Regulated in years past as an internal or trade show communication tool for employee meetings and larger forum presentations, the power of the video is earning a place in the marketing mix. Video gives technology companies an effective vehicle to tell their story and the ability of video to impact business objectives is the reason why it is rapidly becoming a critical component of business communications. There are some solid marketing benefits to using video:
- Embeds your brand in significant content
- Creates compelling and immersive experiences
- Motivates prospects to buy
- Communicates what makes business different
- Demonstrates how products work
- Educates the audience
Recently, Forbes Insights, in association with Google, announced the release of a new study today called, “The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information.” The study is of 354 C-level and top executives at major US companies with annual sales in excess of $1B and is designed to shed insight into how these executives discover and share business information. As one would expect, the findings show that clearly the internet is the major source of information above that or network contacts, trade publications, etc…
Textual information is still king, but online video is growing in importance.
(24%) of those C-level respondents (vs. 16% non-C-suite) indicated a preference for retrieving business information via video.
The Age of the person can also be considered
(33%) of those under the age of 50 stated that they view work-related videos daily; compared to a little more than 1/10th (11%) of those over 50 yrs.
(23%) responded that they visit YouTube daily for work-related videos while only 5% of those over 50 do.
The Bottom Line:
Video is changing the way top level executives access and share information. This will affect purchasing decisions and audience comprehension against highly complex or even simple technology solutions. And, as newer generations continue to move up in the business world, online video will only become more widespread as a prominent source of information.
As a tech marketer, you might want to consider using video as a key component in your marketing mix sooner rather than later.
