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“Video marketing signals changes in consumer markets. In the present day, a billion users are watching hundreds of millions of hours of video every day. Video has emerged as a clear winner over other marketing media,” – SmallBizTends.com
Access to capital and marketing campaigns represent the lifeblood of commerce. Capital, or seed money, enables a business to set up shop. Marketing campaigns enable the business to take flight and expand operations. Marketing technology has evolved thoroughly since the bazaars of antiquity, where shopkeepers would attract customers and clientele by sheer lung power. Subsequently, trusted networks were set up enabling businesses to gain access to steady streams of revenue from regular clientele. In modern times, video marketing has emerged as one of the best vehicles to propagate commerce. Consequently, commercial operators must take cognizance of and invest in the evolving trends in video marketing to survive and perform in modern markets. We shall examine some of the trends in the paragraphs below.
Small business enterprises comprise a significant section in any commercial market. These operators can examine trends in video marketing in a bid to expand their market share, reach a wider circle of potential clients, and boost their market prospects. Small enterprises can leverage this form of digital marketing by pooling resources to create a series of videos designed for online consumption. The sheer reach of the modern Internet enables said operators to bypass the expensive marketing platforms promoted by television channels, radio broadcasts, and the print media. In addition, current trends in video marketing indicate that an expanding section of modern customers view, share, like, and react to these marketing messages before reaching a purchase decision.
Online video advertisements present tremendous scope for creativity and molding a marketing message. Professional video makers can ideate and execute an idea to promote a commercial message in a fraction of the time taken to create a television commercial. The ubiquity of the global Internet and the explosion of video creation technologies converge to lower the costs of producing an online video. We note that this factor represents an important development that is propelling changing trends in video marketing. In addition, the capabilities of modern digital technologies enable sponsors to mold and re-mold a marketing message in tune with changing market conditions. This aspect of online video production spotlights the cost efficiency of this marketing medium.
The latest statistics in Internet usage indicate that web pages that feature online videos attract the maximum numbers of online audiences. This fact is in line with Internet evangelists that predicted the rise and dominance of the online video. Brands and businesses can leverage this fact and direct a larger share of their marketing dollars to the creation of marketing videos. We note that branded video content can be deployed in the form of tutorials, marketing campaigns, and promotional offers in a bid to capture various market segments. The accelerating pace of expansion of the global Internet should guarantee significant momentum to such efforts. In light of the above, we note that the evolving trends in video marketing will continue to set new benchmarks for all commercial operators.
A number of modern Internet platforms are currently featuring various forms of video artifacts and video advertisements. This represents a significant aspect in the current and evolving trends in video marketing. The root cause of this proliferation is manifest in the fact that a growing number of young customers have access to connected digital devices. These customer segments form the key constituency that consumes free digital video productions; these segments also represent key digital audiences for the marketers of various products and services. Hence, video-based marketing enables these entities to reach a wide swathe of current and potential customers. In addition, the basic economics of Internet usage indicates that steep reductions in data charges in developing markets are spurring ever larger numbers of customers to consume online videos. These facts represent salient trends in video marketing and underline the importance of visual content in marketing practices.
Marketing videos are innately significant because a video enables customers to understand a product, gain a sense of product dimensions, and compare various products. A marketing video, when broadcast through television channels, can multiply the reach of a marketing message. Brands and businesses that maintain a flagship website and social media handles can leverage video-based marketing messages to boost online traffic and register higher sales. Further, the screen-based persona of a video presenter can help audiences ‘connect’ better with a marketing spiel. An aggressive personality on the screen can help customers to delineate the special attributes of a product and this helps boost sales in the market. Therefore, the combination of audio and video presents an unbeatable mix that boosts the commercial prospects of a product or service. We note that this factor must remain constant throughout the changing trends in video marketing as seen in the modern times.
Entertainment continues to be a major pursuit among the vast numbers of modern consumers. In light of this, brands and businesses can elect to fashion entertainment-based video products that spotlight a commercial message. Recent consumer surveys indicate that more people are inclined to share an entertaining video product over various social network platforms. This counts high in modern trends in video marketing and amplifies the reach of a marketing message. This fact should also spur marketers to convert text-based marketing messages into the video format in a bid to boost the reach of the message and reach audiences faster.
A high percentage of modern consumers appear to act upon purchase decisions after watching a marketing video. A competently produced marketing video can convince consumers about the positive attributes of a product and thus influence purchase behavior. In addition, a video-based endorsement by a celebrity can substantially boost the success quotient of a marketing campaign. This strategy hinges on attracting consumer attention by featuring celebrity personalities in visual media. Further, market research indicates that consumers tend to retain a video-based marketing message in their minds longer than other messages. Essentially, a video format boosts brand retention and helps to convert more customers to a brand or a product. This factor figures prominently in modern trends in video marketing.
Marketing videos embedded in emails and landing pages boost customer engagement significantly. We note that this technique enables a brand to target individual customers and thus reach wider sections of all sections of the online audience. Marketing executives indicate that a higher number of customers search for information related to a product or service after watching a marketing video. This action may include visits to a business website or searching social media platforms for additional information. We note that this behavior adds momentum to prevailing trends in video marketing.
In the preceding paragraphs, we have examined some of the evolving trends in video marketing practices. Marketing strategists and brand managers must note that moving images, when accompanied by a sound track, can broadcast a message to the farthest corners of the Internet. The video-based marketing message bears enormous power to persuade consumers and customers. Therefore, brands and businesses must work to refine the techniques of ideating and creating marketing videos. Novelty and a professional approach should enable them to achieve their business goals in modern markets.
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