Hear that?  Click, tap, whoosh?  That’s the sound of research happening.  Getting answers to questions requires an internet-connected device.  A wealth of information is available at our fingertips delivered in mere seconds on the computer, on the tablet, and on our phones.  Click. Tap. Whoosh.  That’s also the sound of connections happening.  Relationship building in the digital age is supported by email, instant message, websites and social media platforms.  Click. Tap,  (And especially) whoosh is also the sound of our attention span–which is a marketing challenge.

Solving marketing challenges is a priority for business leaders everywhere.

If you’ve done any clicking or tapping around the topic of marketing or video marketing, you’ve likely come across a stat like this:  “75% of executives watch work-related videos weekly” according to a report by HighQ. 

Why?  Because as a busy CEO you are used to long days packed with complex, daily issues from clients and staff while looking towards long range planning and strategy building.  You are a multitasking and prioritizing ninja.  You understand the importance of efficient communication.

That’s why “59% of executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video” (HighQ).  Maybe it’s just human nature.  According to Animoto, “4 times as many consumers would rather watch a video about a product than read about it.”

Have you personally experienced this?  Do you understand the medium is an effective communication tool because you’ve clicked your way through plenty of videos?  We bet you felt pretty good about yourself because you just ingested a wealth of information quickly which allowed you to move onto the next task in your busy day. Sometimes your behavior and your customers’  behavior are the same.  

So it makes sense that out of businesses that are using video in their marketing, as 83% believe that video gives them a good ROI, Wyzowl.

This is why your marketing team loves video.  They have to figure out ways to compete with all the other information bombarding your clients.  In an article about the power of video, Vidyard says, “video is an attention grabber, it can relay a lot of information quickly, it triggers an emotional response, and people remember it.”  That’s four powerful effects from one type of marketing content.  That makes video a multifunctional workhorse.  According to InsideCXM, video’s impact can be seen in brand awareness 52%, lead generation (45%) and online engagement (42%).

A part of your marketing effort is measurment; and through video analytics, your marketing team will have valuable information about viewer engagement: what they viewed, how long, and what they re-watched.  They’ll also get information about the viewer including their geographic location, preferred viewing device and if they took action at the end the video.  All this information helps your team make important adjustments to their video strategy and it allows them to measure feedback in real time.

Insights from viewer data propels future action.

So what can you do?  First, help your marketing team establish a clear goal or goals for using video in your organization. Get your team to put together a strategy that includes video content that closely aligns with your sales goals for the quarter, month and year.  Have that strategy also include customer retention, and relationship management.

Let’s face it, you already love video as a viewer.  Now you can love it as the head of a company.  So, the next time your marketing team gushes about the power of video marketing, don’t give them a click, tap or whoosh.  Give them your blessing, help them be creative and help them measure the ROI of their video efforts.