The majority of the content, information and entertainment that we consume in the future will be delivered on a wirelessly (or wired) connected screen. Television networks won’t tell us when we have to consume content and we won’t have to cut down trees in order to be able to read our favorite publications. Even billboards and posters will be connected to the internet. And all of these screens will be smart devices that deliver contextually relevant content when and where you want it. The Internet will be everywhere and video and video marketing will play a dominant role in the next phase of its evolution.
So how do you convince your boss or CEO to consider using web video to promote your company? You first have to consider different use cases for video and decide which one best suits your business objectives. Here are 42 possibilities to get you started. The next step is to develop the business case as to how one of these video formats can help you improve your bottom line. To help you in that process I offer the following seven reasons to suggest to your boss why video should be a top marketing priority for 2010:
1. BETTER ROI
Adding video to your online marketing campaign can significantly improve your results. In a recent study by Eyeblaster of online advertising campaigns, video increased dwell rate on ads by 20% and dwell time by %100. Another study by dynamic logic also indicated significant improvements in brand favorability, aided brand awareness and purchase intent of rich media ads with video compared to traditional static display ads.
comScore released web video consumption results in September, 09 which indicated that 85% of people online consumed an average of 10 hours of video a month online. That number continues to grow every month. 26 Billion videos were consumed in September in the US. Video has taken root on the internet to the point where visitors to websites are now looking for video content first.
Video is the best way to keep visitors to your site engaged and the best way to engage people with your brand. Time-on-page and time-on-site numbers increase when you add video. Images, podcasts, polls, charts and graphics are all great but nothing engages a website visitor more effectively than video. There are hundreds of blog posts and articles like this one where Patrick Moran explains how his sales team improved their close rates by 20% and online registrations by over 25% using web based video.
4. VIDEO IS A TOP PRIORITY FOR MARKETERS
According to a recent survey by Marketing Sherpa, for the second year in a row Video Marketing is the top priority for marketers surveyed, ahead of SEO, PPC, social media, email marketing and all other online marketing tactics. Turnhere has also released a study in the fall which revealed the same results – “When asked to rank various online marketing priorities for 2010, video was ranked as the top priority”
In a recent post conference interview Jeremey Allaire, CEO of Brightcove summarized the outlook for web based video this way:“Video will become as ubiquitous as text on the web.” He went on to say that “what we’ve seen happening over the last year is this incredible growth in the number of organizations and corporations, of all types, of all industries, of all sectors of societies, embracing video to enhance what they are doing on the web.”
6. 2010 MARKETING PREDICTIONS
A year-end article by Junta 42 reviewed hundreds of blogs and articles to summarize the predictions of leading marketing experts for 2010. Topping the list – The growth and dominance of video.
Type in ‘Video’ and ‘SEO’ in Google and you will discover many articles explaining how video can improve your SEO results. With the launch of Universal Search from Google, you should expect to see more and more video results occupying the search engine results that are served up by Google. That means Google is prioritizing video in it’s search algorithm. Not only will video help promote your products and services online it can also help those products and services get found online.
So what are you waiting for?