By Hussain Manjee, an EO Dallas member and President & Chief Success Officer of DHD Films
Within my business, as is the same for most entrepreneurs, the start of a new year is a time to reflect on past wins and opportunities, renew our focus and set resolutions or goals to be accomplished within the next 12 months. However, so much can happen within a calendar year that we often lose sight of what we set out to do in January. But before the dust settles and New Year’s resolutions are broken, be advised that 2015 is the year of video marketing. Today, more companies harness video to tell their brand’s story. According to MarketingProfs, “The play button will take center stage as the most compelling call to action on the Web.” Nearly three-quarters of consumers (73%) say they are more likely to purchase after watching videos explaining a product or service.
It stands to reason considering that video traffic is on trend to account for more than half of all global Internet traffic by 2016 as predicted by Cisco. But more importantly, with Nielsen reporting conversion rates of more than 80 percent, video has become and will continue to be the go to asset available to forward thinking brands and entrepreneurs. Gone are the days of yore when we did not understand the need for video nor how to capitalize on its results yielding power.
Where 2015 will differ from years past is that there is now a strong emphasis on video deployment and measurement. Simply put, where do the videos go to achieve maximum engagement and how do we analyze the KPIs and metrics. A number of services have popped up that allow entrepreneurs to receive real-time data of how their audience responds to content and, ultimately, will allow brands to micro-target their audience, while tracking the results. With Forrester reporting that the nation’s video marketing spend is expected to reach $5.43 billion by the end of next year, there has not been a better time for entrepreneurs to press play on video marketing.
Without question, this year will belong to entrepreneurs who are ready to dive deeper into the power of video and adopt it as the prominent element of their marketing strategy. The results will be far reaching, yield a positive return and will fill a brand’s business development pipeline with the right leads to grow their business. It is time that growth-oriented entrepreneurs like you make 2015 the year that video marketing boldly propels your brand forward.