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Video is the fastest way to connect with potential customers
According to eMarketer, "nearly 60 percent of all internet users watch video regularly" (eMarketer, 2007) and this percentage is growing at an astonishing rate.
As Gary Barker of iMedia Connection confirms, 'how-to' videos can strengthen the corporate image and "spotlight your thought leadership - or reduce the number of support calls" (Baker, 2007).
Videos on a website increase traffic as visitors are more likely to return to continue the experience they enjoyed the previous visit and because "Google has recently started giving videos much greater prominence in regular search results." (Viney, 2008 p.117)
Videos also encourage visitors to stay longer (referred to by Search Engine Marketers as 'stickiness'), "Browsers are 50% more likely to stay in your site if it contains video" (Bernoff, 2005). A sticky site helps increase Google position which, in turn, adds to the traffic, "A typical video-laden site sees its traffic double every six to eight months." (Bernoff, 2005).
Video makes an emotional impact and is reported to significantly increase sales. The Online Publishers Association surveyed a sample of internet users and the results clearly illustrated the power of video ads.
Mehrabian states that people remember "50% of what they see and hear together" (Diamond, 2006) and that videos communicate messages considerably more effectively and viewers understand and remember more than if by reading, hearing or seeing alone.
Conclusion
The key to creating a meaningful and lasting corporate image is powerful branding. Videos are perfect for strengthening corporate image because they deepen understanding of the brand and communicate the corporate values.
Video embedded in web pages helps them to attain a higher position in Google search results. Many people associate companies that achieve high Google listings with quality products and services.
It has been learned that video, as a means to instigate consumers to take action, is incredibly superior to text and images alone.
Although the power of television adverts has been diluted by familiarity and the audience majority's indifference to random products, video found on the web impacts on people at an emotional level because they are actually looking for that product and therefore are open to the message.
The negative of using video for marketing on the internet is the time and skill required to produce the artefacts. It is possible that if not done to a professional standard they may damage a brand; most of us are used to the high standards of the successful television broadcasters which can make even well produced corporate or promotional video look cheesy to us!
References
The eMarketing Website. (n.d.). Retrieved August 23, 2008.
Baker, G. (2007). 5 Steps to Successful Video Advertising. Retrieved September 15, 2008, from the iMedia Connection website.
Viney, D. (2008). Get to the Top on Google: Tips and Techniques to Get Your Site to the Top of Google and Stay There. London: Nicholas Brealey Publishing.
Bernoff, J. (2005). The Real Potential Of Internet Video. Retrieved September 13, 2008, from the Josh Forrester Research website.
Diamond, D. (2006). The Shocking Facts About Rich Media Every Web Designer Should Know. Retrieved September 3, 2008, from the Article Pros website.
By: Gail Gardner
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