Online marketing has evolved rapidly in the past 14 years or so, driven by the increased ubiquity of Internet access and growing consumer preferences for Web-based commerce platforms. As a result, the brand management and visibility playing field between larger enterprises and smaller businesses has been effectively leveled in a relatively short period of time.
While email campaigns and pay-per-click were among the most commonly used tools in the digital advertising sphere back in the early 2000s, social media, content marketing and video-based communications have rose to prominence more recently. All of these strategies can be highly effective in affordably driving up brand recognition and authority in the market.
Video marketing likely represents the freshest and hottest component of digital advertising today, and companies are putting for unique and innovative strategies to capitalize on consumer demand for brand information through these channels.
Where does video marketing stand today?
Earlier this year, The Guardian argued that video marketing represents the next-generation and future of content marketing, citing a study that found nearly 70 percent of Internet traffic generated by consumers will involve video by 2017. What’s more, the source noted that a wider variety of businesses are getting involved in this arena.
Right now, video marketing is likely at the same point content marketing was at in 2011, gaining prominence but still gathering its feet and striving toward maturity. Trial-and-error has long been a critical aspect of innovation and corporate performance improvements, and this seems to be the stage that video advertising, at least on the whole, is currently planted.
Considering the acceleration of online marketing in general, video advertising will likely be a ubiquitous component of Web-based advertising in the coming years.
One of the key trends to watch is the differentiation between online video advertising and television commercials. When looking at a broad range of campaigns out in the digital environment today, it is clear that the most intelligent and successful companies are generating conversational, interactive and informative videos.
By the end of this year, video marketing best practices, management procedures and innovation will likely reach a more mature landscape, especially as more competitors enter into the arena and challenge one another to do better.
Current thoughts for the future
Now that several online marketing components have matured, business leaders should work to avoid making the same mistakes twice through adequate research and the creation of metrics systems. For example, despite the fact that the medium is different in video advertising campaigns, the rules of effective digital marketing are largely consistent.
It took a while for companies to understand the importance of measurement efficiency and accuracy, consistency of brand voice and publication frequency, innovative thinking and strategic alignment of investments with specific corporate values in content marketing strategies.
By ironing out these details from the outset of a video marketing investments and working to seamlessly integrate the various programs into the overarching advertising strategy, companies can get an early jump on others in what will undoubtedly be a highly competitive and saturated market by this time in 2015.