Regalix releases its 2014 Video Marketing and Advertising: Trends and Tactics Report
Palo Alto, CA (PRWEB) February 21, 2014 -- Regalix, a digital marketing company announced the release of its 2014 Video Marketing and Advertising: Trends and Tactics Report. The survey demonstrated that although marketers use video marketing for a variety of goals, some objectives are prioritized more than the others:
• The survey featured that the topmost objective for video marketing by B2B Marketers is creation of brand awareness, as reported by 83% of respondents
• This is followed by triggering customer engagement (77%) and building credibility and trust (71%) as the goals pursued by marketers with respect to video marketing
Tweet: @Regalix releases its 2014 #VideoMarketing and Advertising: Trends and Tactics Report http://goo.gl/bWeRBJ
Vikas Sharan, CEO, Regalix “Video marketing has grown rapidly in the past few years and 2014 will experience a dramatic upsurge. With video being a great visual tool coupled with new technologies and practices will definitely help companies and brand in a positive way.”
Regalix surveyed some of the top marketing executives and professionals to understand the current trends in video marketing and measurement, designed to help B2B marketers enhance the effectiveness of video marketing.
The top findings of the report include:
78% of marketers engage in video marketing
94% marketers believe that video marketing is an effective sales and marketing tactic
84% of marketers reported an increasing demand for videos and other visually rich marketing material
77% marketers claimed that their customers prefer visually rich marketing material over static/text-based material
50% marketers allocate 10 to 25% of their creative budget towards video marketing
83% marketers use video marketing for branding or to increase awareness around their brand
94% marketers use tactics to enhance discoverability and shareability of their videos
Detailed Findings
Findings of the report include usage and adoption rates of video marketing by B2B companies, an analysis on the current challenges plaguing effective deployment of video marketing in organizations along with actionable tips on using different types of video to advance buyers/prospects along the purchase cycle.
Video Marketing Usage
The survey demonstrated that B2B marketers are now embracing video marketing in a big way:
• The survey showed that 78% of marketers use video marketing advance customers further along in their purchasing journey
• 84% of respondents reported that there is a neutral to high demand for visually rich and interactive material by their customers
• 77% of respondents reported that their customers prefer visually rich marketing material over static or text-based material
• 23% of survey respondents reported not engaging in video marketing, even though 89% of them uphold that video marketing is an effective sales and marketing tactic
Metrics and Measurement
The survey demonstrated that the leading metrics for measurement of video marketing performance correlated directly with the objectives set for the exercise
• 85% of the survey respondents reported using number of video views as the top most metric used to analyze branding campaigns’ performance
• Views were followed by click rates and Google analytics event tracking (registrations) as a leading metric for analyzing video engagement and overall performance; as reported by 62% of the survey respondents
Challenges Encountered
• Difficulty in measurement of ROI was cited by 73% of respondents as the biggest challenge faced by them in execution of video marketing
• The second biggest challenge preventing video marketing success was found to be lack of budgets for video production and distribution, according to 73% of survey respondents
• Other challenges include lack of in-house expertise in video scripting and production, difficulty in converting viewers into buyers etc
Video Marketing and the Buying Cycle
The most popular video types used by B2B marketers in their marketing mix were found to be Corporate videos (77%), Product demos (71%) and webinars (69%). However, the effectiveness and usage of video types differs from one stage of the buyer’s purchase cycle to the other:
• The top three types of videos to create brand awareness were found to be corporate videos (92%), viral videos (69%) and on-location/at-event videos (57%)
• In the consideration phase, the most effective videos were found to be webinars (71%), testimonials (67%) and chalk-talks/expert-talks videos (64%)
• During the intent to purchase phase, product demos (88%), case studies (75%) and webinars (63%) were found to be used the most
• When the prospect is taking the decision to purchase, marketers reported using how-to-tutorials (41%), product demos (40%) and case studies (25%)
• The survey showed that video types such as testimonials (40%), how-to-tutorials (35%) and case studies (29%) are used by marketers to create a positive impression and reaffirm the purchase decision of the buyers
• The survey found that in order to promote engagement and spark interactions with clients, marketers use webinars (79%), vlogs (67%), vine( 67%), presentation (67%), and interview videos (67%)
• The survey also found that in order to encourage customers to repurchase solutions, 63% marketers reported using videos such as behind the scenes/documentary to make the customers come back for more
• To win customers’ loyalty, marketers use case studies (43%), user testimonials (30%) at-event videos (25%), documentaries (25%) and presentations (25%)
• To ensure that buyers become brand advocates and spread the brand’s message on its behalf, marketers use good old case studies (43%), testimonials (35%) and documentaries (38%)
Overview
The survey was conducted by Regalix Inc, and respondents included CMOs and mid-level marketing professionals from leading B2B companies.
The Video Marketing and Advertising: Tactics, Measurement and Trends 2014 was compiled using the survey results and covers the latest video marketing trends, tactics, metrics and challenges faced by B2B marketers in today’s dynamic market environment.
To download the complete report, please visit http://goo.gl/bWeRBJ
Supporting Resources
Read more about video marketing at http://www.siliconvalleyvoices.com/
About Regalix:
Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow. They create successful ventures with clients through co-innovation and idea-driven frameworks, that inspire companies to think differently. Founded in 1998, Regalix is based in Palo Alto. For over a decade, we have provided complete marketing services – Social, Mobile, Content, Multi-channel Campaigns, Technology Development, and Analytics – to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMWare, NetApp, Cypress, LSI, Keynote, and MetricStream.
Annie Gupta, [email protected], +91 9916840500, [email protected]
Share this article