Page 12 - index

RESEARCH, ANALYSIS & TRENDS

Video positively impacts demand generation,

eCommerce, brand awareness, and social

media engagement

Hence, integrating video into your mobile strategy plac-
es your brand into a coveted spot at the nexus of the
two biggest online trends today — digital video and mo-
bile. This empowers your brand’s story to be told wher-
ever customers go.

Increase email and nurture effectiveness: According
to a survey of companies using video in email cam-
paigns, 55% achieved higher click-through rates, 44%
“Once a nice-to-have, video is becoming a fundamental saw longer engagement times, and 41% reported an
part of any content marketing strategy”, Linda Crowe, increase in sharing or forwards. Just as valuable, add-
VP of Digital Marketing Solutions at Brightcove states in ing video to direct email makes people much less likely
the ebook How to convince your boss it’s time for video to opt out of your list— enabling you to reach them in
marketing. “Video positively impacts demand genera- following campaigns. Obviously, the combination of
tion, eCommerce, brand awareness, and social media video and email marketing is an effective strategy and
engagement, still, some companies are reluctant to pur- can significantly increase your direct mail campaigns
sue a video strategy because leadership may not be success.
fully aware of the benefits of video”, she states.“
Improve landing page conversions: Online video
Already 95% of best-in-class marketers are using video allows for storytelling in a more vivid and engaging way
as a content marketing channel, according to Aberdeen than static text and images ever could, making viewers
Group, pointing out that video has a significant impact much more likely to take the next step through the con-
on the metrics that matter most to marketers. “This version tunnel. The average website conversion rate for
goes beyond soft metrics like brand awareness and a website without video is just 2.9%; that number in-
affinity to real bottom-line impact like conversions and creases by an impactful 65% for a site that uses video
cart size, Linda Crowe explains. to 4.8%. Put that video on a landing page and the re-
sults are even more impressive, as conversion can in-
.
crease by 80% Visitors who reach your landing page
Brightcove’s whitepaper provides six convincing rea- have already taken an active step to interact with your
sons why video marketing should be on top of a compa-
ny’s management agenda, for short they lead to: brand. Reward their attention with the kind of content
they enjoy and value, and reap the rewards of the pow-
er of video storytelling with higher conversions.
SEO improvement: Video provides a simple, effective
way to improve search engine rankings while also en- Boost online sales: Sales are the lifeblood of most
hancing the human appeal of a page. Adding video to a
landing page makes it 53% more likely to show up on companies. However, they can also be one of the most
persistent hurdles, as selling new business is a lot easi-
the highly-desired first page of Google results. That
alone is reason enough to start implementing a video er said than done. From ads to online point of purchas-
es, video helps people learn about your product, under-
strategy, but a higher ranking is just the beginning. On
average, including a video in your search results dou- stand its appeal, and feel more confident buying it, all
of which translates into higher sales. Shoppers who
bles the clicks to your website too.
watch online video for instance, are 1.8 times more like-
ly to make a purchase than non-viewers, or retailers
Lengthen time on site: Video is highly effective in get- who take advantage of video have seen a 40% in-
ting visitors to stick around, with the average user crease in sales.
spending 88% more time on a website with video. The
longer a visitor is on your site, the more likely they are
to remember your brand and respond to your efforts. Besides, 52% of consumers who watch product videos
say they are more confident about their purchasing de-
This correlates to increased effectiveness in all areas of
your online presence. cisions, which translates to higher satisfaction and few-
er returns since they are more likely to make the right
choice. Ultimately, that makes for a much better cus-
Expand reach with mobile and social: Mobile video tomer experience while helping close sales and keep-
delivers more than entertainment — for brands it deliv- ing customers happy.◊
ers impressive and rising engagement. Close to 40% of By MediaBUZZ

consumers state that video increases the chance they
will make a purchase on a mobile device.
12 Asian eMarketing March 2015 - Video Advertising