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Interactive Marketing Agencies Find Video Effective But Challenging

A new survey indicates that while many interactive marketing agencies realize the tremendous potential value that video can offer as a marketing tool, this tactic is still proving difficult for many of them to master.

A new Video Marketing Strategy Survey Summary Report looked at the ways in which marketers are using video content, as well as the challenges they face in utilizing this form of content effectively.

As part of their research to gather the data for this report, the firm surveyed nearly 300 marketers worldwide, most of whom were in the B2B realm.

The survey found that marketers’ most important objectives in using video were increasing brand awareness, boosting online engagement and improving customer education.


And it does seem to be effective at helping achieve those goals: 25 percent of marketers deemed video very effective in achieving important objectives, while another 60 percent said it was somewhat effective.


However, marketers acknowledge a number of big obstacles that make it difficult to get the most out of video. The top challenges cited were lack of an effective strategy and lack of compelling content.

These findings don’t surprise us, as we have seen many instances where businesses decide to make video a primary component of their marketing strategy, and in their enthusiasm try to jump into video too quickly without having a detailed plan.

Like any other major marketing tactic, video requires planning and careful thought. The key to a successful video program is all in the execution. Video can be one of the most challenging and time-consuming types of content to produce and coordinate. The good news is, creativity and innovative thinking can go a long way, and can often get better results than a sophisticated and sleekly produced video that doesn’t catch viewers’ interest.

Launching a new video campaign requires planning and foresight. Generally speaking, you want to avoid a one-off approach. If your audience enjoys your first video, they will likely look for more. The greater the inventory of content you can provide, the longer you will keep them engaged and the more likely they will be to convert.

The first step in coordinating a video strategy is to identify your primary objectives. Then you want to brainstorm ways that you can best use video to help you achieve those goals. Creating video content requires equipment and other resources. With careful planning, there are ways to maximize the video content produced in a single project, allowing you to get the benefits of a major video campaign even if you don’t have a big budget. For example, you can use video clips on your website, while also using some of the same assets as part of your social media or online advertising campaigns.

We believe a successful video strategy is all about storytelling. Your audience must feel a connection to your message, and a boring, serious announcement won’t make that happen. Instead, you need to create a story, one that strikes a chord with viewers and compels them to follow the tale as it unfolds. That gets them invested, and makes them want to learn more or get involved.

Using video as part of your social media strategy is a smart move, as stats have shown that video-based posts generate higher engagement and interaction rates. When done well, video content also has the potential to go viral, which can significantly broaden your reach and greatly help your brand awareness.

If you are eager to capitalize on the benefits of video but are intimidated at the prospect of undertaking this challenge, you need a great interactive marketing agency to handle this for you. KEO Marketing can take care of the planning and execution of your video content, and all other aspects of your digital marketing strategy.

Source: Ascend2 Video Marketing Strategy Survey Summary Report


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.