B-to-B: Video, the Last Frontier
The explosion of the tablet device market is likely to have a major impact on business video marketing. According to an Interactive Media Strategies' February 2011 business executive survey, more than half of the 1,002 survey respondents said they would boost their viewing of online business video content if they could access it via a tablet device.
This presents technical challenges for marketers. Mobile video marketing solutions must be fully automated, which means they must have:
- the ability to have multiple video formats and bit rates encoded simultaneously without having to upload more than one original video file; and
- the ability to auto-detect the type of viewing device (phone, tablet, laptop), connection speed, operating system (Apple, Android, Windows), and browser type, so the optimal video format and bit rate (video speed) can be delivered automatically. This means making video content available in both HTML5 format for smaller smartphone screens and Flash format for PCs and Macs.
4. Have Actionable Tracking
Good metrics are essential to understanding the success of sales or marketing initiatives. Direct marketers require both the ability to engage target audiences with high-impact video and multimedia content, and real-time, actionable viewer tracking and reporting that allows the sales team to follow up with qualified prospects immediately.
Actionable tracking collects details about a specific users' interactions by following their email addresses and other data. Good software tracks metrics like total engagement time, length of time watching video, video starts, videos watched to completion, call-to-action links clicked, number of emails forwarded and to whom, social media sharing activity and viewing device used.