Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why Video Marketing is the Game Changer" defines the state of video behavioral acceptance trends and inbound marketing. Video marketing is rising in its usage and is now on the radar of C-Suite executives. Moreover, video marketing has become the dominant marketing trend over the past half-decade.
Numbers don't lie. Video tactics held a dominant position in overall marketing strategies, and the numbers tell quite a story. In 2017, 63% of marketers reported they were implementing video marketing as a promotion tool. Fast forward to 2018, and that number rose to a whopping 81%! Further, that number climbed to a chart-topping 87% over the last 12 months. From 2017 through the beginning of 2019, video marketing has been surging past other trend barometers and has left other tactics in the dust.
How Much Video in the Pipeline
Video marketing in 2019 is now in use by 87% of brands and marketers. Only 13% of businesses opted out of using video as a marketing tool. If you are considering how important video is to marketers in 2019, 91% of them believe videos are an indispensable part of their marketing strategy. It has come to pass that we find ourselves living in the 'visual society.' This visual society forecasted in the book, "China's Megatrends, The 8 Pillars of a New Society," spoke to the rise of visual communications over and above text.
Marketing trends that rise to the top are those trends that generate good or better ROI. Speaking of ROI, 2019 reports state that 83% of marketers are enjoying a good ROI. Although, a good ROI is challenging to come by these days.
Naturally, people are enamored with successful marketing outcomes. Therefore, it's a foregone conclusion that the video marketing trend is attracting much higher levels of competition. Moreover, 90% of video marketers stated that competitive levels have been rising and they expect that noise and clutter to intensify.
Marketers Avoiding Video Usage
One would think given the surge and success stories achieved through video marketing that most stewards would be jumping to get on board. However, there are a few holdouts that are not only refusing to use video but are also stating reasons that they believe justify their decision.
- 23% state they lack the time
- 21% admit they don't know where to begin
- 14% allude to being unclear on the ROI numbers
- 12% believe video is cost prohibitive
- 9% say they fail to see the need for video content
- 5% say they failed to convince decision-makers of video's value
More importantly, 74% of marketers not using video marketing today stated they expect to begin using it in 2019.
How Video Is Trending
- YouTube - 87% of Video Marketers have used YouTube as a channel (The same number as 2018)
- Out of that 87%, 80% stated video has been successful (Down from 90% in 2018)
- 88% plan to use video marketing in 2019.
- Facebook - 84% of Video Marketers have used Facebook as a channel (Up from 68% in 2018)
- Out of that 84%, 85% of them stated video has been successful (Down from 87% in 2018)
- 78% plan to use video marketing in 2019.
- Instagram - 51% of Video Marketers have used Instagram as a channel (Up from 41% in 2018)
- Out of that 51%, 88% of them stated video has been successful (Up from 87% in 2018)
- 67% plan to use video marketing in 2019.
- LinkedIn - 51% of Video Marketers have used LinkedIn as a channel (Up from 38% in 2018)
- Out of that 51%, 84% of them stated video has been successful (Up from 75% in 2018)
- 61% plan to use video marketing in 2019.
There are more statistics and data from other various video channels, such as Snapchat, VR, Twitter, Webinar, and others, and you can access the full report at http://wyzowl.com.
Video Types
Technological advancements are changing the types of videos that deserve consideration, and more importantly, how each video content type is most preferred. Not only are video sizes and layout types changing, but also the types of video that are now being consumed.
Again, and according to Wyzowl, the following list represents how respondents identified the type of video they would like to see more of:
- 39% stated explainer videos
- 20% preferred seeing more entertaining 'viral' style videos
- 12% wanted to see more demo videos
- 10% said video blogs
- 9% voted for interactive videos
- 6% said they wanted more software tutorials
As stated and it's likely that you have noticed that video types and styles are changing the game. Regardless of being a B2C or B2B sector business, leaving video marketing off the table is a dangerous proposition when it comes brands raising their competitive forces.
Print is Video's Helper
As more and more videos enter the marketing fray, cutting through the proverbial clutter presents a new challenge for ROI. Direct marketing via print is proven to have a distinct advantage in cutting through digital clutter, and in many cases raises online engagement and participation into double-digit territory. Direct personalized marketing delivers audiences to online destinations and thus provide a competitive advantage for those marketers that add print to their video and digital marketing campaigns.
The Net-Net
Video marketing is the game changer in a visual society. As you consider various marketing tactics and strategy, we contend it would be wise to invest in video content creation. Add personalized print marketing to the mix and your video content campaign initiatives will rise above the brands that fail to include print in the mix. Thanks for reading "Why Video Marketing is the Game Changer."
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