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Online Video for the Direct Marketer
Consumers are viewing online video in record numbers. They are primed for online video and have even come to expect it in some cases.
In November of 2009, over 170 million US users watched online video.
Nearly 31 billion videos were viewed.
Over 84% of the total U.S. internet audience viewed online video.
The average online video viewer watched more than 700 minutes of video or 12.2 hours.
The duration of the average online video was 4 minutes long*.
*November Sees Number of US Videos Viewed Online Surpass 30 Billion for First Time on Record, comScore, November 2009
Role of Online Video
Online video enables non-linear, rich, interactive storytelling. It enables increasing the quality of customer engagement on your brand’s website. It leads to lowering the cost to acquire a new customer, increasing onsite conversions, and significantly improving overall marketing ROI.
This isn’t about viral video or video advertising. It’s about video for the direct marketer.
Condensing the Learning Curve
What may have taken a consumer several web pages to find and understand about your brand and your products or services can be communicated quickly through online video. This can be especially helpful for launching a new product or for lesser known brands needing to establish credibility with consumers.
Online video marketing provides a better website experience, helping compensate for the lack of “touch and feel” consumers go through in a brick-and-mortar channel. It removes much of the perceived risk of purchasing products and services online.
High-end home furnishings and mattress retailer AngelBeds increased conversions 11% in one month after implementing online video on its website. The amount of pages viewed by purchasers also decreased over 34% while the engagement increased represented by the 15% uptick in time on site.
Capturing Visitors with a Brand Personality
For companies that have become a commodity in a sea of competitors, internet video marketing can help a brand be more than just a logo on a list. Online video can help a brand come alive and resonate with consumers.
It can capture a website visitor at the top of the purchase funnel and help guide the consumer closer to a purchase decision while connecting with the brand. It essentially becomes a tool that sets a company apart from the competition.
This has been the case for CNI College, where online video marketing has increased the vocational school’s year over year conversion rate by 28%.
Integrating Online Video into your Overall Internet Marketing Strategy
Online video was a hot priority for 2009. Over two-thirds of marketers identified it as a primary focus in their digital marketing campaign. Now, internet video marketing is a staple. It has become a fundamental element of internet marketing that helps consumers understand and connect with your brand and your products.
A strategically developed video asset can be used to positively affect several different components of your internet marketing, including search engine optimization and social media, to name a couple.
At WebMetro, we have successfully helped clients develop online video strategies and content leading to gains in conversion rates, customer engagement, and overall marketing ROI. We have provided the Direct Marketing Association with case studies and best practices in online video. The time is now to share your brand’s story using online video.
Are you ready to learn more? Call us at 866.922.4632 to speak to one of our team members about V-Marketing, our online video marketing service.
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Tidbits of Online Video Advice for the Direct Marketer - Q&A with Michael Behrens
A small piece of what Michael Behrens, WebMetro's VP of eMarketing, shared in the Online Video session at the Direct Marketing Association conference in San Diego…
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Online Video Becomes a Force on the Web
If one had to pinpoint the area of the Internet that has developed the most within a short period of time, it would probably have to be online video. After all, it was not that long ago when there was very little video content offered on the Web and when it was users would typically have to download the content first or download media players specifically to play streaming clips. Over the past few years this has become a thing of the past and online video is now offered wherever you look on the Net.
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YouTube Redesigns Site to Highlight Premium Content
YouTube has announced that it is currently redesigning its website in a new format that will feature both premium content and user produced content. Two sources that are familiar with Google’s plans for the popular online video sharing site have stated that the site will be doing away with its current navigation scheme which includes tabs for Videos, Channels, and Community. Instead, there will be tabs which will take users to clearly defined professional content.
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