Market research in the USA suggests greater response for web sites using video compared to sites without video. Further, that investment in online video was expected to have grown by 45% in 2009 and to continue at a similar rate over the next 4 years.
Arguments advanced in favour of adding video to web sites are that the medium of video has the power to engage visitors quickly and to effectively introduce a proposition and lead them into the web site to discover more, or to contact the company directly. With the popularity of sites such as YouTube many web site visitors can be expected to express a preference for video content over text and images alone. It is argued that online video offers the same benefits achieved by TV advertising with the added benefit of tracking response using web analytics. And how often do you see TV text and graphics only commercials. Now the technology allows video to be integrated remaining competitive will require companies to develop this within their marketing plans.
Clearly video has enormous scope, not just to promote interest in products and services, but also to provide instruction and demonstration of how things work. However it is unlikely many businesses will have budgeted or planned for producing video content. Although it is relatively easy to produce video footage, what may be acceptable for news stories will lack the quality to make a key statement on the home page of the company web site. Presentation and editing call for professional quality. A scene setting video should not be too long either - 45 seconds at the most. At the end of the video it is useful to include a call to action and indicate the path to follow to explore the web site.
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