Over the past few years, online video has become a vital part of the marketing mix for many successful brands. We've just released our third annual, in-depth study based on survey results from over 600 marketing professionals which confirms that not only are 93% of them are using video content, but 82% of the respondents stated that it has had a positive impact on their business or organization.
Of the 600 respondents to the survey, all actively involved in marketing or budget decision making, we established the following:
- 82% of marketers confirmed that video marketing had a positive impact on their business
- 93% of marketers surveyed are using video in their campaigns
- 60% are using video for email marketing
- 84% are using video for website marketing
- 70% are optimizing video for search engines
- 70% of marketers will increase spend on video
Online video marketing has a positive impact
82% of marketers surveyed confirmed that online video marketing has had a positive impact on their organization or business.
Just 10% felt video has had little impact on their overall marketing ROI with 7% confirming they had not yet integrated video into their marketing programs.
71% of respondents reported an increase in funding for online video marketing budgets this year, with approximately 15% spending the same amount as they did in 2012. Again, only 1% of respondents confirmed they would be cutting the video budget.
Perceived barriers to entry for video marketing
The perceived cost of video production was still a major factor - 37% of marketers who held back from committing to using that medium for their campaigns. 27% were concerned that they couldn't produce high enough quality. 22% faced technical challenges and 1% blamed lack of available video assets. It will be interesting to see how the adoption of short form video via Vine and Instagram across the internet will affect these results in 2014.
93% of marketers confirmed video was part of 2013 strategy
The survey confirmed that: 93% of internet marketers answered with a “Yes” when asked if they planned to use video content as part of their online marketing, sales, or communications strategy during 2013. This was an increase on the 2012 figures of 81%. As the technology gets easier to use and the public's hunger for this type of content increases, video has become a mainstream digital medium for online brands and businesses. Only 1% of those surveyed said that they wouldn't consider video to form any part of their campaign.
Source: The web video marketing council, together with survey partners ReelSEO and Flimp Media.