Is marketing video a real asset
Posted: Sat Jan 04, 2025 6:28 am
Marketing video is an increasingly popular and essential email data tool for tomorrow's marketers. Indeed, changes in consumption patterns mean that the curve between television and video on the web is reversing. The younger the generations, the more they consume videos on the web. Even if the average per Internet user is 32.3 videos in a month, Generation Y consumes an average of 24 hours of video per week. Unlike their elders, the question of choice and not of proposition remains. Generation Y does not wait, it goes looking and consumes.
Based on these changes, marketing professionals are increasingly focusing their strategies on video. Whether in BtoB or BtoC, marketers agree that video has only advantages. For 52% of them, video brings a better ROI [1] as well as a more positive and dynamic image. The same source mentions that in 2016, 96% of BtoB marketers were thinking about or have switched to video. In addition, 59% of executives prefer to watch videos rather than read texts.
Based on this assumption, we can ask ourselves if video is a real strategic asset for BtoB companies?
Today, video is the fourth most used tool behind newsletters, blogs and social networks. This is explained by different criteria:
Changes related to consumption
The fact that 74% of web traffic is video-oriented
That 96% of companies are turning to a video marketing strategy while today only 6% use it
Return on investment
Diffusion on all social networks
The dynamic and attractive side of the video.
Changes related to consumption force companies to adapt and renew themselves. In the BtoB sector, it is still not very visible, but it is a real desire of senior executives. Indeed, 59% of them prefer to watch or listen to a video rather than read an article. Based on this other observation, video is and will become the most relevant marketing tool in the future.
Based on these changes, marketing professionals are increasingly focusing their strategies on video. Whether in BtoB or BtoC, marketers agree that video has only advantages. For 52% of them, video brings a better ROI [1] as well as a more positive and dynamic image. The same source mentions that in 2016, 96% of BtoB marketers were thinking about or have switched to video. In addition, 59% of executives prefer to watch videos rather than read texts.
Based on this assumption, we can ask ourselves if video is a real strategic asset for BtoB companies?
Today, video is the fourth most used tool behind newsletters, blogs and social networks. This is explained by different criteria:
Changes related to consumption
The fact that 74% of web traffic is video-oriented
That 96% of companies are turning to a video marketing strategy while today only 6% use it
Return on investment
Diffusion on all social networks
The dynamic and attractive side of the video.
Changes related to consumption force companies to adapt and renew themselves. In the BtoB sector, it is still not very visible, but it is a real desire of senior executives. Indeed, 59% of them prefer to watch or listen to a video rather than read an article. Based on this other observation, video is and will become the most relevant marketing tool in the future.