Video marketing relevance 101
Most marketers believe that with versatile and engaging video content as a marketing tool has become very important and it can give a potentially huge return on investment (ROI).
By Admin
How many of you are aware of video marketing? I think the answer is obvious. Regardless what is profession is you might have heard a lots of hype around in-video SEO, video conversion, video sales pages.
Video marketing is not actually new. One can say the first marketing video was released to audience when the first TV commercial, which aired 75 years ago, in July 1, 1941 – “Bulova world’s first television advertisement” . That means that the video marketing as a whole is not exactly a new phenomena.
Since then marketing professional has been only having ideas on what video marketing can do. Video marketing potential has been obvious to lots of online marketing professional. To understand the video marketing hype one need to just think back a decade or so back in time about the advent of real players, how much hype it has created about video marketing.
According to Forrester Research’s Dr. James McQuivey, “a minute of video is worth 1.8 million words. But today as we stand here, the truth is video marketing’s promise has been well known. We always have been talking about how awesome video marketing could be. All the hype has been all just theory, all just speculation, and the fact were not there, technology was simple lacking. But, there is difference today and those real player days marketing video hype. So difference is the fact that we now have the technology to deliver on these promises.
Video marketing – king of marketing
Video marketing has been one of the future kings of marketing. Thanks to four major changes that have helped video marketing to become the killer app. Video marketing is now wearing its crown of king of marketing – thanks to the rise of high speed yet cheap wireless data transmission. You can actually watch videos on mobile phone in real time without having to wait video to buffering.
Secondly, we also have high quality decoding and coding technology that is standardized. In other words regardless of what devices you are watching your video on, regardless of which website you are viewing the images will be crisp and sound will be crystal clear.
Another technological breakthrough that we have now, involves the price of storage. We know that the video we are watching are stored somewhere in a series of hard drives and that is not free. Thanks to modern technology, storages prices are really crush to the floor.
Lastly, on top of that the associated services are being getting cheaper and cheaper.
Finally, it has finally arrived. Given these combination, video marketing has comes to its home.
But then it brought its challenges along. Video marketing has become victim of its own success. Problem now is there is so much video out there, most of them simply do not have an impact. It is quite ironic; they do not get people to convert to buyers. Let’s do some fact check. Whenever you search for YouTube videos, you will noticed that there are a huge number of videos that have a very few views. That is the fact shared by huge number of marketing videos on you tube and other platforms.
So, how we are going to get around this? You have to wrap your mind around the fact that modern video marketing is both new and old. Depending on how you navigate these factors, you will either succeed or fail in video marketing. Either your video is going to convert people into buyers or it’s going to sit there on YouTube and other video platforms getting zero views.
What’s new: Blending old elements and technology?
Three new technologies influenced and turbocharged effectiveness of modern video marketing.
First of all you use software to create videos; you no longer has cut & patch together or shoot video content by hand. There are all sorts of software that can help you to edit, enhance and automate the creation of video content.
Secondly, video marketing content is all the time more and more plugged into larger marketing platforms. These are the blogs, social media platforms, so on and so forth.
Finally, there are tools out there facilitating you upload the video you have created without you manually going through all sorts of processes, with a few mouse clicks; and with a few key strokes you can massively distribute your video.
Sounds awesome right? Yes, it is awesome. But then, there is catch. As lots of marketer believes it is all about technology, if they have right tools, video marketing will pretty much take care of itself, absolutely wrong.
The hard fact is that we still need to pay attention to the old elements. These old elements are still alive in video marketing. If you lose sight of these elements you are going to fail. Even if you doing video marketing you still have to build your brand; you have to create a human connections with your audience; most importantly, you still have to walk your audience through “KLT” – KNOW LIKE TRUST buy – the sales funnel.
You think your awesome videos will go viral. Forget about it going viral, without these old elements, all of your videos, how awesome it seems on the surface, it will not able to do the job.
Sure, you may get sales in every once in awhile. But that’s not kind of income you are looking for from our video marketing. We all want our marketing videos to close deals on a consistent basis, that’s just not going to happen, if these old elements are disregarded. So, blending these three old elements with new technologies will be as important to get success in video marketing. These old elements have worked in the past, they’re working now, and they’ll continue to work long into the future.