Video marketing: Predictions of upgraded marketing promos for 2018

Video marketing

It’s no secret video marketing has become a hugely effective tool for imparting marketing messages in creative and compelling ways.

In fact, it’s become so huge it’s expected to make up more than 80 percent of all web traffic by 2019, according to a recent article in Forbes. Ninety percent of global customers now report that product videos help them make buying decisions, while 64 percent say they’re more likely to buy a product after viewing such footage. As such, 87 percent of online marketers are already involved in video marketing strategies, accounting for the 35 percent of ad spend that now goes toward the medium.“In today’s fast-paced world, video marketing is one of the few types of online material that provides the value, relevance and flexibility consumers need, all while catering to the on-the-go lifestyle they want,” explains Matt Bowman in the article. “Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.”

Further, video marketing often works beautifully when used in call marketing campaigns; memorable phone numbers can be creatively incorporated into the dialogue, music or visual images to compel viewers to pick up the phone for a purchase or to learn more about a product.

What innovations in video marketing are on the horizon for next year?

  • As an experiential marketing technique, videos will be projected onto 3D surfaces like the sides of buildings and other planes. The dramatic technique will increasingly be used for product launches, opening events, etc.
  • Live streaming will become more prevalent thanks to tools like Facebook Live and a plethora of streaming apps. More interactive versions will emerge, and we’ll see the technique optimized for promotional interviews, behind-the-scenes footage and coverage of live events.
  • Brands will begin to experiment with VR video, attempting to persuade consumers to use VR wearables such as special glasses for viewing. Video content might include opportunities to engage with a given product in a virtual environment before buying.
  • Promotional 360 videos will allow viewers to use headsets or other controls to change their perspective while seeing and hearing a given message.
  • As technology and intuitive apps allow less-literate people to communicate more broadly, the Wall Street Journal predicts humans will eventually move away from text, rely on voice activation and communicate more with images than words.
  • “In the next couple years, the pressure is on in-house video marketing teams … and video production agencies to adopt new technology and integrate new trends quickly to offer more worthwhile video content,” writes author Michael Brenner on “In 2018, consumers won’t just want to watch. They’re ready to jump through the screen — or into the 3D projection.”
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