Online video plays a critical role in today's digital marketing strategis for engaging with consumers. With a majority of U.S. web users regularly watching video, the potential for online video is clear: It can effectively drive clicks and conversions, turning casual consumers into loyal customers. Conversion is one of the most powerful and easily measurable benefits of video. A well-placed video supporting complex products and services can create up to a 90% conversion uplift.
Businesses are increasingly investing in tools and resources to deliver high-quality video content—the Adobe 2012 Digital Marketing Survey underscores this interest in video marketing, with 61% of digital marketers citing video as the top optimization strategy for conversions. Online video provides rich digital experiences that can accomplish a number of business objectives, including:
- Driving conversion through information and education on product and service offerings
- Building brand awareness and driving engagement
- Providing support and training resources for post-sales self service
- Leveraging consumer loyalty through user-generted content that promotes brand and products