In the past two years online video has transformed the communications landscape for business marketers. Video is the most compelling communication medium ever created, but before online video, it was largely out of reach for most business-to-business marketers because of the distribution costs.Now all of that is changing.
With the explosion of online video adoption in the last two years, savvy marketers are now using video across the customer needs - from market awareness to customer advocacy – driving better results and greater return from their online marketing investments. This white paper provides a comprehensive framework with real-world examples of how you can incorporate video into your online marketing mix.
The Video Imperative
In the last few years, online video has emerged as a critical element of online communication and marketing strategies for business-to-business marketers. Worldwide there are 452 million broadband subscribers and almost every business has a high-speed connection to the Internet. Broadband has made the delivery of video across the Internet possible; now more than 80% of Internet users watch online video regularly.
When today’s business customers visit a website, they expect to find video. If it is not there, they notice that something is missing. According to MarketingSherpa, online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase life cycle. 3 No marketing effort is compete without incorporating online video to drive awareness, leads, customer acquisition and loyalty.Strategic Use of Online Video
Marketers use video at every stage of the customer lifecycle and it has become a key part of the overall marketing mix. While every business organizes the lifecycle in different ways, the simplified process illustrated in Figure A is typical of most organizations. At each stage in the lifecycle, marketers deploy tactics to address their customers’ needs and move them throughto the next stage.
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