2009 was a good year for practitioners of video marketing. We saw some really encouraging results -better performance of landing and product pages that include video than those that don’t- especially from e-retailers, like e-bags, Zappos or Pool Tables .
I am looking forward to 2010 because as video marketing gets mainstream for commercial websites we will hear more success stories and we will have more metrics to analyze and to compare, most important how do sites that use video content perform compared to those who don’t in terms of conversion rate and ROI.
This is what I think will happen in 2010.
1. Video use and consumption will rise again.
- Some users, especially “generation Y users” will be more likely to abandon certain sites if they don’t provide video content.
2. Video will become the dominating content format across most industries.
- Especially FMCG and service brands will include video as key elements to communicate with their users and clients.
3. Video is nothing without interaction.
- We will see how conventional players (play, stop, share) will convert into widget-based visualization. It’s not enough to substitute text or photo based content by moving images, it’s the widget you can add to the video player that will make the difference.
4. Video will become a commodity.
- The real value will be to think about a sustainable video content strategy not in how to produce the content itself. What e-retailers need is a decent mid-term video marketing strategy. Production has become affordable and can be highly standardized.
5. E-mail marketing gets another chance.
- Including video in e-mail communication and newsletters can increase click-through rates up to 50%, compared to e-mails that just include text or pictures.