Video is changing the web... fast
"From 2010-2011 viewers streamed 28% more video and spent 45% more time watching."Source: Nielsen
"Over 4 billion videos are viewed a day on YouTube and 60 hours of video are uploaded every minute."Source: YouTube
"Retail sites with video increase conversion by 30% and boost average ticket by 13%."Source: L2 Specialty Retail Report, September 2010
"80% of executives are watching more online video today than they were a year ago."Source: Forbes Insight, December 2010
"Visitors who view product videos are 85% more likely to buy than visitors who do not."Source: Internet Retailer, April 2010
"Dell credits video with reducing service call volumes by 5%."Source: Dell
"Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers."Source: Onlineshoes.com
"Zappos reported a 6% to 30% increase in sales for products with video."Source: ReelSEO, December 2009
"With proper optimization, video increases the chance of a front-page Google result by 53 times."Source: Forrester, 2010
"59% of senior executives prefer to watch video instead of reading text, if both are available."Source: Forbes Insight, December 2010
"Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors."Source: Comscore, August 2010
A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research – and this explains in part why online video is growing at such a pace: video is powerful.
Time on site, bounce rate, click throughs, goal completions - with video now proven to impact the key metrics all online marketers are focused on, we are seeing video move from being a tactical measure to a core part of the digital marketing strategy.
CREATING A VIDEO MARKETING STRATEGY
Once you have decided that you need a more strategic approach to video, the next step is to create and then manage your strategy. We recommend evaluating each of the areas of your existing digital marketing plan and identifying where and how video can help you achieve your marketing and sales objectives. We typically work with our clients to evaluate the following elements:
Brand Awareness - Consider the platforms you use for your video (private IPTV to public YouTube & Vimeo), as well as using video as the medium – video ads, advertising on video platforms and exploiting social video.
Driving Traffic - Review how you use video to improve SEO rankings, actively drive targeted traffic, your strategy for YouTube and other video platforms and video PPC
Improving Response - Evaluate how you use video on your site throughout the user experience - to engage, drive calls to action, convert.
Increasing Revenue - Ensure you are maximising revenue from video assets
Measure for Success - Track, analyse and test all elements of your video strategy, just as you do with all other components of your marketing strategy.
People and Partners - Assess where and how you can use video to train, educate, engage and support your staff, suppliers and customers.
Manage and Control - How you manage the production, approvals, deployment and then maintenance of your video assets alongside your other business content.