Enterprises Are Aiming For an Audience-First Approach for Video Marketing

    Enterprises Are Aiming For an Audience-First Approach for Video Marketing

    In 2021, marketers need to be aware of different ways buyers are consuming video, and hence, an audience-first approach is a must for brands to succeed.

    Modern-age consumers demand engaging and assistive advertisement experiences like never before. It has already been demonstrated that data-driven marketing is more effective as it delivers a personalized message to each customer segment.

    CMOs believe this year to be an exciting and successful year for video advertising. With the advances in technology and emerging martech trends, brands are modifying their video advertising – to be more relevant.

    However, brands often consider video marketing a limited format to drive reach and brand awareness. It is usually found marketing professionals running the same advertisement created for television into their digital campaign – no matter what the context is.

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    According to a recent Wyzowl study, almost 70% of the buyers share videos from brands that they like. With the continual connection with mobile and gadgets, it helps the target audience to make faster and more valuable buying decisions on such brands.

    Over time, the B2B marketing landscape has also recognized when video marketing is done correctly, it can be a successful way to connect with visual-first audiences worldwide. Simply put, video marketing is incredibly flexible and extensible.

    As a result, more businesses find it is effortless to disseminate quickly. Advertising and video content increased up to 82% among all other internet traffic in 2020, revealed a SocialMediaWeek report.

    Certainly, video ads can be published across a wide range of digital touch-points, including company websites, email campaigns, and interactive digital signage. With this rapid and extensive proliferation, video consumption has evolved rapidly.

    In this digital era, the passive viewing experience of people is a trend – consuming linear shows; the audience is learning new skills, looking out for an engaging clip, or reroute to check the latest virals on social media.

    The audience can be more interactive with ads – through clicks, purchases, or swipes. Today, it is crucial to anticipate the preference and needs of viewers to create meaningful audience segments.

    Also Read: Brands Are Prioritizing An Audience-First Method into Video Advertising

    For the consumers, being able to align with the brand’s creative messaging in order to respond to them is tricky. The industry experts say relevant video ad content gets nearly 3X attention – in comparison to an average video advertisement.

    Clearly, for brands to successfully use video advertising fine-tune the marketing strategy, now is the right time. Indeed, considering an audience-first methodology into video advertising can help marketers win the market – eventually, the minds of the target audience and a thriving branding!

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    Sudipta Choudhury
    Marketing professional with experience in B2B and MR industry. Skilled in Marketing, Strategy Making, Copywriting and Content Creation, Sales, and SEO with excellent Communication Efficiency. Holding dual master's degree focused on Marketing from IBS, Pune and ICFAI University.