2012 Will [Definitely] Be the Year of Video

By | December 1, 2011

It’s all over the Internet, stuffed into every eNewsletter, offered up on any website that works, glowing LED at every click. It’s marketing VIDEO. By the end of 2012, we’re going to be seeing so much of it people will begin to ask [all over again] whether “this is the death of print.”

Examples? How about the following three videos, all of which landed on my desk in a single morning (December 1).

Square2Marketing has its “Video Marketing Minute.”

Direct Marketing IQ [Target Marketing Group] has DMIQTV.

Production Solutions features Package Formats that will get your attention.

None of these videos are fancy-schmancy. They feature real people talking about — and demonstrating — marketing expertise. The films are short, sweet, and targeted.

There’s plenty more where this came from, so if video isn’t on your 2012 calendar (yet), you still have 30 days to put it there. Happy New Year!

p.s. In its Who’s Mailing What archive report, DirectMarketingIQ.com reported a big crash (33% decline) in B2B direct mail in 2011. Please note that all of the above videos are B2B efforts.

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6 thoughts on “2012 Will [Definitely] Be the Year of Video

  1. Gee Ranasinha

    Video content can provide the single highest level of communication that a company can have with their customer, and simply cannot be ignored if you’re looking to be competitive online.

    Some stats:

    Shoppers who watched product videos online were 144% more likely to “add to cart” than shoppers that didn’t. (Internet Retailer, March 2011).

    Video can be a great SEO asset. Assuming correct video SEO optimization, web pages containing video can increase the likelihood of a front-page Google result by 53x. (Forrester, January 2010).

    It’s not just about consumers: 59% of senior executives prefer to watch a video rather than reading web text. (Forbes Insight, December 2010).

    Over the past 18 months we’ve seen the amount of online video production that we produce for clients more than treble.

    Most clients want a short, sharp intro video on their website’s homepage (“Hi, Is this your problem? This is how we solve it, and this is why you should work with us rather than someone else”).

    Alternatively they want a longer, more modular video that can be post-edited and multi-purposed for a number of applications – sales presentations, landing pages/microsites, tradeshow booths, etc.

    Along with optimizing your website’s content and design for mobile devices, video should be one of your top marketing priorities for 2012.

  2. Nancy Scott Post author

    Hi, Gee…. Right on all counts. I am especially interested in your “correct video SEO optimization” remark noting that good SEO practices can boost Google front page by 53x. I found this TechCrunch link to a short article about that: http://techcrunch.com/2010/03/10/video-seo-top-google-search/. Also, here’s a great article on video SEO specifics. http://www.marketingclout.co.uk/blog/seo-revived-video-star-how-boost-your-search-ranking. What would you recommend folks do to optimize video search?

  3. Todd Butler

    Everyone assumes that the only way to deliver video is on-line. Netflix and the USPS would suggest that the Postal Service does a pretty good job at successfully delivering video.

    Video delivered by the USPS has several advantages over on-line delivery such as not having to wait five minutes for a 30 second ad to play, delivery is not stopped by spam and other email filters, and the video can be delivered with print collateral.

    As far as companies abandoning B2B direct mail it is obvious that someone has not evaluated their costs correctly. If you use email for acquisitions your cost per delivered message is at least ten times the cost of delivering video or traditional direct mail through the USPS.

    listpriceindex.com posts the average cost for email lists. The current cost is $252 for a B2B (down $21 from last year). The V12 group published an email marketing piece that says the average open rate for their clients (acquisition email) was 2.48% in 2010. An open is when the graphics in an email are downloaded. Without the graphics an email is not readable.

    Therefore 1,000 acquisition email addresses cost $252 with a delivery of the marketing message as the advertiser intended of 25 pieces per thousand emails sent. Cost per readable message – $10.08. Cost per readable message using postcards – $0.50. Cost per readable message using a disc based mail piece – $1.00 – $3.00, depending on quantity sent. Cost per thumb drive based mail piece approximately $4.00 each.

    With the cost of acquisition emails running $10.00 per delivered readable message, businesses could really wow potential customers with in-page video for about the same money as sending an email.

    Todd Butler
    Butler Mailing Services

  4. Gee Ranasinha

    Hi Nancy.

    Video SEO is quite similar to textural SEO. Factors to consider include:

    1) Age: update video content regularly – at least as regularly as you update your products/services.
    2) There’s slightly higher SEO potential in hosting the videos on your own website, rather than using a third-party host such as YouTube or DailyMotion. This is because you have more of an opportunity to tailor the video URL to the keywords that you’re targeting. Hosting video content yourself is not for the faint-hearted, so I would advise seeking out the help of an expert before going down that road!
    3) Search engines can’t “read” videos on their own (yet!). They need help in order to index your video content with a video sitemap that describes your entire video repository.
    4) Embed videos using static-embedding or JavaScript-based embedding techniques. Don’t use browser “pop-up” windows as most search engines have difficulty “seeing” video content when it’s presented this way.
    5) As with all SEO techniques, make sure that you have all associated metadata available where search engines can find them. They need to know the length of the video, its format, size (height x width), availability of a thumbnail preview and – most importantly – a transcript (a written version of the video’s audio).

    The above are the main points. There are others, but your video content services partner should be able to advise you on the rest.

    “video content services partner” ? Sure! Just as you should employ the services of a web professional to set-up and optimize your website, speak with someone experienced in video content production (hopefully us!) before implementing video into your marketing mix.


  5. Nancy Scott Post author

    Gee, thank you for the great tips. Very helpful.
    Todd, you’ll get no argument from me about the shortcomings of much online video (another topic I’m sure Gee can address better than I). No doubt direct mail is an effective — even essential — part of acquisition marketing. DMIQ’s “Who’s Mailing What” analysis led to their conclusion that B2B marketers had been doing far less direct mail in the first six months of 2011, compared to 2010. Meanwhile, I’ve seen an explosion of B2B marketing video, not necessarily for acquisition, but certainly as a substitute for textual content marketing. As for in-page video, yes. That’s the idea!

  6. Gary Mabrey

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