q4-2011 online video marketing survey and video email ... online video...published by the web video...

VIDEO MARKETING

Q4-2011 Video Marketing Survey and Video Email Trends Report©2012 Web Video Marketing Council. Reproduction or Public Distribution Prohibited.

Q4-2011 Online VideoMarketing Survey and

Video EmailTrends Report

Published by the Web Video Marketing Council and Flimp Media

March 2012

http://www.flimp.net

http://www.webvideomarketing.org

VIDEO MARKETING

©2012 Web Video Marketing Council. Reproduction or Public Distribution Prohibited.

Q4-2011 Video Marketing Survey and Video Email Trends Report

Table of Contents

Executive Summary 3

Overview 3Methodology ................................................................................................................ 3Respondents by Industry Sector.................................................................................. 4Respondents by Company Size .................................................................................. 4

Business Applications for Online Video 5Outbound Marketing Uses Rank Highest..................................................................... 5

Online Video is a Mainstream Tool for Marketers 5Positive Outlook for Online Video Marketing Budgets ................................................. 6Use of Online Video in Marketing is On the Rise......................................................... 6Majority of Marketing Executives Now Use Video in Email Marketing ......................... 788% of Video Email Marketers Report Positive Impact................................................ 7

Impressions of Video Email Marketing 8Marketers Believe Video Increases Click Thru Rates.................................................. 8Consumers Are More Likely to Purchase or Convert with Video ................................. 8

Email Service Provider Offerings 9Opportunities for Email Service Providers................................................................... 9

......................................12

Most Effective Way to Use Video in Email Marketing 10Video on Social Media Sites on the Rise .................................................................. 10

Is Video Email Marketing the Wave of the Future? 12About The Web Video Marketing Council and Flimp Media

VIDEO MARKETING



32011 Video Marke ng Survey and Video Email Trends Report An online video marke ng report published by the Web Video Marke ng Council and Flimp Media.

Executive Summary Online Video has clearly become a mainstream tool in the arsenal of seasoned marketing professionals. The latest survey results from the Web Video Marketing Council show that:

81% of marketing professionals say that they have used online video in their online marketing efforts.

67% of marketing professionals have posted online video to their websites and 61% to social media sites.

52% of respondents have used video email marketing and of those that have used it, 88% report that integrating video with email marketing has made a positive impact.

OverviewThe Web Video Marketing Council conducted an online survey in the fourth quarter of 2011 to compile insights and market research on the deployment, experiences and preferences of senior marketing professionals regarding the use of online video for email marketing and social media. The survey results provide a means to evaluate current use and impressions regarding a range of online video applications for outbound marketing initiatives as well as for internal corporate communications programs.

In this report of survey results and industry trend analyses, comparisons are made to research findings from the 2010 Online Video Marketing Survey.

Methodology The online survey was digitally distributed to senior marketing professionals through the Web Video Marketing Council website, email newsletter, partner email databases, newsletters, and promoted via research partners of the Web Video Marketing Council including Flimp Media and Interactive Media Strategies.

The survey included 16 questions and responses were submitted through a secure onlinesurvey program. Survey data were collected in an online database for analysis.

VIDEO MARKETING



56%

6%

38%

What is the Size of Your Organization?

1 to 100 employees

101 to 1000 employees

More than 1000 employees

Agriculture & Energy 1%

Agriculture & Energy 3%

Healthcare &Pharmaceutical

4%

Hospitality &Restaurants

5%

Financial Services& Insurance

12%

High Tech21%

Professional Services19%

Real Estate5%

Retailing &E-Commerce

13%

Telecommunications3%

Other11%

4Respondents by Industry Sector A total of 272 respondents participated in the Q4-2011 Video Email Marketing Survey,with 262 (96%) reporting that they have direct involvement and decision making overtheir organizations’ marketing initiatives. Respondents represent a wide range ofindustry sectors and company sizes.

Respondents by Company Size

Of the 272 survey respondents, slightly more than half of the respondents (56%) were from small companies of 100 or fewer employees. 38% were from mid-sized companies of 101 to 1,000 employees. 6% were from large enterprises with more than 1,000 employees.

VIDEO MARKETING



Business Applications for Online Video Online Video has become a common staple of organizations for a variety of important business applications for both internal and external purposes.

Website Marketing Use Ranks Highest, Followed by Social MediaA majority of seasoned marketing executives surveyed by the Web Video MarketingCouncil (WVMC) report using video for various marketing applications such as postingvideo to their organization’s website (67%), posting videos to social media and socialnetworking sites (61%), and using video for email marketing initiatives (52%). Usingonline video for lead generation (33%) is also becoming popular.

As indicated in the survey results shown in the chart above, online video has become a practicalbusiness tool for applications for both internal and external uses. The results in the chart arereflective of a more experienced and digitally savvy group of marketing professionals, and arenot necessarily an indication of how online video is being deployed by businesses as a whole.

With two-thirds (67%) of respondents reporting that they have posted video to their organization’swebsite, and a clear majority (61%) saying they have taken advantage of posting video contentto social media and social networking sites, online video is becoming a mainstream application.

Online Video is a Mainstream Tool for Marketers

5

Posting Video toOrganization’s Website

Applications Where Online Video Has Been Used

Posting Video onSocial Media Sites

Email Marketing

Generating Sales Leads

Internal Communicationsby Senior Mgmt

0% 10% 20% 30% 40% 50% 60% 70% 80%

67%

61%

52%

33%

17%

VIDEO MARKETING

64%

7%

29%

What Do You Anticipate Doing with Your Video MarketingBudget Over the Next Year?

Increase

Decrease

Maintain

Positive Outlook for Online Video Marketing Budgets Although economic conditions have been weak for several years, WVMC survey results portend a positive outlook for online video marketing budgets for 2012, as 64% of marketingprofessionals responding to the survey indicated they have plans to increase their spendingfor technologies, platforms and services related to the use of video for business marketingprograms in 2012.

Use of Online Video for Marketing is on the Rise There are several interesting trends when comparing results from the 2011 survey to theprior year’s research findings. The percent of surveyed marketing professionals that haveever used online video in their marketing efforts rose from 70% in the 2010 survey to 81%in the 2011 survey.

Almost two-thirds (64%) of

survey respondentsforecast an

increase in their video marketing budgets in 2012 compared to the

prior year.

The percent of marketing

professionalsthat have

used online video in their

marketing efforts rose from 70% in the 2010 survey

to 81% in the 2011 survey.

6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

1%

3%

6%

10%

13%

17%

81%

70%

Considering

Yes

Have You Ever Used Online Video in Your Marketing Efforts?2010 vs 2011

No

Not Sure

2010

2011


Majority of Marketing Executives Now Use Video in Email MarketingRespondents to the WVMC Video Email Marketing Survey represent a more advancedsegment of the marketing population, with strong representation from senior marketing executives such as Chief Marketing Officers, Vice Presidents of Marketing, and Directors of Marketing &Corporate Communications. 52% indicated they have used video in their email marketing programs.

A majority of respondents have used video in their

email marketing initiatives (52%), which reflects a slight increase over the prior

year’s survey when 50% reported using

video email marketing.

88% of Video Email Marketers Report Positive Impact For those marketers reporting that they have used video with email marketing, 88%report obtaining a positive impact on their email marketing efforts.

88%

1%

11%

What is the Impact of Integrating Video with Email Marketingat Your Organization?

Positive impact on our emailmarketing efforts.

Not much impact on ouremail marketing efforts

Somewhat negative impacton our email marketingefforts.


0% 10% 20% 30% 40% 50% 60%

21%

26%

26%

24%

52%

50%

Considering

Yes

Have You Used Video in Your Email Marketing Efforts?2010 vs 2011

No

2010

2011

7

VIDEO MARKETING

76%

7%

17%

Do You Believe Integrating Video with Email MarketingIncreases Email Click Thru Rates?

Yes

No

Don’t Know

72%

8%3%

17%

Do You Believe Consumers are More or Less Likely toPurchase or Convert after Viewing an Email Campaign that

Incorporates Video?

More likely topurchase/convert

Less likely topurchase/convert

No difference

Not sure

VIDEO MARKETING


Impressions of Video Email Marketing Results Marketers Believe Video Increases Click Thru Rates

Consumers Are More Likely to Purchase or Convert with Video The vast majority (72%) of senior marketers believe that consumers visiting websites and e-commerce sites are more likely to make a purchase or take other desired calls to action after viewing an email campaign that incorporates video.

8

VIDEO MARKETING


21%

48%

31%

Does Your Email Service Provider Offer Video MarketingSolutions to its Customers?

Yes

No

Don’t Know

Email Service Provider Video Offerings Results from the most recent survey provide some interesting insights and perspectiveson the use of video for email marketing. When asked whether their email service provideroffers video marketing solutions, less than half of the respondents in the survey (48%)responded in the affirmative.

This is despite previously stated findings showing that 52% have actually been using video email marketing. This small difference is likely the result of a combination of factors. First, some marketers use video solutions that are independent of technology provided by their primary email service provider. Second, marketers often change technology providers for email services, lead generation programs and other advertising solutions in an effort to find the right tool or technology that generates the best ROI for their marketing investments. So respondents may be providing an indication that their current provider of choice does not provide the capability, but they may have used a solution in the past from a provider that offers video email marketing capabilities.

Opportunities for Email Service Providers With 31% of seasoned marketing professionals indicating that they don’t know whether their email service provider offers video marketing solutions, there is a significant window of opportunity for providers to do more effective outreach – perhaps with video messages, to let their current customers as well as their prospective customers know about the availability, and the benefits that can be derived from using video as an element of their email marketing efforts.

9

Most Effective Way to Use Video in Email Marketing The vast majority of Internet Service Providers (ISP’s) and email clients in use today do noteffectively support the ability to play video content embedded directly within the recipientsemail message.

When asked about the most effective way to incorporate video in email marketing efforts,respondents by an overwhelming margin indicated that the best approach is to provide a link (which can be a thumbnail image of a video) to a video landing page or micrositewhere the user is directed in order to watch the marketing video.

Nearly 60% of respondents indicated that linking to video landing pages is the preferredchoice for incorporating video into email marketing programs. In the WVMC survey reportpublished in the second half of 2010, survey results showed fewer responses for thisapproach (44%). Of particular note, only 3% of respondents thought that animated or videoGIFs were effective for video email marketing, compared to 5% in 2010.

Posting Video on Video Sharing Sites on the RiseThe results of the 2011 survey highlight the marketplace trends that have taken place over the course of the past year or so regarding the use and perceptions of social media and social networking sites as tools in the marketing arsenal. In the prior survey report only 6% of respondents indicated that posting videos, or links to videos, on video sharing sites was the most effective strategy, compared to the current year’s resultswhere 22% believed that this approach was most effective.

10

VIDEO MARKETING


0% 10% 20% 30% 40% 50% 60%

3%

7%

9%

22%

59%Link to Video Landing Page

Link to Video on Social Mediaor Video Sharing Network

(YouTube)

Video Player Embedded inEmail

Other

Animated or Video GIFEmbedded in Email

What do you believe is the most effective way to usevideo in email marketing?

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

5%

10%

18%

25%

41%Availability of VideoAssets

Ease ofImplementation

Cost

Receptivity ofCustomers

Other

What Do You See as the Primary Barrier to Using Video in Email Marketing?

VIDEO MARKETING


Primary Barriers to Using Video in Email Marketing With 52% of marketers indicating that they have used video in their email marketing efforts, 26% not having done so but saying they are considering its use, and 21% stating that they have not used video email marketing, it is enlightening to see the reasons indicated as the primary barriers for its use.

As shown in the chart below, the lack of availability of video assets was noted by 41%of this year’s survey respondents. This ranks ahead of issues related to the ease ordifficulty (actual or perceived) of the integration of video into their email marketingefforts (a reason stated by 25% of respondents) and more than twice as high as thebarrier of high costs which was selected by 18% of marketers.

A concern over the receptivity by customers who might receive video via email messages was only indicated by 10% of marketers.

ConclusionsAs the Q4-2011 survey results reflect, video is clearly viewed as an important andeffective tool for most online marketers, with 76% of survey respondents indicatinga belief that integrating video with email marketing increases click through rates and 72% stating they believe that consumers are more likely to make a purchase or to takeother desired calls to action after viewing video content sent to them in an email message.

11

51%7%

42%

What are your impressions of video usage in email marketing?

Wave of the future

I’m intrigued

Don’t think it works

Flimp Media Inc. (FMI) is a video marketing technology and video creative services company with offices inHopkinton, MA and Los Angeles, CA. Our patent pending FLIMP® technology platform enables online marketersand communicators to quickly create, distribute, track and report interactive video postcards and video landingpages for online video marketing, sales and communications without programming or IT resources. For moreinformation about FMI products and services visit www.flimp.net. .

The use of video in email marketing initiatives has become more commonplace and is being used by a majorityof seasoned marketing professionals. As a result, the percent of respondents in the current year’s survey thatbelieve video use in email marketing is “the wave of the future” (42%) declined from the level reflected in the2010 survey (52%) as more marketers view video as an established part of their present email marketingpractices rather than as something they will adopt in the future. However, it’s clear that interest levels remainhigh for the use of video with email marketing, with a majority of marketing professionals (51%) selecting“I’m intrigued” as their choice, and only 7% indicating they “Don’t think it works.”

The Web Video Marketing Council (WVMC) is a professional association established to provide timely, relevantinformation about video marketing topics and technologies to professional marketers and communicatorsthrough its website, newsletter, reports and webinars. Companies and organizations that want to contributenon commercial white papers, reports and articles to the WVMC for publication should contact the WVMCdirectly through our website.

About the Web Video Marketing Council

About Flimp Media, Inc. (FMI)

VIDEO MARKETING


Is Video Email Marketing the Wave of the Future? 12

To contact us, call 1-877-FLIMP-IT or sendan email to [email protected].

http://www.flimp.net



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