7 reasons why video should be part of your marketing strategy

1.  U.K. online video viewing figures up 37 percent in 2010 compared to 2009
2.  U.K. audience’s respond more to the internet than any other form of media  
3.  Online videos recommended on the social networks get longer views
4.  The older generation are becoming increasing responsive to on line video
5.  With print advertising in decline, online video marketing continues to grow
6.  Having video on your website will help you to stand out from your competitors
7.  Internet users respond more favourable to online video than they do TV advertising


1.   U.K. online video viewing figures up 37 percent in 2010 compared to 2009

Research published  in April 2010 from the comScore Video Metrix service indicated that 5.5 million videos were viewed online in the UK in February 2011, up 37 percent versus the previous year.

Facebook is ranked as the fastest growing website with video content in the top 10, surging 205 percent in the past year to 43 million videos viewed. BBC Sites (up 143 percent), ITV sites (up 134 percent) and Sky Sites (up 139 percent) also achieved triple-digit growth rates over the past year.

2.  U.K. audience’s respond to the internet more than any other form of media  

Video attracts visual learners.  We know that different people learn in different ways.  Some people learn best by seeing things demonstrated rather than reading or listening to someone talk about it. Adding video allows you to better reach visually-oriented customers.

The internet plays an increasing level of influence in the lives of the UK population.   Sourcing information from the internet is now twice as popular as from TV, friends and family, advice from colleagues, information through mail and at least 3 times as popular as via radio or print media.  



 

3.  Online videos recommended on the social networks get longer views

4.  The older generation are becoming increasing responsive to on line video

UKOM (the U.K. Online Measurement Company powered by Nielsen) revealed that people over 50 were responsible for the majority of the increase in U.K. Internet usage over the last year.  The size of the U.K. Internet audience grew by five percent from 36.9 million people in May 2009 to 38.8 million people in May 2010. Of these 1.9 million new Internet users, 1.0 million (53 percent) were at least 50 years old.

“The Internet is getting older in more ways than one. Not only is the medium itself maturing but the audience is shifting towards older age groups,” said Alex Burmaster, Nielsen’s vice president of global communications for online. “This growth is a reminder, if one was still needed, that it is very much a form of media utilized by all age groups. The fact that one in four Britons who use the Internet today are 50 to 64 years old proves it is no longer the sole preserve of the young and technologically minded.”

The types of websites where people over 50 years old are most likely to be found are a varied mix of health, video, community, travel, fashion, genealogy and cooking. People aged 50 or over account for 31 percent of people online. Health website RealAge has the highest concentration of people this age amongst its visitors – 89 percent are aged 50 or over. RealAge is followed by video site Flixxy (80 percent) and community site Saga – of which 78 percent of the audience is at least 50 years old.

5.  With print advertising in decline, online video marketing continues to grow

In 2002 the printing sector’s contribution was £438 million, that improved to almost £609 million in 2003 and £619 million in 2004 before falling back to £543 million in 2005, £429 million in 2006 and £415 million in 2007. Statistics provided by www.britishprint.com

When we compare these figures with billions, rather than millions spent annually on online advertising in the UK, we note that this trend is set to continue to increase for the foreseeable future, according to research undertaken by eMarketer, the Digital Marketing and Media research agency.

6.  Having video on your website will help you to stand out from your competitors

As a small business, you can use video to engage your customers and make more personal connections. While your competitors are trying to sell with text on their barely functional Web site, you establish yourself as a company who not only understands the industry- but understands- and responds- to the needs of your customers.

One way of using video to attract new clients and increase referrals is to create informative How-To video tutorials. For example, if you run a loft conversion company, why not create videos explaining how to do all the in between maintenance that’s required before your next visit. Show them what they can do to help minimize the cost of the conversion, or what they can do to help speed up the process, perhaps with a focus on the planning permission process.

Take all the questions you get from customers every day and turn the answers into video content for your Web site. It’s a powerful differentiator that will set you apart and make you even more useful to your customers. If your prospects feel like they know you, your name, what you look like, have heard your friendly voice or that of the presenter- they will be more likely to call or email you with an enquiry.  

To complete effectively in 2011 there is no question that businesses need to develop a video marketing strategy. Your customers and clients huge appetite for online video shows no sign of decreasing. Although these statistics illustrates the trends in the US, we can see similar patterns, and expressions of interest in video advertising, in each market sector in the UK.

7.  Internet users respond more favourable to online video than they do TV advertising

The difference between viewing videos on line as opposed to TV content is that viewers of online content are in a captive, rather than passive, state of mind.  

The other difference with video on the web is that it tends to be more relevant to, and focused on, the needs of the viewer. These statistics demonstrate that viewers tend to think more favourable towards brands who communicate with their audience using online video than TV advertising, which is generally targeted towards a more generic target audience.

We have a long standing track record of producing videos that are PROVEN to increase sales, and build long lasting, meaningful relationships.

To discuss how you can capitalise on this opportunity call a member of our friendly team today on 0203 086 7440