The internet has become a key marketing channel. Professionals who fail to look at the web from all angles may not see how influential certain types of content are to higher profit margins. For example, comScore, a leader in measuring the digital world, released data showing that more than 184 million U.S. internet users watched 36.9 billion online content videos in July 2012, while video ad views reached 9.6 billion.
Content marketing has grown to include multiple channels, and professionals need to spread their branding across each avenue. With such a large population of Americans engaging with video content each month, marketers have an opportunity to target interactive promotional pieces at people with proven interest in what is being sold.
B2B marketing also benefits from the emergence of video content, as promotional presentations can convey competitive advantages and help businesses attract new leads. Instead of crafting a campaign that is solely text based, marketers should explore new arenas like video content for greater lead generation and conversion. As video engagement increases, so will the number of brands transitioning some of their resources toward new marketing initiatives.