Consumer behavior is one thing marketer cannot take for granted. Its constantly shifting over the time following the current trends, technology and behaviors. Thus, to understand this, marketers today are more focus towards the buyer/customers rather than the seller which explained by the Inbound Marketing Theory. The beauty of Inbound is the creative content of marketing which add value beyond the information to attract customer’s attention and turn them from stranger into visitor as the very first step of Inbound marketing strategy. That’s why marketers need to think very creatively to understand this issue and to create the best and most interactive marketing content that interest customers, and one of the best way to do is: Video Marketing.
Forbes in their latest article written by Matt Bowman, name video marketing as the future of content marketing. They are not saying this without a strong supportive information, here are some interesting facts behind it:
- 80% of all web traffic by 2019 is projected to be Video.
- Adding a video to marketing emails can boost click-through rates by 200-300%
- 90% of customers report that product videos help them make purchasing decisions
- According to YouTube, mobile video consumption grows by 100% every year
- 64% of customers are more likely to buy a product online after watching a video about it
- 59% of company decision makers would rather watch a video than read an article or blog post.
- Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.
Based on those facts alone, there are more than enough reason to start doing Video Marketing. Attracting customer’s attention, influencing their decision making and making them from a total stranger into customers are the main goals of businesses to deal with Video Marketing.
It has now become more important because we need to really understand customer’s need and wants not only in term of the products/ services company offered, but also the marketing medium to give them the information. This happens because in the era of open information, advance technology and high demand and expectation from customers, if a company is still using the old way and not keep up with the latest trend, they will soon be left out of the competition and even worse left by the customers as the competitors are doing extensive work of online and digital marketing.
We have now understood the importance of Video Marketing. How can we use it properly? Gary Vaynerchuck stated that Video Marketing is highly affected business today and social media can be used as one of the most effective platform to post it. Each category of social media has its own benefit. Youtube for example, is considered as the library of content and a very efficient tool to explain the product’s details and usage, also for branding for the company. Facebook, is good at everything. You want your company to go viral real fast? Facebook it, you want to reach billion potential customers in no time? Post it on Facebook and let them do the rest. Because Facebook enables us to post and share it which turned to be one of the most important invention for marketer.
Now, with those facts, practice and platform available, what a company need to do is to create the most creative, interactive and even controversy content for their Video Marketing and post it in the platform that fit the company the most to attract customers attention and the process will do it themselves from getting their attention, convert it into leads and to the main objective to turn leads into customers.
By : Habibie