Online video marketing has become an integral part of successful marketing strategies. Online marketing sector has grown in popularity rapidly in the last one year and it’s going to get bigger in 2013. This interest in video marketing & video production has a strong reason – it is an effective way of gaining a viewers attention using both visual and sound effects.
The future of marketing is rapidly evolving every day. It’s hard for both small and large businesses to predict which trend or marketing medium will be the most effective and profitable. Here are some video marketing trends that will change the landscape of online marketing in 2013:
1. Surge for Mobile Friendly Websites
Mobile growth is now outstripping PC growth. More people are using the internet via mobile and it will continue to soar into 2013. With more than 75 percent of the world having access to mobile devices, today’s marketer can’t ignore the value of offering ‘second screen’ or mobile value for their brands and clients. Last year many companies were tasked to make their website mobile friendly i.e. responsive and easy to use on mobile but this year there will be competition in offering value in mobile apps form. What is something new that your brand or client can offer a mobile device user? It goes beyond ease of use and searching ability. This type of value will be in new information, new formats for consumption and entirely new resources.
2. Creative Content Development & Marketing
Creative content development and marketing is booming. Content and context is going to lead the way when it comes to online marketing in 2013. Creating compelling online content is now more important than ever but it’s not going to be enough, the target should be essentially providing some interesting, engaging content to customers that they value – and using this to drive additional interactions and sales from customers. It could be a “how to” video, an e-guide, a free book or styling suggestions and tips. Simply offering a product is no longer enough. You need to also provide additional useful content to potential customers. It’s all about building up and managing your online community and getting the right brand message out there. As the year progresses, we will see software and services solutions for creative content creation and syndication emerge and grow as companies try to leverage content for demand generation.
3.Integration of Offline And Online Events for Brand Awareness
In 2013 we’re going to be seeing more and more of a cross-over between online and offline channels. Cross channel campaigns include both online as well as offline marketing strategies. Offline events usually include direct mail, tradeshows, city tours, and networking events. These offline events need to integrate seamlessly with online engagement to measure the impact of these cross-channel campaigns. To improve your brand awareness, your video marketing campaign should be relevant to your customer’s requirement, thereby increasing customer engagement which will ultimately lead to more customers. To achieve this, marketers need to remove the silos in their go-to-market strategy and focus on CUSTOMERS. Simply online or simply offline experiences are not the need of the hour for any customer, what they require now is to have an integrated brand experience that triggers their purchase decisions.
4.Use of Improvised ROI Tracking Technology
As the level of complexity to deliver on brand engagement, brand awareness and revenue growth across multiple online and offline channels increases, the need to understand the back-end technology becomes a necessity for agencies and marketers. For instance, to gauge the effectiveness of any campaign, actionable reports and statistical data will become a marketing requirement, which would require knowledge about APIs and creation of such reporting interfaces so as to measure and track ROI. For this reason, a significant rise will be seen in the number of collaborations between agency and marketing technologies in 2013
5.Improved Data Visualizations
There will be a renewed focus on data visualizations in 2013, which is the way we visualize complex data sets in easy to understand formats that are worth sharing. The onus this year lies on making data accessible to everyone without any constraints. This means information in visual format like videos, animations etc would play a major role in any marketing campaign.