Dive Brief:
- Ascend2 research from this month on video marketing performance found video to be a strong content marketing channel, with 87% of respondents saying video marketing effectiveness is increasing.
- This research involved 280 marketing, sales and business professionals worldwide.
- Another finding was technology was important in actually creating video marketing content, followed by reporting and analytics, and distribution and hosting.
Dive Insight:
Out of 280 global marketing, sales and business professionals surveyed, a strong majority reported video marketing effectiveness is increasing, with 43% saying its increasing significantly and 44% increasing marginally. Only 1% of respondents reported video marketing effectiveness was decreasing marginally and no one reported it was decreasing significantly.
Todd Lebo, CMO/Partner of Ascend2, told Marketing Dive, “This change in effectiveness is considerable compared to other marketing methods and reflects a fast growing rate of video marketing adoption.”
The research also covered the use of technology in video marketing. Lebo summarized the results, “Planning an effective video strategy includes making the best use of technology. While using technology for content creation is required, reporting and analytics is optional but enables accountability for the effective outcome of video marketing efforts.”
As far as video marketing objectives were concerned, 47% reported increased brand awareness, 45% increased online engagement and 43% reported improved customer education. The two most effective tactics taking both effectiveness and difficulty into account were customer testimonials and tutorial videos.
