Demand_Metric-2017年视频营销报告（英文）-2017.11-39页

2017 Video Marketing Summary

Core Content Overview

This report, The State of Video Marketing 2017, presents findings from the fourth annual Video Content Marketing Benchmark Study. It highlights the growing importance of video in marketing strategies, the evolution of video production and usage, and the impact of advanced metrics and data integration on ROI and conversion performance.

Key Findings

• Video's Growing Importance: Over 90% of participants report that video is becoming more important as a marketing content form.
• Video Production Growth: The average number of videos produced annually increased from 29 in 2016 to 38 in 2017.
• Usage Trends: Video is widely used across various platforms, including websites, social media, landing pages, and sales conversations.
• Most Common Video Types: Product videos are the most common type, followed by demos and explainer videos.
• Metrics Usage: 87% of participants now use some form of metrics to track video effectiveness, but the use of advanced metrics remains flat.
• ROI and Integration: 28% of participants do not know their video ROI, and integrating video viewing data with CRM or Marketing Automation systems significantly improves ROI outcomes.
• Sales Team Utilization: Over 60% of participants report that sales teams are using video viewing data to qualify, engage, or influence deals.
• Budget Trends: 90% of participants report that video budgets are either stable or increasing, while 56% are increasing their budgets in 2017.
• Satisfaction Levels: 59% of participants are satisfied or very satisfied with video marketing results, with a 10% dissatisfaction rate.
• Satisfaction Drivers: Satisfaction increases with higher video production volumes and the use of advanced metrics and video features.

Video Production and Usage

• Product Videos: The most common type of video, with 63% of organizations producing them.
• Demos and Explainer Videos: These are also widely used, though slightly less than product videos.
• Company Size Differences: The gap in video production between small and large companies has narrowed significantly, with small companies now producing fewer than five videos annually at a rate of 20%, compared to 38% in 2016.
• Internal vs. External Resources: Most organizations use a mix of internal and external resources for video production, with a slight favor towards internal resources.
• Video Hosting: Over half of participants host videos on free platforms, but they also consider the management and control of the viewing experience when choosing a platform.

Video Metrics and Integration

• Basic Metrics: Views and shares are common but limited in their ability to measure ROI.
• Intermediate Metrics: Provide insights into engagement and viewing behavior.
• Advanced Metrics: Include drop-off rates, embed location views, and attribution to sales pipelines, which are essential for accurate ROI measurement.
• Integration Status: The percentage of organizations integrating video data into CRM and Marketing Automation systems rose from 30% in 2016 to 45% in 2017.
• Impact of Integration: Organizations that integrate video data are almost twice as likely to report improved ROI.

Video Budget and ROI

• Budget Trends: Over 90% of organizations maintain or increase their video marketing budgets.
• ROI Correlation: Budget increases are linked to better ROI and conversion performance.
• ROI Challenges: 28% of participants are unsure of their video ROI, indicating a need for more advanced tracking and analysis.

Satisfaction with Video Marketing Results

• Satisfaction Levels: 59% of participants are satisfied or very satisfied with video marketing results.
• Drivers of Satisfaction: Increased video production volume, use of advanced metrics, and video features such as performance analytics and individual viewer tracking significantly boost satisfaction.
• Satisfaction Gap: The satisfaction gap between those using these features and those who don't averages 29 percentage points.

Recommendations

• Track Advanced Metrics: Use advanced metrics to measure the revenue impact of video content.
• Integrate Video Data: Connect video viewing data with CRM and Marketing Automation systems for better insights and decision-making.
• Increase Video Volume: Higher production volumes correlate with better ROI and satisfaction.
• Leverage Video Features: Utilize features like performance analytics and viewer tracking to enhance the effectiveness and satisfaction of video marketing efforts.

Conclusion

Video marketing continues to be a powerful and increasingly important tool in the digital landscape. Its effectiveness is supported by growing usage, improved production capabilities, and better data integration. Marketers who adopt advanced metrics and integrate video data into their sales and marketing systems are more likely to achieve better ROI and satisfaction.