Inform and create brand awareness

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Online video for content marketing
Marketers are cleverly responding to this development. In 2012, 70 percent of content marketers used online videos. The online instrument is in sixth place when it comes to content marketing tools. Leading the way are social media (87 percent), web articles (83 percent), digital newsletters (78 percent) and weblogs (77 percent). American marketers use online video to sell, inform and entertain. The first two purposes mentioned can also be found in Dutch organizations.


The Online Video Monitor of Customer Touchpoint shows that almost three quarters of Dutch organizations that use online video do so to inform the target group. Another important reason is to increase the name recognition of their organization or brand (55 percent). Commercial objectives such as sales (34 percent) and lead generation (30 percent) are much lower. To measure the effect, marketers mainly look at figures on the number of views (86 percent), the average viewing time (64 percent) and the number of unique viewers (52 percent).

Uncertainty about purpose
Despite marketers recognizing the importance of online video, they are not clear about what they want to achieve with this marketing tool. The monitor shows that 72 percent of respondents thailand phone data use the channel, but less than one in three sets concrete objectives. Of this group, 52 percent do not know whether these objectives are actually achieved.

Part of online strategy
More than eight out of ten (84 percent) of marketers have no doubt that online video will become a more important part of their online strategy in the coming years. According to the researchers, determining the return on investment (ROI) will become important, with the conversion rate becoming an increasingly important parameter. Marketers and organizations see the possibilities of online video, but are not yet using the tool strategically.

Want to learn more about the power of online video for your content marketing? Scroll down to view the infographic. Click on the image for a larger version. An extensive infographic about the results of the Online Video Monitor can be found here .

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