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Video Marketing: Moving Messages in the Right Direction

Flyers and brochures are a dime a dozen in the business world and tend to go straight from your hand to the consumer’s trashcan. So what is the best way to gain face time with your customer? Video may be the premier medium for channeling an audience toward your brand.

Screen Shot 2013-05-15 at 2.22.45 PMThe ever-changing power of technology elevates video over the brochure of yesteryear. According to research by the University of Pennsylvania’s Wharton School of Business on the effectiveness of video marketing for sales, consumers are 72% more likely to take actionable steps (purchasing a product or service) when there is video presented. They also found that they tend to make the buying decision faster.

Think about that significant statistic. Video utilizes graphics and sounds to give your words life, providing a front row seat for your viewers to the world you created in production. A front seat that more often than not, compels them to take the next step in the buying process, making video a powerful medium for reaching and impacting your audience.

We have probably all seen a video that impacted us in some way through quality production or content – we may not even have realized how that experience shaped our opinion of the company or individual delivering the content. Now, imagine how your perception of the message would’ve been different if the words you heard or images you saw were just printed on a piece of paper. Would you have even finished reading the page?

With the nature of today’s culture, consumers are overwhelmed with messages attacking their senses from every direction. They have very little time and even shorter attention spans, forcing companies to compact their message into a swift punch for the brief seconds of an audience’s attention they are given.

This is not to say that printed materials and other forms of promotion are not effective, but considering human nature and the environment in which consumers form their decision-making processes, video provides an opportunity to quickly engage the heart as well as the mind. Oftentimes, this means putting your best foot forward towards earning the recognition of your target audience − converting them into customers.