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Justifying Online Video

Content Marketing

Justifying Online Video image OnlineVideoPic012

In the last five years video has transformed itself into a non-negotiable content marketing asset. Video viewing, now part of nearly everyone’s online behavior, is proven to directly influence online buying.   If you haven’t jumped into video yet, here are compelling reasons you should.

Millions watch billions of online videos every day.
101 million people in the U.S. are going to watch 1.3 billion videos TODAY.  “178 million U.S. Internet users watched online video content in June (2011) for an average of 16.8 hours per viewer. The total U.S. Internet audience engaged in more than 6.2 billion viewing sessions during the course of the month … ”  Online video is a significant part of our online lives with a 706% growth in the last five years. Today,  84% of all people aged 12-65+ consume online video. Although both men and women equally likely to watch online video, men watch 1.7 times more than women. (From comScore Releases June 2011 U.S. Online Video Rankings and comScore’s Online Video by the Numbers)

Online video influences C-Suite behavior.
26% of US executives view work related videos daily, 20% view them several times a week and 20% view them several times a month. What’s most interesting is C-Suite behavior after they’ve viewed an online video.  64 – 66% of the time they visit the video vendor’s website and  53% of them conduct a search for more information. Of the executives who view videos daily, 51% of them make a business related purchase after watching a work related video. (from eStrategy after hours Executives and Online Video Charts based on Forbes Insights data.)

Sharing video is a popular past time.
People not only like to watch videos, they like to share them with others. One in three online video viewers will leave a comment, two in five viewers upload videos themselves, and one in two viewers regularly shares videos with others. More than half of all viewers watch online videos with others as well. (from comScore “Online Video by the Numbers”)

Related Resources from B2C
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Create a video marketing plan before you start.

Put together a video action plan with discrete goals (plan from comScore “Online Video by the Numbers”)

Is your goal to…
Increase website/microsite visits?
Improve brand opinion?
Introduce a brand message to a larger audience or a more niche audience?
Drive direct online or offline purchase behavior?
The technology infrastructure of the Internet affords these opportunities to you.

Determine where and how your target audience is consuming video

Keep your mind open to using the new opportunities online video affords:
Using a YouTube Partner as a brand advocate
Developing branded content that spurs conversation
Cross pollinating your social media campaigns with video
Use the many resources and measurement companies available to determine if your goals have been met
Most any goal can be easily and discretely measured

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