vidyard-2019年视频报告(英文)-2019.5-45页.pdf.pdf
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1、2019 State of video in business reportTable of ContentsYour business is now a media companyThe state of video in business in 2019Video everywhere has big implicationVideo takes on social, web, and inboundNew video experiences focus on engagementVideo humanizes B2B sales and supportVideo tools and te
2、ch see rapid adoptionTop video trends for 2019Staying on top of the trendsTop people and blogs to follow033307392Video builds relationships. Relationships build trust. Trust drives revenue.Andrew Davis Best-Selling Author, Speaker, and Marketing LegendREWIND Your business is now a media company4Digi
3、tal channels are noisier than everIn recent years, weve seen significant changes in marketing, sales, and customer service. Businesses are now operating at massive scale through the digitization of processes and automation of communication. While these technologies have brought about incredible effi
4、ciencies, they have also become a victim of their own success. Its easier than ever for businesses to acquire data about prospects and to communicate with them via automated email, social media, digital ads, and even phone calls. People are now inundated with dozens of impersonal brand messages and
5、sales pitches every day, leaving them desensitized to traditional marketing and sales tactics. As a result, email response rates continue to decline, people increasingly let their phones go to voicemail, and ad blocking software ensures that Internet users see fewer pop-ups than ever before. 5Unlike
6、 static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them.Audiences expect more and lessAll the while, audience behaviors continue to evol
7、ve and adapt. Tolerance for irrelevant and impersonal content is at an all-time low (ignore, unsubscribe, next.) while expectations around brand experiences are at an all-time high (educate, inspire, and entertain). Audiences seek out short-form content that is clear, relatable, and authentic while
8、in the early stages of a buying journey and longer form content that is educational, visual, and trustworthy when making purchase decisions. Welcome to the era of engagement and trustIn this new era, businesses must alter how they go to market. To gain attention, they must be timely and interesting.
9、 To drive engagement, they must be relevant and valuable. To build trust, they must be authentic and transparent. And more than anything, they must connect with buyers and customers on a more personal level. These trends are resulting in a massive tailwind for video in 2019 which will force more bus
10、inesses to start thinking and acting like media companies. A Blueprint For Successful B2B Video Marketing,Forrester, October 20176PLAY The state of video in business in 2019701 Video everywhere has big implications8Its no secret that 2018 was a banner year for video. More than 75% of all Internet tr
11、affic is now streaming video content with that number expected to rise to 82% by 2022. Facebook, Twitter, Instagram, and LinkedIn were flooded with video while Facebook reported audiences gaze 5x longer at videos compared to static content. Meanwhile, a whopping 82% of businesses reported greater in
12、vestments in video in 2018 and Vidyards B2B clients published 83% more videos on a monthly basis compared to the previous year. This surge in video publishing was supported by reports that video continues to be highly effective across multiple online channels. According to Wyzowl and Demand Metric,
13、video is helping to increase dwell time on digital properties, drive more sharing on social media, and produce greater conversion rates for email marketing and lead generation.In 2019, businesses will build on this success by accelerating their investments in video content, making it an integrated p
14、art of how they communicate and share information. 9Marketers scale supply to meet growing demandThe surging demand for video is having a significant impact on marketing teams, particularly as they look for new ways to engage prospects and deliver more personalized experiences. While video is now a
15、mainstay in most brand and communications programs, 2019 will see video go full-funnel and cross-channel for marketers in a big way. For some, it will mean incorporating video more extensively into their websites, social media channels, and digital advertising programs to drive awareness and interes
16、t. For others, it will mean investing in video-based explainers, webinars, product demonstrations, customer stories, and thought leadership to support the buying process. The expanding role of video is forcing businesses to rethink how they empower digital marketing, content marketing, social media,
17、 email marketing, demand generation, customer marketing, and sales enablement teams to source and/or create video at greater scale. As a result, marketers will increase their investments with video production agencies and service providers with many also hiring in-house producers to meet the increas
18、ing demands for video. The growing presence of video on websites, landing pages and other channels will also create added pressure to ensure video playback experiences are on-brand and meet accessibility compliance requirements.10Recommendations for 2019 1. Partner with a trusted video production ag
19、ency and/or seek out freelancers to help you scale higher-end video production. Consider independent producers, video production agencies, and content mediation platforms such as Movidiam, StudioNow, and Wooshii.2. Invest in your in-house video production capabilities to make this a core competency
20、of your marketing team heading into 2020. Consider hiring a dedicated video producer and/or training up your content marketing, social media, and communications teams.3. Experiment with different approaches to creating conversational and educational video across your teams. Explore different options
21、 such as webcams, screen recorders, DIY video creation tools, and entry-level video production equipment.Video creation becomes democratizedAs video ventures its way throughout the customer lifecycle, the way businesses think about it is changing fundamentally. The idea of video production is being
22、complemented by video creation, a subtle but important shift that recognizes the growing use of video as a conversational medium that can be leveraged by nearly any team across the business. Much like employees are expected to create emails, documents, and presentations today, they will be empowered
23、 to create videos to improve the way they communicate across the business. This will lead to widespread adoption of video capture and creation software, ranging from webcam and screen recording tools to lightweight video editing and compositionin addition to the expanded use of smartphones, DSLR cam
24、eras, and entry-level video production gear. A major implication of this trend is that the number of video assets created and shared by the average business will grow exponentially in 2019 and 2020, forcing them to consider how to evolve their video creation, content management, and playback strateg
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