Lights, Camera, Call to Action - Trends in Video Marketing

September 2012
Lights, Camera, Call-to-Action: Trends in
Video Marketing
The media theorist Marshall McLuhan famously noted, “the medium is the Research Brief
message.” He meant that new forms of media have their own set of rules, Aberdeen’s Research Briefs
and that content is ultimately developed that takes advantage of these rules. provide a detailed exploration
McLuhan’s maxim still holds true today as marketers come to terms with of a key finding from a primary
the powerful medium of video to engage with buyers through digital research study, including key
channels. Between May and July 2012, Aberdeen surveyed over 100 performance indicators, Best-
marketing and sales professionals about the use of Rich Media in external in-Class insight, and vendor
prospect and customer communications, including video. We found that insight.
Best-in-Class companies are more likely to use video in their content-based
marketing efforts. This research brief considers the best practices these
companies are adopting to get their message heard in Technicolor.

Business Context: Of Medium and Message
The challenge to be heard above the noise is in many ways the essence of Research Definition: Rich
promotional marketing. Today’s competitive markets and multitude of Media for Sales and Marketing
channels offer no refuge, and as seen in Figure 1, difficulty in differentiating
in a “noisy” market is the top-most cited pressure by study respondents. Rich media is the use of visual,
The other top pressures are in many ways typical marketing and sales audio, video, and interactive
communications mediums,
concerns; budgetary pressure (i.e. the need to do more with less), lead
including video, audio, online
conversion, and market segmentation. Adoption of video-based marketing chat, web meetings and screen
can serve to address many, if not all, of these pressures in various ways.
sharing, and web events.

Figure 1: Top Pressures driving adoption of Rich Media in sales
and Marketing

Competitive “noise” in our target market;
54%
difficult to differentiate our solution

Marketing / sales budgets
38%
stretched too thinly

We are not effective enough
37%
in converting leads to sales

All Respondents
Not effective enough in
30%
identifying the best prospects

0% 20% 40% 60%

Percentage of Respondents, n = 110

Source: Aberdeen Group, July 2012
This document is the result of primary research performed by Aberdeen Group. Aberdeen Group's methodologies provide for objective fact-based research and
represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc.
and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc.

Lights, Camera, Call-to-Action: Trends in Video-based Marketing
Page 2

Of course, video has been used in marketing since the earliest days of TV Defining the Rich Media for
and its effectiveness as a means of broadcast communications is self-evident. Sales and Marketing Best-in-
What’s changed now is the accessibility of video, both for creators and Class
consumers. Today, many of us carry a high-definition video camera around
Aberdeen used four key
in our pocket at all times in the form of a smartphone. Sophisticated, pro- performance criteria to
or near pro-grade camera equipment and editing software is now relatively distinguish the Best-in-Class
cheap and easy to use; in other words it’s never been easier to generate (top 20% of aggregate
video of respectable visual quality. In the meantime, among online performers) from the Industry
consumers, watching video content on computers has become just as Average (middle 50%) and
common as watching video on television, over half of global online Laggard (bottom 30%)
consumers (56%) watch that video content on a mobile device at least once organizations. The metrics
a month.1 As high-speed mobile internet access becomes ubiquitous, used to define the Best-in-
consumers can practically create and watch video anywhere, anytime. Class among these firms are:
√ 89% customer retention
The accessibility of video opens new possibilities for marketing to address rate, compared with 62%
the key pressures noted above by cutting through the noise, differentiating and 21% among Industry
(sometimes by the very use of video), and generating marketing Average and Laggard firms.
conversions. √ 28.4% year-over-year
increase in total company
revenue, vs. 7.4% for
Video-based Marketing Drives Conversions Industry Average
Best-in-Class companies (see sidebar for definition of the Rich Media for companies and a 1.4%
Sales and Marketing Best-in-Class) are 38% more likely than all other decline among Laggards.
companies to use video in their external communications (55% vs. 40%). √ 11.8% year-over-year
Marketing’s contribution to sales-forecasted pipeline for Best-in-Class increase in Marketing’s
companies was over twice that of all other companies (40% vs. 17%) and contribution to Sales-
customer retention for the Best-in-Class was 89% compared with 48% for forecasted pipeline;
all others. Additionally (and tellingly), Best-in-Class companies achieved Industry Average and
twice the website conversion rate of all other companies (4% vs. 2%). Laggard companies
reported a 2.3% increase
and a 0.1% decline,
respectively.
√ The average sales cycle was
shorted by the Best-in-
Class by 7.4%, and by
Industry Average firms by
0.2%; Laggards report an
average lengthening of the
sales cycle of 6.2%.

1
The Nielsen Global Survey of Multi-Screen Media Usage;
http://blog.nielsen.com/nielsenwire/global/global-report-multi-screen-media-usage/

© 2012 Aberdeen Group. Telephone: 617 854 5200
www.aberdeen.com Fax: 617 723 7897

Page 3

Figure 2: Video-based Marketing Adoption Rates

Sector Definition: Video
60%
Best-in- Marketing
55%
Percentage of Respondents

Class Video-based marketing is the use
of pre-recorded video,
50% All Others
animations, or presentations
with audio that are used for
external prospect and customer
40% communications. Videos can be
40% used on third party sites, like
video sharing sites and social
networks, as part of the external
30%
web experience, or shared
directly with prospects and
customers.

20%
Use video-based medium for external
communications
n = 110

While marketing awareness is the most prevalent use case for video-based
marketing, Best-in-Class companies are not only more likely to use video,
they’re increasingly more likely to utilize video throughout the buyer’s
journey from awareness, to consideration (i.e. mid-funnel), through to post-
sales.
For example, 60% of Best-in-Class companies are using video as a means of
driving marketing conversion, either by gating the video content itself, or
using video together with a call-to-action, compared with 48% of other
companies. Video is less often used during the active sales cycle when one-
to-one rather than one-to-many conversations are the rule, but here again
Best-in-Class companies are more likely to utilize video during the sales
cycle. For example, video can be used to either start the conversation with
a prospect (i.e. secure initial call or meeting), or to increase prospect /
customer intimacy via personalized videos recorded with a webcam. The
post sales use case is also compelling, with companies using video to provide
instructional support. Several hardware providers are shipping equipment
with QR codes that launch how-to and other instructional videos when
scanned with a smartphone; a video “Read Me” if you will.


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Figure 3: Video Throughout the Buyer Journey

Marketing 67%
Awareness 55%

Marketing 60%
Conversion 48%

Marketing 53%
Nurturing 36%

47%
Sales Qualified
30%

33%
Sales Closing Best-in-Class
12%
All Others
33%
Post Sales
18%

0% 25% 50% 75%

Horses for Courses
Along with the mix of uses for video comes a mix of capture and
production approaches. Figure 4 below show the adoption rate of various
modes of video capture and creation. The most popular mode is screen
capture with audio, as this requires little to no additional hardware beyond
a typical laptop and easy-to-use, often free software. However, the Best-in-
Class are more likely to utilize professional-grade production (both in-house
and outsourced). The important thing to note is that these modes aren’t
mutually exclusive: a company may use professional resources to produce a
corporate or product introduction video, or video for use at an event or
conference, while using screen capture to share demos or short
presentations with prospects and customers.


Page 5

Figure 4: Horses for Sources – Pro-grade and DIY Video
Production Both in Use

38%
Screen capture with audio Video for Marketing Fast Fact
42%
√ The average length of a
Professional-grade 38% corporate video is 3.5
production (in-house) minutes
26%
√ Best-in-Class companies
Personal-grade equipment 29% are 50% more likely than all
and production (camcorder, etc.) 35%
others to host video on
their web site (81% vs.
53%)
Professional-grade 25%
production (outsourced) 22%
Best in Class

25% All Others
Webcam
16%

0% 10% 20% 30% 40% 50%


Best-in-Class Video Marketing Capabilities
Video comes with some of its own rules, while adhering to some of the ‘old’
rules as well. Best-in-Class companies deploy a number of video-based
marketing capabilities at a higher rate than other companies.

Shoot Once, Show Everywhere
Keeping in mind that marketing awareness is the number one use case for
video, marketers need to be able to get their videos where they can be
viewed and shared, namely video sharing sites and social networks, including
of course YouTube and Facebook. By a 91% margin as seen in Figure 5,
Best-in-Class companies are more likely to have the ability upload videos to
these sites without additional transcoding / format conversion. But as noted
above, Best-in-Class companies are more likely to use video for more than
just awareness; it’s a vehicle for conversion, prospect engagement, and
customer intimacy. As such, 60% of the Best-in-Class have the ability to
select and distribute video assets on both public and private channels,
compared with 38% of all companies.
Video is also mobile. It’s now commonplace to access everything from short
clips to entire movies on a smartphone or tablet. Call it the last mile of
deliverability; Best-in-Class companies are 33% more likely than all others to
ensure delivery across multiple hardware platforms, and mobile and social
networks (53% vs. 40%). As a marketer, you simply don’t know what device
your buyer will be using to access your content; Best-in-Class companies

Page 6

are less likely to take the risk that they won’t be able to see what you’re
showing them.

Figure 5: Shoot once, distribute anywhere

70% 67% Best in Class All Others

60%
60%
53%
50%

40%
40% 38%
35%

30%

20%
Ability to upload Ability to select Cross-device delivery /
to video sharing and distribute distribution / syndication
sites without video assets to multiple hardware
additional transcoding on both public and platforms, mobile,
(i.e. “one-click” posting private channels and social networks
to social networks)
n = 110


There are also significant differences between Best-in-Class and other
companies when it comes to the video-based marketing experience. Several
capabilities shown in Figure 6 suggest the importance of interactivity. Fifty
percent (50%) of Best-in-Class companies have the ability to make video
content interactive and 47% are incorporating ‘click-to-action’ links within
the video (i.e. hyperlinks placed within the video content), compared with
33% and 27% of all other companies, respectively. But regardless of whether
companies are using interactive video or embedded links, they should be
thinking about what they want the viewer (i.e. the buyer) to do next. In
other words they need to think in terms of call-to-action.


Page 7

Figure 6: Lights, camera, call-to-action: Content rules still apply
50%
50% 47% Best in Class

All Others
40%
33% 33%

30% 27%
25%
21%
20%
15%

10%
Ability to make Integrated click-to- QR codes used to Ability to auto-
video content action links launch videos generate
interactive embedded in video recommendations
for next action or
content for viewers

n = 110


Performance Management
Best-in-Class companies are more than twice as likely as all others to
capture user-level utilization information about video assets, such as opens,
length of view, and next actions (60% vs. 29%). This capability can
significantly boost the value of video as a marketing asset by serving as a
proxy for engagement and interest. This data can be incorporated into lead
scoring or prioritization within the marketing automation or CRM system.
This is also consistent with broader trends we see in performance
management of content-based marketing; 67% of Best-in-Class companies
say their rich media deployments provide extensive visibility into content
engagement and 58% track the performance of individual rich media assets
compared with 37% and 35% of all other companies, respectively.

Technology
Aberdeen’s study did not consider the equipment and software used to
capture and edit video content, focusing instead on management of video
from a marketing and sales perspective. In this area Best-in-Class companies
are five and a half times more likely than all others to use an enterprise
video management platform as seen in Figure 7 below. Such platforms
automate many of the capabilities discussed above. While many
organizations are leveraging traditional enterprise content management
(ECM) systems to manage video, enterprise video management platforms
have emerged to address the unique requirements and opportunities
associated with video content management. They are particularly effective at
several stages of video lifecycle:
• Distribution and management. As noted above, video
introduces several unique distribution requirements, including the


Page 8

need to distribute assets on third party channels (i.e. social). Video
also introduces unique content search and access challenges. Search
metadata must be carefully managed to ensure findabillity and
search engine optimization.
• Reporting and analytics. Video also introduces unique reporting
and analytics requirements. Within the enterprise, the ability to Demographics
track the percentage of individuals viewing videos to completion is Of the 110 responding
often critical in learning applications for compliance purposes. As organizations, demographics
noted above, this same capability gives marketing and sales valuable include the following:
insight about viewer engagement that can be used to score and / or
• Job title: Manager (26%);
prioritize leads.
Senior Management (23%);
EVP / SVP / VP (18%);
Figure 7: Enterprise Video Management Platforms Meet Unique
Director (12%); General
Content Management Requirements
Manager / Managing Director
/ Principal (7%); Other (14%)
80% 73%

• Department / function:
Best-in-Class Marketing (49%); Business
60% Development / Sales (27%);
All Others Corporate Management
40%
(7%); Other (17%)

• Segment: Software (27%); IT
20% Consulting / Services (18%);
13%
Media / Marketing Services
(14%); Financial Services /
0% Insurance (7%); Industrials
Enterprise video (7%); Computer / Telecom
management platform Equipment & Services (5%);
n = 110 Other (22%)
• Geography: Americas (80%);
APAC region (8%); and
Summary and Recommendations EMEA (11%)
Every marketer knows how difficult it can be to rise above the noise, even
with the most well-developed messaging and creative. Your buyer is • Company size: Large
inundated with information and offers, the majority of which never get enterprises (annual revenues
viewed. That’s why so many Best-in-Class marketers are incorporating above US $1 billion)- 11%;
video into their content-based marketing repertoire. midsize enterprises (annual
revenues between $50
Video presents new rules in terms of content development. Firms should
million and $1 billion)- 21%;
think more about the story with video and keep content concise; the
average length of a corporate video is 3.5 minutes. Marketers should also and small businesses (annual
align the means of video capture with the use case. Sometimes time-to- revenues of $50 million or
deliver trumps production value, or as the saying goes, perfect can be the less)- 70%
enemy of good. For example, if you’re using video to capture the buzz at
your customer event or trade show, desktop video editing may prove to be


Page 9

“good enough” to include the video in your daily wrap up blog post. In
other cases, a professional-grade video is more appropriate, such as when it
will be used on the web site or at marketing events.
When it comes to use cases, Aberdeen’s data shows that videos go beyond
awareness to drive marketing conversions through the funnel, for
engagement during the sales cycle, and in post-sales customer engagement
and support.
But some (relatively) old rules of content-based marketing still apply. Videos
used in the marketing funnel should include a call to action or next step,
either implicitly or explicitly – keep the end in mind. Marketers should also
establish practices to track the utilization and performance of video assets
(as they should do with other marketing assets). Not only is this key to
understanding what content is working and which is not, but it can be used
to gain insight into buyer engagement.
For more information on this or other research topics, please visit
www.aberdeen.com.

Related Research
Marketing Lead Management: From the Revenue Performance Management
Top of the Funnel to the Top Line; July Demystified; June 2012
2012 B2B Social Media Marketing: Are We
Web Experience Management: From There Yet?; March 2012
Content to Customer; June 2012 Sales and Marketing Alignment: The New
Power Couple; December 2011

Author: Trip Kucera, Sr. Research Analyst, Marketing Effectiveness
(trip.kucera@aberdeen.com) LinkedIn @TripKucera
For more than two decades, Aberdeen's research has been helping corporations worldwide become Best-in-Class.
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information, visit Aberdeen http://www.aberdeen.com or call (617) 854-5200, or to learn more about Harte-Hanks, call
(800) 456-9748 or go to http://www.harte-hanks.com.

This document is the result of primary research performed by Aberdeen Group. Aberdeen Group's methodologies
provide for objective fact-based research and represent the best analysis available at the time of publication. Unless
otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc. and may not be
reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by
Aberdeen Group, Inc. (2011a)


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