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Video is hot!


Jan 0001
What’s in it for you?

KAREN A. NEWMAN, GROUP PUBLISHER, karen.newman@photonics.com

Jun. 1, 2013 — The Internet video phenomenon is only about 20 years old, but as many as 100 million Americans are watching videos online every day, according to a widely reported survey from 2012.

More and more, brand marketers are among those adding to the broad mix of available on-line videos, building business-to-business online participation by developing engaging, informative content and posting it on their companies’ own web-sites, on YouTube, and on the websites of industry and B2B publishers.

Online videos are being incorporated into the mix to help accomplish a broad range of tasks including presenting the features and applications of new products; explaining complex processes; introducing a company’s team; sharing customer testimonials; and building brand awareness.

Why Choose Video?

We’ve all heard the adage “a picture is worth a thousand words,” so when you think about all the images in even a 2-minute video, the equation adds up to big impact. B2B marketers understand the importance of telling the corporate story, introducing new products, establishing thought leadership and more in engaging and memorable ways. Video also can be effective in building brands and driving traffic to your corporate website.

  •   Don't compromise your brand with poor video production quality.

In the B2B Demand Generation Benchmark Survey for 2012 (compiled by Eloqua, CMO. com and Software Advice), marketing respondents said they use videos more than just about every other content marketing device, including case studies and free trials.

Other studies indicate that the use of video as a marketing tactic grew dramatically in 2012 and that B2B marketers surveyed believe in the effectiveness of online video marketing. In May, one report of an eConsultancy study showed 18 percent growth in the number of businesses using video in the previous 12 months. Video has even made its way into the C-suite.

When Forbes Insights wanted to learn more about how corporate leaders were using online video as a source of business-related information, it teamed up with Google to survey more than 300 senior and C-level executives at US companies with more than $500 million in annual revenues. What it learned may change the way you think about Internet videos.

The study found that 65 percent of executives across all age groups visited a vendor’s website after watching a work-related online video; 42 percent made a business-related purchase. And that was in late 2010 – video has advanced since then, and it’s still growing today.

A well-planned and well-written high-quality video lets marketers share information in a format that is clearly catching on with business audiences. And it may be easier than you think to get started – and get a great video.

One expert recommends focusing on a single product or service and approaching your presentation as you would a visit by a prospect to your trade show booth. In fact, today you can get a high-quality video shot at your expo booth. Often, a one- or two-page press release can translate easily into an engaging new product video.

Quality is critical

Speaking of trade shows, suddenly there are a lot more people wielding video cameras at such events. It is one more sign that video is the newest marketing tool of choice, and those camera-wielding folks are lining up to capture your latest offering and post it to a website.

But before you say yes to the first person to approach you with a camera and a deal, consider this: Presenting a first-rate image with every impression or view is important to your success with online video. Don’t compromise your brand with poor production. Because so much of the quality of the finished video relies on skilled editing, ask about experience and see samples of past work before selecting your video partner.

Finally, when selecting a video partner, choose one who can push your skillfully edited, high-quality online video out to a large and well-qualified buying audience. Links to your video in well-respected e-newsletters and other vehicles will result in a greater number of views by qualified buyers.

Online video solutions marketer Brightcove says the benefits of online video can include:
  • Awareness – Attracting new audiences and reaching viewers.
  • Interest – Bringing your products to life.
  • Trial – Motivating your audience to act.
  • Purchase – Increasing online conversion rates by as much as 200%.
  • Loyalty – Connecting with customers and keeping them coming back.

GLOSSARY
video
Referring to the bandwidth and spectrum location of the signal produced by television or radar scanning.
VideoDigital AdvertisingThought Leadership

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