If you are focusing on increasing the use of video in your marketing efforts, you’ll enjoy this recent blog post on MarketingProfs.com. The author notes that it’s hard enough to track trending topics in the telecom and IT markets such as predictive analytics, marketing clouds, and content curation. On top of that, you also have to spend time wondering what other new trend is coming over the horizon that you will have to learn, assimilate, and apply.
It’s the Video, Stupid
One essential part of your marketing mix is no longer a mere fad or trend: the video. The post discusses a new study by the Web Video Marketing Council stating that video is used by at least 96% of marketers in the B2B space, including telecom and cloud vendors. 2015 was the year video truly went mainstream in B2B marketing, and the stage is set for an ever greater presence in 2016 and beyond.
The measurable ROI of this medium makes it even more flexible and adaptable for use throughout the entire sales funnel. This makes video an important tool as marketers grapple with the reality that prospects are often 90% through their buying decision before they even contact a vendor.
Beyond Product Demos and Ads
Prospects today seek and appreciate the use of video at every step of the identifying and qualifying process. This includes creating more conversions with the use of:
- Explainer videos
- Product demos
- Tutorials and FAQs
For these reasons, according to the firm Ascend2, 71% of companies are increasing their investments in video programming.
Video will ultimately morph into a true one-on-one sales tool offering full content individualization and personalization.
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