To successfully market itself or its products/services, a company must rely on the basic marketing principles: product, price, place and promotion. Technology, however, continues to challenge how marketers reach their target audience.
In the digital age, marketers are using social media to engage with their audience. Besides Facebook, Twitter, Pinterest, Instagram, etc. video still proves to be one of the best methods marketers can use to tell their stories.
In a study conducted by Cisco, “mobile video content has much higher bit rates than other mobile content types, mobile video will generate much of the mobile traffic growth through 2019. Mobile video will grow at a CAGR of 66 percent between 2014 and 2019, the highest growth rate of any mobile application category that we forecast other than M2M traffic. Of the 24.3 exabytes per month crossing the mobile network by 2019, 17.4 exabytes will be due to video”. In effect, mobile will allow better and more video usage.
According to B2B Marketing, “YouTube accounts for over 28% of all Google searches.” EConsultancy relates that “Retail videos on a webpage can increase conversion by 30%.”
1. Visuals. Video allows marketers to tell their stories using visuals. We all love to read a good story and to imagine the surroundings. But in today’s world, consumers want to information as quickly as possible and video lets them see as well as hear your story.
2. Story. As said before, we all love to read a good story and we can imagine the emotions and actions of the characters, but in marketing, consumers can actually know your your characters – the people in your company – on a more intimate level. We get to “know” the heroes in company’s story.
3. Depth. With video, marketers can tell more in a shorter period of time. Without having to spell out every single reason why consumers should stay with a company, marketers can show consumers why, without having to tell them. The old saying, “Show, don’t tell” applies in every manner here.