Marketing technology took a lot of big steps forward in 2015. Predictive analytics, engagement marketing, and account-based marketing all took hold, and companies like Facebook announced that more than 8 billion videos are viewed every day on their social network. Whoa, wait a minute, WHAT?! Yes, thatâ€™s a ridiculously huge number and just one of the many stats that suggest video is one of the hottest trends that marketers need to watch for.
Here are top five predictions for video marketing this coming year:
1. From lean-back to lean-forward
On-demand video content primarily has been used for a one-way dialog with online audiences (much like other forms of content). Thus, viewers consumed a lean-back experience. This year, watching videos will become more activeâ€“and interactive. Weâ€™ll see more lean-forward opportunities with mid-roll surveys and questionnaires and choose-your-own-adventure-style videos that enable marketers to turn videos into two-way conversations and gather some important intent data from their viewers while theyâ€™re at it.
2. From generic to personal
Video content will get personal with more and more marketers using automated video personalization to bring viewers into the story (and boost conversion rates as a result). Theyâ€™ll weave the viewerâ€™s name, company logo, or LinkedIn picture seamlessly into the video content to draw the viewer into the story and create a unique and memorable experience. What once seemed like a pie-in-the-sky idea is now possible in a fully automated fashion at scale thanks to new marketing technology. As tools like video personalization become more popular in 2016, you wonâ€™t be sending videos simply to tell your story to your audience. Youâ€™ll be customizing videos to show how itâ€™s their story too.
3. From data to insights
Weâ€™re all collecting massive amounts of data on our prospects and buyers, but the magic happens when we turn that data into actionable insights that lead to real results. This year, marketers will move on from view counts as the measure of success and will start using viewer engagement data to better understand their prospective buyers, identify their hottest leads faster, and track how videos are contributing to lead generation and revenue. The data is within reach with the right video marketing platform in place, connected to your marketing automation or CRM system. But so far, marketers have been slow to take advantage of it. As reported by Demand Metric, 72% of survey respondents say they are using no or only basic measures of video content effectiveness, giving them no way to accurately determine ROI. That wonâ€™t last.
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