Interesting Not Interesting Share Tweet Over the summer, my company was selected to participate in a marketing incubator program hosted by Google for rising brands. In one session, the Google team described the years of TV and radio as the Broadcast Age, while the internet launched the Information Age. It makes sense; but where are we now? Going into 2017, we’re doubling down on our video marketing strategy and budget, for good reasons. By 2019, 80 percent of all internet traffic will be video content. But, independent research from Hyperfine Media reports that already today one third of all online activity is watching video, and YouTube consumption is growing 100 percent every year. Moreover, video embedded in email doubles click-through rates, and 64 percent of online consumers are more likely to buy a product after seeing a video. But given these trends, the industry must adapt to using video in marketing materials, otherwise, we’ll get left behind in the Participation Age. Tips to Get Moving with Video: Start by using video for internal communications, so you can test the tools available and get people comfortable on camera. Once you’re ready to go live with clients and prospects, make sure you’re happy with the production quality, or upgrade equipment.
What do you think about this?
Interesting
Not Interesting
Share
Tweet
Over the summer, my company was selected to participate in a
marketing incubator program hosted by Google for rising brands. In
one session, the Google team described the years of TV and radio as
the Broadcast Age, while the internet launched the Information Age.
Marketing likewise moved from advertising (broadcast) to content
(information).
It makes sense; but where are we now?
The Participation Age
Interactive technology, such as smartphones, has pushed us into
the Participation Age, where people want to engage with brands and
each other. Check out the YouTube interactive video ads for
Skittles candy as an example:
In addition to video, marketers have developed more dynamic
websites, social media quizzes and other widgets to promote
engagement. All of your communication tactics need to fit within a
larger brand strategy that emphasizes the customer journey.
We were already using video marketing at the time, but we came
away from the Google incubator program totally energized about
taking engagement to the next level. Going into 2017, we’re
doubling down on our video marketing strategy and budget, for good
reasons.
Just consider this projection from the team at Google, which
owns YouTube.
By 2019, 80 percent of all internet traffic will be video
content.
At first I was shocked by that number, and figured that was the
exaggeration of salespeople. But, independent research from
Hyperfine Media reports that already today one third of all online
activity is watching video, and YouTube consumption is growing 100
percent every year. Moreover, video embedded in email doubles
click-through rates, and 64 percent of online consumers are more
likely to buy a product after seeing a video.
I’m in wealth management, an industry that often lags marketing
trends….
COMMENTS