1. The play button will take center stage as the most compelling call to action on the Web
2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.
2. Video analytics and attribution will take the lead
Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.
3. Video will become a strategic tool for lead generation and qualification
Only video offers a reliable means of tracking actual engagement with content, and 2015 is the year that marketers will start to use these insights to their advantage.
4. YouTube will be a complement, not the focus
Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn’t offer the data and tools you need to turn video assets into valuable marketing tools.
5. Use of video analytics as part of marketing automation and CRM will increase
Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they’ll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.
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See #3: the revelation that video is the only content type that offers a reliable means to track actual engagement…that is so damn true. Starts, pauses, stops, shares, etc. all in one content piece.