Report: Video To Take Its Place Among Digital Marketing Tools

4 minute read
Katie Ingram avatar

According to several reports, the use of video as a marketing tool can certainly bring good things. One such report by the Aberdeen Group confirms this theory.

Video marketing isn't a new invention -- it’s been a part of consumer life since the earliest television commercials were released all those years ago. However, how that video is used as a marketing tool has drastically changed with the onset of social media and digital marketing.

Today marketers have to be more engaged to develop and maintain a customerand fan base. Because of this, videos have started integrating their way into social platforms -- LinkedIn introduced a video marketing section on their website, and Eloqua and Brainshark joined together to improve the field of videos as a marketing campaigns. Tealium also updated its tag management platform by adding mobile and video tagging capabilities.

TheAberdeen report, "Lights, Camera, Call-to Action: Trends in Video Marketing" was compiled by Trip Kucera, a Senior Research Analyst of Marketing Effectiveness at Aberdeen. The survey was completed with 100 marketing and sales professionals in May and July 2012. Participants were asked about their preferred rich media tool (or a combination of tools such as audio, online chat and web meetings). It also included a section on videos as an external marketing and communication tool. In the report, Kucera outlined several marketing problems and how videos can improve upon these issues.

Marketing Challenges

As a whole, the report finds that many marketers have problems sifting through the amount of information they are presented with and can't find their niche within a particular market. Competitive “noise” ina target market is a problem for 54% of those surveyed, followed closely by a low marketing budget at 38%, the inability to convert leads to sales (37%) and an inability to identify where the focus should be (30%).

The challenge to be heard above the noise is in many ways the essence of promotional marketing,” the report said. “Today's’ competitive markets and multitude of channels offer no refuge.”

Video Takes Its Place in the Marketing Toolset

Of course there are many tools that can be used for successful marketing. However, only knowing how to relate to an audience through word and picture ads isn't enough in a multimedia world. Videos and video tools are in the hands of everyone, from camcorders and video streaming websites, to video applications on almost every smartphone. 

The accessibility of video opensnew possibilities for marketers to address key pressures…by cutting through the noise, differentiating…andgenerating marketing conversion,” says the report.

If marketers are aware of how exactly they can connect to their consumers, they can utilizenecessary tools, like video. 

Marketers can not only make videos to promote their product, but also offer instructional videos and hold video chats with company officials or customer service representatives. In doing so, companies will demonstrate to their customers that they are dedicated in meeting customers wants, needs and concerns.

Learning Opportunities

Marketers Need the Right Talent & Tools for Video

Although marketers may realize that more than ever before video is part of the marketing tool set, the Aberdeen report recognizes thatnot all marketing teams have the same resources. Unfortunately, only some companies have the professional equipment and skill set to make videos interactive. Best-in-Class companies (those whose resources that range from video and audio to web meetings and screen sharing) at 60%tend to successfully utilize video more so than the 48% of companies that fall in the Industry Average and Laggard categories.

Subsequently, Best-in-Class also ranked higher in other marketing features. In the sales closing category, Best-in-Class came in with 33%, while the two other categories fell behind with 12 percent. Similarly, 50% of Best-in-Class companies will have the means to make their videos more interactive, while only 33% of Laggard and Industry average companies will.

Despitethis, if marketing teams are aware of the impact that video canhave, marketing plans can be restructured to cater to the demand .

Video Usage to Increase in Marketing - Be Prepared

According to CMSWire's contributing writer, Marisa Peacock, who took a look at video usage in 2012, videos certainly had an impact when used for promotional purposes. Videos were predominantly featured across social media sites during the US presidential election and during the 2012 Summer Olympics, which according to Peacock showed that the videos were becoming personally relevant to viewers. She also referenced a Forrester report that cited a rise in video usage. It indicated that by 2017, marketing teams will be spending an average of US$ 9 million on video advertising.

No matter the size or category a company falls under, videos remain a key promotional tool for all marketing teams, and can greatly improve customer engagement -- if used correctly.