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June 2012 Archive

Video Marketing is Smart Marketing

Monday, June 18, 2012

No one is saying to ditch the latest print, TV, and radio ads being pitched to you from your marketing team or outside marketing firm. As long as they are getting you the desired results - sales, sales and more sales - there's no reason to cut corners on this part of your advertising budget. However, you would do well to sit down with this brain trust and ask them to build another leg of the stool so to speak; a video marketing plan.

With online viewers having much greater access to streaming video at all times due to the influx of the Smart phone and iPad, using video marketing makes more sense now than ever. Viewers can now access videos from their personal computers, and are doing so in record numbers, from remote locations on their Smart devices, and now on Smart TV's, which allows the viewer to control everything on the screen. Web sites that are pitching a product with a short video ad detailing the positive aspects and uses for the item are 60% more likely to get a viewer to click on the video than they are of getting that visitor to read a text explanation of the product. And what really drives the point home is that these viewers are also very likely to view the video from beginning to end.

A recent study by an online marketing company that analyzes this industry noted that most online video viewers watch in-stream video ads from start to finish. The company analyzed more than one million impressions and found that 70% of the ads had been played all the way through and that 75% of them were played three-quarters through. The media marketing company went on to say that the study reinforces the strength of the video ad to get the word out about a particular product. When it comes to brand building, video marketing is a strong tool to say the least. The data also suggest that the average click through rate for banners is considerably less than that for in-stream video.

Another marketing consulting firm doing similar studies on video marketing also concluded that rich media and in-stream ads delivered the best results and highest conversion rates across all media, including TV, newspaper, magazines, billboards, airports, and online.

In developing a video marketing campaign as part of your overall marketing strategy you are making it easier and simpler for the viewer to hear the message you are trying to convey. They just click, sit back, and absorb the content that your marketing team has developed to pitch your product, service, or organization. The easier you make it for them, the better chance your message has of reaching its intended target.

Your video marketing plan is also a great opportunity to use this medium to build a relationship with your audience by creating a series of these videos, highlighting more aspects about you and the product or service you are pitching. From simply talking about the product to having demonstrations, testimonials, and support videos, you are building a custom tailored marketing plan that will reach your audience in ways that no TV spot or print ad could ever hope to. 

Marketing videos also give your advertising and sales team another tool to work with when they are brainstorming. Many very sound, sensible, and catchy marketing bits just won't work all that well in print ads, on TV, or on the radio but work very well given the tremendous latitude you have in producing your own video marketing spots. This also applies to working with the members of your sales team, who will no doubt come up with more uses for these videos than you ever considered.  

Domino Effect Productions is an Orlando video production company that provides custom & high quality commercial video production, music video production, education video production, movie trailer production, promo video production, reality show video production and more.

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