THE DEMAND FOR MEASURABLE ROI WILL SWITCH TO SALES

Fortune 100 brands are replacing their CMOs with chief growth officers (CGOs), and there’s a growing emphasis on driving bottom-line results.

Video marketing can play a useful role in this new reality, with the availability of excellent analytics and support for growth up and down the marketing/sales funnel. But, video marketers will have to place more emphasis on metrics-driven budgeting and decision-making.

Video has been a serious marketing medium for many years now, yet some marketers still treat it as a novelty. That behavior will have to change.

 

 

 

 

MARKETERS WILL FIND MORE CREATIVE USES FOR 360 AND VR

 

360 video has been around for some time, but the cost and difficulty of producing it has remained high, until recently. This has had the effect of limiting the thinking for creative applications.

As the technology becomes more approachable, more marketers will be able to find new, creative uses for the added engagement that 360 can provide. Virtual Reality will still require deep pockets, and distribution remains a problem that makes the technology hard to scale.

 

 

 

 

 

 

 

 AR AND AI WILL REMAIN BEYOND THE GRASP OF MOST MARKETERS

Augmented Reality has the potential to be a real game changer, but probably not in 2018. The production process, which often requires a great deal of custom development, is still too complex, and too expensive.

The application of Artificial Intelligence to video also has great potential, for personalization, and creative suggestion, but probably not in 2018.

These two technologies remain on the cutting edge of video, but real-world applications will remain somewhat limited, next year. That said, keep an eye on both technologies for 2020, and beyond.

 

 

 

 

CO-CREATION WILL BECOME MORE IMPORTANT

With more and more video-enabled smartphones in use (2.5 billion by 2019), there’s an emerging opportunity for companies to work in cooperation with customers and employees to tell brand stories through video.

The challenge will be to focus, collect and process all those individual brand interactions in ways that encourage engagement and support brand values. Co-creation is yet another way to encourage brand trust, and there are many ways to involve audiences in this effort. Video provides some very powerful and unique opportunities.

Sports clubs are a major leader on this front, but we’ll see more brands seek to partner with customers and staff to use video to tell brand stories, in 2018.

 

 

 

 

 

 

 

VIDEO-FIRST MARKETING STRATEGIES WILL GAIN TRACTION

Music to a video marketing agency’s ear, video-first marketing strategies will gain traction in 2018.

In 2016, Facebook CEO Mark Zuckerberg said, “Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.”

The importance of photos and text won’t disappear, mind you. Rather, a video-first strategy acknowledges the market reality that customers are increasingly relying on video and other visual forms of marketing for the information they want to consume, and that some of the giants of content are beginning to invest heavily in video.

The consumer desire for video will continue to grow in 2018, and so will the number of brands that adopt a video-first marketing approach.