{"id":15357,"date":"2014-07-10T16:27:24","date_gmt":"2014-07-10T20:27:24","guid":{"rendered":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/07\/online-videos-becoming-more-prevalent-in-business-marketing.html"},"modified":"2014-07-10T16:27:24","modified_gmt":"2014-07-10T20:27:24","slug":"online-videos-becoming-more-prevalent-in-business-marketing","status":"publish","type":"post","link":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/07\/online-videos-becoming-more-prevalent-in-business-marketing\/","title":{"rendered":"Use Of Online Videos Is Becoming More Prevalent In Business Marketing Strategies"},"content":{"rendered":"<div class=\"img-left\">\n<div><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-content\/uploads\/sites\/48\/2014\/07\/k20morris20wm.jpg\" alt=\"k morris wm.jpg\" class=\"alignleft\" height=\"222\" width=\"300\">\n<\/div>\n<div class=\"img-caption\">Kariann Wolf Morris, a marketing consultant in Ballston Lake, says video is an effective marketing tool because a consumer is more likely to recall images than words\n<\/div>\n<\/div>\n<p>By Dave Windsheimer<\/p>\n<p>More and more businesses are using online video<br \/>\nto market their products to consumers. Two local<br \/>\nmarketing experts say there are a number of good<br \/>\nreasons that&#8217;s happening.<\/p>\n<p>Among the explanations are that Internet traffic<br \/>\ncontinues to grow, videos can be tailored for<br \/>\nspecific groups and Internet users are more likely<br \/>\nto respond positively to video messages than to<br \/>\nreading static words on a screen.<\/p>\n<p>Theresa Agresta, a partner at Allegory Studios in<br \/>\nSaratoga Springs, said online video is an effective<br \/>\nmarketing tool because the Internet is now highly<br \/>\nmobile with the explosion in the number of smart<br \/>\nphones, laptops and other portable devices.<\/p>\n<p>Overall, some 78 percent of all Americans now<br \/>\nwatch or download online videos, according to a<br \/>\n2013 poll from Pew Research Center&#8217;s Internet and<br \/>\nAmerican Life Project Omnibus Survey.<\/p>\n<p>Not only are the videos more readily available<br \/>\nand being viewed, but Agresta said that marketers<br \/>\ncan show their clients just how effective a tool that<br \/>\nmoving pictures are.<\/p>\n<p>&#8220;From a marketing perspective, we can show<br \/>\na lot of analytics on video. For example, we can<br \/>\nshow to a client how many times their video has<br \/>\nbeen viewed. We can show at what point in time<br \/>\nthe viewer stopped watching the video. There&#8217;s a<br \/>\nreal trackability factor and it allows us to show the<br \/>\nsuccess of a given piece,&#8221; she said.<\/p>\n<p>The kinds of videos being produced, from<br \/>\npolished professional pieces to cellphone video<br \/>\nquality, are as varied as the businesses that utilize<br \/>\nthem. Agresta said a slicker-looking video is more<br \/>\nappropriate when a business introduces a new<br \/>\nproduct or touts a luxury item.<\/p>\n<p>That same business could utilize lower-quality<br \/>\nvideos when company leadership addresses their<br \/>\nemployees to inspire the team. &#8220;There&#8217;s a great range<br \/>\nof production quality that can be used by the same<br \/>\ncompany to accomplish different goals,&#8221; she said.<\/p>\n<p>Kariann Wolf Morris, who runs a marketing consulting<br \/>\nbusiness in Ballston Lake, said consumers are<br \/>\nmore likely to watch a more amateur-looking video<br \/>\nbecause it&#8217;s seen as &#8220;more realistic and authentic.&#8221;<\/p>\n<p>A particularly effective kind of amateur video,<br \/>\nMorris said, is one where an educational institution<br \/>\noffers on-camera interviews with current and<br \/>\nformer students. Such endorsements can help a<br \/>\nprospective student decide whether that institution<br \/>\nan appropriate choice or him or her.<\/p>\n<p>Videos of seminars or presentations can also be<br \/>\nused to educate a potential client as to the services<br \/>\na business offers.<\/p>\n<p>&#8220;At Allegory, we videotape our workshops and<br \/>\ncan then make them available online,&#8221; said Agresta.<br \/>\n&#8220;That gives us not only the opportunity to educate<br \/>\nthe viewer but to educate a potential client in the<br \/>\nservices we offer.&#8221;<\/p>\n<p>Another less-polished, but popular online video<br \/>\noffering is the product review, where consumers can offer their thoughts and opinions about a<br \/>\nspecific item they have used. Agresta said, &#8220;Seeing<br \/>\nsomething that is being demonstrated in an online<br \/>\nvideo is a great way to kick up the understanding<br \/>\nof products in a retail sale environment.&#8221;<\/p>\n<p>Video is also an effective marketing tool because<br \/>\na consumer is much more likely to recall images<br \/>\nthan words, said Morris.<\/p>\n<p>&#8220;Statistics indicate that some 80 percent of Internet<br \/>\nusers will more easily remember the content<br \/>\nof a video as opposed to reading text online,&#8221; she<br \/>\nexplained. &#8220;Video also has a higher &#8216;sticky&#8217; ratio,<br \/>\nwhich means that a viewer will continue to view<br \/>\na video for longer periods than they would simply<br \/>\nreading text on a website.&#8221;<\/p>\n<p>Consumers not only more easily remember the<br \/>\ncontent of videos, but are more likely to be inspired<br \/>\nto take action. Morris explains that businesses using<br \/>\nonline videos see higher &#8220;click-through rates&#8221;<br \/>\n(the rate at which a consumer will be motivated<br \/>\nto go to a specific website after watching a video<br \/>\nabout a particular product) and &#8220;conversion&#8221; rates<br \/>\n(the rate at which a consumer will make a decision<br \/>\nto buy a particular product after watching an<br \/>\nonline video).<\/p>\n<p>Morris said if a consumer likes or is entertained<br \/>\nby an online video, they are highly likely to share<br \/>\nthat video with their friends. By doing so, the consumer<br \/>\nhas helped that business get the word out<br \/>\nabout its product offerings.<\/p>\n<p>&#8220;The way most people find new videos is through<br \/>\nsharing,&#8221; she said. &#8220;For example, a person sees a<br \/>\nvideo they like and they will share it with their<br \/>\nfriends though social media like YouTube, Twitter<br \/>\nor Facebook. Videos with a humor component get<br \/>\nshared more.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p> Kariann Wolf Morris, a marketing consultant in Ballston Lake, says video is an effective marketing tool because a consumer is more likely to recall images than words By Dave Windsheimer More and more businesses are using online video to&#8230;<\/p>\n","protected":false},"author":121,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[57,115],"class_list":["post-15357","post","type-post","status-publish","format-standard","hentry","category-office-computer-new-media","tag-business-news","tag-saratoga-springs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Use Of Online Videos Is Becoming More Prevalent In Business Marketing Strategies - Saratoga Business Journal<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2014\/07\/online-videos-becoming-more-prevalent-in-business-marketing\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Use Of Online Videos Is Becoming More Prevalent In Business Marketing Strategies - 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