Video is becoming increasingly important as a form of content marketing. A new study conducted by marketing research firm Demand Metric for Vidyard, a video marketing platform vendor, indicates that marketing professionals feel video is "far more important" (63%) or "somewhat important" (32%) as a content marketing medium.
Video also produces results: Over 70% of respondents report that video performs better than other content for producng conversions. While 86% say they are using some form of measurement to determine the effectiveness of videos, most of that measurement is basic, such as analyzing views or shares. Measuring the ROI of videos from a marketing perspective (i.e., to what extent each video generates qualified leads) is still elusive.
Over 30% of the large companies responding said they produce in excess of 100 marketing videos annually, vs. 4% of small companies and 5% of medium companies. Of the companies surveyed, 69% indicate they indicate to "significantly increase" (16%) or "slightly increase" (53%) their video content budget.
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