A survey conducted by PermissionTV identified online video as the top priority for digital marketing budgets and also highlighted a strong preference among marketers for increased sophistication and interactivity in online video capabilities to help promote their brands.
Online video will hit its stride in 2009 as companies re-evaluate their marketing mix.
Key Findings
· More than two-thirds of respondents (67 percent) identified online video as a primary focus of their 2009 digital marketing campaigns, versus social media campaigns (41 percent), search (34 percent) and podcasts/webcasts (32 percent).
· In Q2 of 2009, more than half (52 percent) of respondents expect to be implementing or extending an online video project, whereas currently less than one-third (32 percent) are doing so.
· Nearly 60 percent of respondents consider interactive video experiences to be the next evolution for online video. Also, 62 percent believe that non-linear, interactive storytelling will become the most effective medium for marketers. o Links to other videos is the most widely needed interactive capabilities for respondents, followed by graphic overlays, user comments and user-defined contents paths.
· Respondents expect their 2009 digital marketing efforts (33 percent) to be least affected by budget cuts, followed by traditional marketing (24 percent), tradeshows (21 percent) and guerilla marketing (14 percent).
· A majority of respondents (63 percent) are most likely to invest in a branded content/video destination next year. o Viral video (39 percent) and interactive experiences (38 percent) follow as the second and third priority, while only 22 percent plan to invest in simple syndication.
· When asked how online video will enhance customer engagement, a vast majority (71 percent) stated it would help build brand awareness.
· Driving lead generation was the second largest objective (47 percent), followed by enhancing loyalty/retention programs (44 percent) and converting customers (41 percent).
