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Today, however, video is the fastest-growing content segment of the Internet. Online video has become an immovable part of the direct marketing industry. According to the "2014 Online Video Marketing Survey and Trends Report," published by Flimp Media and the Web Video Marketing Council, 93 percent of marketing professionals are using online video as part of their marketing mix and 82 percent of marketers feel that video marketing has had a positive impact on their business.
This makes sense when you consider that more than 75 percent of U.S. adults watch online video on a regular basis. According to James McQuivey at Forrester Research, one minute of video content has the same value as 1.8 million written words. That's roughly 3,600 Web pages! There is no doubt that the next generation of Web marketing will be video-heavy and will be interactive. User interaction will be as much a part of the video marketing experience as the content itself.
With this in mind, here are five key factors that B-to-B marketers need to consider when incorporating online video into their direct marketing strategies, whether it be for inbound website and SEO marketing or for outbound email and mobile video marketing for lead generation.
1. Use High-Quality, Engaging Video Content
It's surprising to see how much bad video content is being deployed by B-to-B companies on websites and in outbound email marketing to drive prospect engagement. Dispel the notion that any video content is better than no video at all. You only have five to eight seconds to make an impression and keep viewers engaged, and your entire video should generally not exceed two minutes in length.
Please, if you are serious about generating positive results, don't use audio PowerPoint videos (Slidesharks), low-cost or free animation videos (Powtoon, Animoto, Wideo), or user-generated webcam and smartphone videos. These will make an impression, but probably not the one you want to project for your company.