Q4-2011 Survey Shows that 81% Included Video Marketing in their Mix

Flimp Media and Web Video Marketing Council recently released their Q4-2011 Online Marketing Survey and Video Email Trends Report, showing that 81% of online marketing practitioners have included video marketing in their media mix.

The online survey was digitally distributed by Web Video Marketing Council to senior marketing professionals via their website, newsletter, email and other research partner like Flimp Media and Interactive Media Strategies.

Interesting Survey Results

The survey showed a difference to how brands share their videos, as 67% of the respondents said that they post their content on their websites, while 61% posts it on social media sites. There’s also a gap between the reasons behind video marketing because 33% of them said that they use video marketing to generate leads, while 17% are using it for internal communications.

When it comes to the campaign’s budget, 29% of the participants who think that they’re not approaching things right considers lessening their funds. On the other hand, 64% of those who are using video marketing to promote their brand think of increasing their budget while 17% of them will retain their funds.

As for the return on investment, 76% of them believe that video marketing increases click-through rates while 17% think otherwise and 7% of the respondents don’t have an idea. In terms of conversion, 72% of the senior marketing professionals believe that it increases customer conversion while 3% said that it’s unlikely.

Integrating Email with Video Marketing

In Flimp Media and Web Video Marketing Council’s survey, 52% of the participants said that they’ve done video email marketing. And although most email clients disable inclusion of videos, some of them insert a link that redirects their readers to a video landing page. Others link people to a video-sharing site while the rest still embed a video or an animated GIF.

Challenges of Video Marketing

Since not every online marketing effort is smooth-sailing, video marketing also has its own challenges. For 41% of the respondents, the available video marketing tools was the problem while 25% of them said it’s the ease of implementation. However, a simple A/B testing can determine how to properly execute a video. Another reason is that 18% of the respondents think that video production or the video email marketing was expensive.

Flimp Media and Web Video Marketing Council’s survey only shows that some markets don’t have the grip of video marketing yet, or they don’t have enough knowledge to implement it.

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