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[In the Know] Adding Video to Your Marketing Toolbox

Friday, April 17, 2020 - 14:45
[In the Know] Adding Video to Your Marketing Toolbox

It’s no secret that video is a crucial component to any successful marketing strategy. Research has shown for years that video is more easily digestible, engaging and interactive than written communications.

However, the need to integrate video into your marketing efforts is now greater than ever. 

To discover how those in the industry are using video today, and where there’s room for growth, we partnered with Wainhouse Research to survey over 2,000 marketing professionals.

The wealth of data we gathered was incredible. For example, 80% of marketers agree that video enhances webinar engagement. But video is not just for webinars - the report found it’s now creating value for a wide-range of marketing communications initiatives, including virtual events, on-demand sales support and social media programs.

In the latest “In the Know,” we’re going to be sharing some of the major findings from the report, including ways that key influencers consume video when making purchasing decisions.

Watch the full episode below, and if you want to read the full report, download it here

 

Transcript 

Dana Miller: Hi everyone, and welcome to another episode of In the Know with Intrado Digital Media. Now, I have a lot of great information to share with you today, but before I get started, I wanted to share the source of the information that i”ll be citing throughout the video. We recently partnered with Wainhouse Research to survey more than 2,000 marketers and understand how online video is currently being used in marketing. From that data, we were able to pull out valuable insights, including the factors driving the adoption of online video, why repurposing webinars to build reference libraries is so important, and why right now is the perfect time to get ahead of the curve when it comes to using online video for marketing purposes. 

This brand new report is now available for you to download and can be found at the link in our video description. We highly recommend checking it out, especially because there is no way that I can cover all of its valuable information in this short video. 

Alright? Let’s dive in. 

Obviously it is no secret to any of us that video is a crucial component to any marketing strategy. Research has shown for years that video is a superior communications format. In an often quoted survey, 80% of executives said that they would rather receive information in video format than via a blog or article or other written format. And our research shows that 49% of responders are watching more business videos than in previous years. 

Video is more easily digestible, interactive, engaging, and dynamic. And smart marketers can take advantage of this medium to create powerful storytelling that resonates with their audiences. 

Okay, so how can you best integrate online video into your marketing strategy? 

The three best ways to use video in marketing are through webinars, live streaming, and virtual events. And of course, all of these things can exist without video. You can always create a webinar, a live stream, or a virtual event using nothing but audio  and slides content. However, this is no way to engage an audience, and people expect more. Nowadays, it is all about broadcast quality. 

I’ll give you a quick personal example to emphasize this. Last week, I attended an industry webinar. But the presentation however was nothing more than audio over text-heavy slides, and I ended up clicking out after only a few minutes. It is no wonder that our research shows that 82% of responders agreed that live video enhances viewer engagement with an online presentation. Video creates more memorable experiences. I would have paid more attention and stayed in that webinar longer had I been able to see and engage with the presenters. 

And it’s not just people like me who think this way. 

In our research, we found that over 50% of executives with purchase-decision authority stated that the ability to produce high-quality, professional video content is an important feature influencing their technology purchasing decisions. And 73% of marketing executives agreed that delivering exceptional viewing experiences is imperative to protecting brand image. 

It’s critical, then, to utilize and optimize video in your marketing content, whether that be through a webinar, streaming, or virtual event format. Audiences rely on it, and the people considering purchasing your product expect it. 

Alright, that is it from me today, if you are interested in learning more, please download that new report at the link in the video description. 

Thanks as always for joining us here. My name is Dana Miller, and this is In the Know with Intrado Digital Media. 


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