Vidyard-2018年视频营销状况报告（英文）-2018.12-34页_635kb

The State of Video Marketing 2018 Summary

Core Content Overview

This report, produced by Demand Metric in partnership with Vidyard, provides insights into the state of video marketing in 2018, focusing on its importance, performance, integration with marketing and sales technologies, production trends, and the satisfaction of marketing teams with their video strategies.

Key Findings

• Importance of Video: Video remains a crucial part of marketing and sales content, with 83% of participants reporting it is becoming more important. 95% of participants indicated that video's importance is either increasing or stable.

• Video Usage: Webinars, demos, and social media videos are the most common types of video being produced. Social media, recorded webinars, and emails have seen the most significant increases in video usage year-over-year.

• Performance of Video: Video continues to outperform other content types in conversion, with 59% of participants reporting it performs much or somewhat better. Only 7% of participants report that video performs worse than other content types.

• Metrics Usage: The use of advanced metrics is a key indicator of video marketing maturity. In 2018, the percentage of participants using intermediate metrics rose to 32%, up from 23% in 2017. 94% of video marketing budgets remained constant or increased.

• Integration of Video Data: Integrating video viewing data with marketing automation and CRM systems is becoming more common. 46% of participants are either planning to integrate within 12 months or have already integrated but are not using the data. Only 16% have no plans to integrate. Advanced metrics enable precise revenue impact measurement.

• Satisfaction with Results: Over half of the participants are satisfied or very satisfied with their video marketing results. Satisfaction increases with the volume of videos produced annually and the use of advanced metrics and features. 82% of satisfied participants produced more than 50 videos annually, up from 72% in 2017.

• Sales Team Utilization: Over two-thirds of participants believe it is important for the sales team to have access to video viewing data. The percentage of participants reporting that their sales teams use video data to a great extent doubled from 7% in 2017 to 14% in 2018.

Recommendations for Marketers

1. Produce More Video: Increased production volume correlates with higher satisfaction and ROI. Marketers should produce more content, supported by cost-effective tools.

2. Evaluate Video Types and Placement: Demo and Explainer videos are now more popular than Product videos. Experiment with different types and placement, especially in social media, webinars, and emails.

3. Leverage Advanced Features and Functions: Use advanced features such as performance analytics, in-video CTAs, and synchronization of engagement data to enhance satisfaction and effectiveness.

4. Experiment with New Features: Marketers should explore new functionalities like centralized video content management and custom CTAs to improve ROI and performance.

5. Track Advanced Metrics: Advanced metrics (e.g., views by embedded location, drop-off rates, and sales pipeline attribution) are essential for accurate revenue measurement and are associated with higher satisfaction.

6. Integrate Video Data: Integrating video viewing data with marketing and CRM systems enhances lead qualification and provides actionable insights, with 41% of participants reporting increased ROI after integration.

Survey Details

• Participants: 414 responses were collected, with 271 used in the analysis.
• Organization Types: Participants represented B2B and mixed B2B/B2C organizations.
• Roles: Most respondents were in marketing roles, with a smaller percentage from sales and other departments.
• Revenue Growth: 73% of participants reported revenue growth in the most recent fiscal year.

Analyst Bottom Line

Video is a powerful marketing tool that continues to grow in importance and effectiveness. To maximize ROI and satisfaction, marketers should focus on producing more content, using advanced features, and integrating video data with their marketing and sales systems. These steps will enable them to better measure performance and align video efforts with business objectives.

Acknowledgements

Demand Metric thanks Vidyard for sponsoring the study and the participants for their valuable input. The findings are based on a comprehensive survey conducted in September 2018.