Most Widely Used Video Types Used by Marketers  [Study]

Most Widely Used Video Types Used by Marketers [Study]

According to Vidyard and Demand Metric report, more than 8 in 10 marketing, sales, and customer experience executives say that video is becoming more important as a form of content in their organization

Widely Used Video Types

Overall Video Creation Increased 178% in 2021 Compared to 2020

 Key Takeaways

1. Brand and Social Media Videos Are Widely Used by Marketers

The most common type of videos are brand videos (53%), followed by demo or product videos (51%), social media videos (48%), training videos (45%), and how-to videos (42%). The popularity of social media videos speaks to social’s presence as a leading distribution platform: 63% of respondents distribute videos on social media sites, equal with websites as the top area for posting videos.

80% of All Videos Created in 2021 Were User-Generated, Versus 60% in 2020

The top video types differ by role. For example, a large share of sales teams will invest in user-generated videos, while customer experience teams show a strong inclination to invest in how-to videos.

The Average Video Created in 2021 Was 9 Minutes and 58 Seconds Long

Among marketing respondents, the video types used by a majority are brand (71%), social media (64%), and demo or product (60%) videos, while close to half use training videos (48%) and customer testimonials (46%). Although how-to videos did not feature among the top 5 for marketers in this study, previous research indicates that they are often used by B2B content marketers, who find video to be among their most effective top-of-the-funnel demand generation tactics.

2. Half of The Marketers Say Video ROI is Improving
7 in 10 respondents across job roles said that video performs better than other content types they use or have used in producing their desired results, a figure 10 times higher than the share (7%) who say that video performs worse.

Additionally, two-thirds of respondents report that video’s ROI is either getting better (45%) or staying the same (21%), though 3 in 10 don’t know. Marketers are the most optimistic about video ROI, with about half (49%) saying that it is improving, and another fifth (21%) reporting steady results.

Prior research suggests that videos have performed better than other content types such as long articles, livestreaming content, and podcasts, though fewer content marketers in that study found video to be as effective for them as virtual events and research reports, among others.

3. Video Viewing Data Deemed Important for Lead Scoring and Nurturing
Three-quarters of sales respondents believe that it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals. Marketers largely agree, with two-thirds recognizing the importance of such data to lead nurturing efforts.

Currently, roughly 1 in 5 (21%) respondents say that their sales team uses video viewing data to a great extent to qualify leads, engage prospects, or influence specific deals, while about one-third say the sales team does so to a moderate extent (34%) and one-quarter (26%) to a slight extent.

Integration of this data would help, yet remains in its infancy: only slightly more than 1 in 3 respondents (36%) say that they have integrated video viewing data into their marketing automation platform (MAP) and/or customer relationship management (CRM) system, although another half (49%) claim that they are planning to integrate this data.

4. Video Production Proves Difficult
While various teams within the organization are requesting and creating video content, marketing has the biggest role to play, and is the only team that a majority identified as both requesting (63%) and creating (65%) this form of content.

Although most medium- and large-sized companies use external resources to some degree to aid in their video creation efforts, only a minority of smaller companies do so.

This could prove problematic, as video production is a challenging affair. When asked which barriers or roadblocks respondents are facing in successfully leveraging video to help achieve business goals, the top 4 (equally cited) all involved production to some extent:

  • Producing professional quality video that represents the brand well.
  • Having a strategy to drive video production.
  • Allocating staff time and resources for video production.
  • Producing videos that engage.

No wonder content marketers identified video as the number one type of content they would create if more resources were available to them.

Nonetheless, a majority of respondents are very satisfied (7%) or satisfied (49%) with the results they’re getting from their video efforts, with satisfaction rates much higher (67%) among those who use advanced metrics.

With this in mind, it’s perhaps not surprising that video was mentioned as the top area of investment for B2B content marketers this year.

About the Data: The results are based on a survey of 705 executives across marketing (45% share), sales (25%), customer experience (12%), and other (18%) job roles. Almost half (47%) described the nature of their business as mostly or entirely B2B, while another 41% described it as a split between B2B and B2C.


Need assistance with your video marketing? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

2022 Top Marketing Objectives [Report]

2022 Top Marketing Objectives [Report]

According to the Nielsen 5th Global Annual Marketing Report, brand awareness is the top objective for marketers around the world this year, edging out customer acquisition, which in turn is more important than customer retention.

Top Marketing Objectives

Nielsen asked approximately 2,000 marketers around the world to rank the order of importance of a variety of marketing objectives for their business from most important (1) to least important (7). Respondents gave brand awareness an average ranking of 3, giving it top billing among the objectives listed.

Next was customer acquisition (3.1), which was deemed a more critical objective this year than customer retention (3.3). This shows a shift from the height of the pandemic when brands tended to focus on retention over acquisition. This latest order of importance is reflected in marketing budgets in the US: the most recent CMO Survey indicates that on average customer acquisition budgets are about 15% higher than retention budgets. What’s more, Nielsen data indicates that “marketing accounts for 10%-35% of a brand’s equity.”

Top Goal: Brand Awareness

Given that brand awareness emerged as marketers’ top goal, it’s also their most important marketing metric. About two-thirds rated it as extremely (30%) or very (36%) important, putting it ahead of engagement (63% extremely or very important), marketing mix modeling (61%), full-funnel media ROI (61%), and viewability (61%).

Even though it’s their most important metric, brand awareness isn’t the one that marketers feel most confident in measuring. 64% rate themselves extremely (29%) or very (35%) confident in their organization’s ability to accurately measure sales. 61% are at least very confident in their ability to measure brand awareness, with similar numbers for engagement (60%) and viewability (59%). The metrics that the fewest are very confident in are full-funnel media ROI (54%) and unduplicated reach and frequency (53%).

About the Data: The results are based on an online survey conducted from December 2, 2021 to January 12, 2022 among 1,943 global marketing professionals at or above the manager level, working with annual marketing budgets of at least $1 million. Respondents were from the auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail industries.


Need assistance with your marketing initiatives? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Most Important Marketing Tactics Contributing to Campaign Performance [Report]

Most Important Marketing Tactics Contributing to Campaign Performance [Report]

Almost 2,000 marketers around the world were asked by Nielsen to rank the order of importance of a variety of marketing tactics from most important (1) to least important (9) when considering the contribution to campaign performance.

Marketing Tactics Influencing Campaign Performance

The results of Nielsen’s 5th Global Annual Marketing Report indicate that audience targeting came out on top, with an average rank of 4.1. Following closely was a grouping of ad creative, audience reach, and data quality, each with an average rank of 4.2.

Rounding out the top 5 was personalization (average rank of 4.6), ahead of path-to-purchase message sequencing (5), AI/machine learning (5.1), and publisher placement (5.3).

Almost 5 years ago Nielsen released a report which found that at least for CPG campaigns, creative (quality/messaging) had a far greater contribution to sales lift from advertising than did reach or targeting. A more recent survey from Westwood One and Advertiser Perceptions, however, revealed that marketers and agencies believed that targeting was a bigger driver of sales than creative or reach.

One factor unique to this latest survey is data quality. Only about 1 in 4 (26% of) survey respondents strongly agree that they have access to the quality audience data they need to get the most out of their media budget, though it’s true that an additional 45% somewhat agree that they do. This is supported by recent research from Ascend2, in which only 1 in 3 respondents said that the quality of their data allowed them to make effective decisions on where to spend marketing and/or sales resources, though another 55% somewhat agreed.

More than 1 in 3 of the Nielsen survey respondents report the following to be extremely or very difficult: data access (36%); identity resolution (36%); actionable data insights (36%); data accuracy/quality (35%); and data scale (34%). An additional third or so find these topics to be moderately difficult.

About the Data: The results are based on an online survey conducted December 2, 2021-January 1, 2022 among 1,943 global marketing professionals at or above the manager level, working with annual marketing budgets of at least $1 million. Respondents were from the auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail industries.


Need assistance with your marketing strategies? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Successfully Market Your Business For Just The Price of a Cheeseburger and Fries

Successfully Market Your Business For Just The Price of a Cheeseburger and Fries

Overview
With pandemic shutdowns, the ‘great resignation’ (leading to millions of start-ups*), supply chain disruptions, and increasing inflation, it’s been tough to bring in new business.

We’ve seen many small businesses, professionals, and independent contractors struggling to either jumpstart sagging sales or get a new business off the ground. Many have considered hiring a marketing agency, a marketing consultant, or adding to staff but that can be expensive when budgets are tight and talent is limited. In looking for a way to help the business community that has been so good to us over the years, we came up with the idea to write ‘Ready-Made Marketing.

Take the guesswork out of marketing.
Designed to help people succeed, the book is a quick and easy DIY marketing resource that enables those who don’t have marketing expertise (or the money to hire it) to market themselves, their services or their businesses and start seeing immediate results. Ready-Made Marketing is not about writing marketing plans or strategies; it provides practical, customizable templates for a variety of business-building situations, step-by-step instructions for using proven and effective marketing tactics, and over 400 technology resources that are affordably priced or free.

Abbreviate what you have to do to lighten your workload.
The book is action-oriented; it’s not a novel to read through nor does it require a major time commitment. For example, if you need to write a cold email, you can choose from a variety of templates or if you need a video script, you just go in and pick one. Or if you need a technology resource (e.g. video recording software, content creation tools, podcast hosting, among others) you can select from 21 categories or use the authors’ choices.

FREE OFFER…Quick Links to Technology (Click Here)

Whether you’re starting a new business, want to increase revenue for your current business, or know of someone who needs to jumpstart sales, this book is a game-changer.

To make 2022 a better year, check out Ready-Made Marketing.

 

*According to the U.S. Census Bureau:

  • In 2020, there were more than 4.4 million new businesses; the highest total on record.
  • This is a 24.3% increase from 2019; 51.0% higher than the 2010-2019 average.
  • ½ million new businesses were started in January 2021 alone.

 


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

B2B Marketers Go-To-Market Top Priorities [Survey]

B2B Marketers Go-To-Market Top Priorities [Survey]

According to the recent The State of B2B lead Management 2022 report from LeanData, Sales Hacker, Heinze Marketing and Outreach, B2B marketing and sales leaders found it more challenging to generate sufficient pipeline last year than to pivot go-to-market approaches amid changing conditions or sell virtually with a remote team. Per the study, those same leaders will be focused on generating pipeline this year.

B2B Sales and Marketing Top Priorities

Not only was pipeline the top challenge for 2021, but it’s the leading priority (among 5 listed) for 2022, according to the survey’s more than 1,700 respondents. Almost half (48.8%) named pipeline growth their top priority for their go-to-market organization this year. That’s more than double the share who said that building/staffing teams (22.4%) is their top priority. Other initiatives such as expanding their addressable market (18.3%), accelerating digital transformation (7.1%), and new tech stack investments (3.5%) were lower on the priority list.

The attention paid to pipeline growth, at least for marketing respondents, is understandable given the extent to which marketing is expected to contribute to the sales pipeline. In a recent study, 82% of marketers said they are measured by the sales pipeline they initiate, and 78% reported being measured by the sales pipeline they influence. The good news is that almost 6 in 10 respondents agree to some extent that their sales and marketing are aligned to deliver growth this year.

Although a slight majority agree that their organization’s lead management systems and processes help them deliver an ideal customer experience, more than one-quarter don’t feel that way. Moreover, one-quarter disagree that their current lead management system will support revenue goals this year. And, although almost 2 in 3 feel that they are somewhat effective in achieving their conversion goals with their current lead management strategy, only around 1 in 4 (27%) are very confident in this area.

Lead Routing Issues

The survey indicates that B2B organizations are at times assigning leads to the wrong owner, with 6 in 10 admitting this sometimes happens and another 7% claiming that it happens half or more of the time.

2 in 3 are able to match leads to accounts and are happy with the process. Unfortunately, this leaves many for whom lead matching occurs but is slow or error-ridden (24.3%), and a small fraction who simply aren’t matching leads to accounts despite a desire to do so (4.3%).

Issues with speed may be the result of outdated processes: the #1 method for routing leads is manual, as opposed to other methods such as using marketing automation platforms or native assignment rules in the CRM.

Looking forward, the top lead management capability that respondents would like to have but currently don’t is more automation and fewer manual processes.

About the Data: The results are based on a December 2021 global survey of 1,732 B2B sales, marketing, and operations professionals, with technology the most heavily represented industry.


Need assistance with your go-to-marketing strategies, and sales and marketing automation? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Podcast Engagement [Research]

Podcast Engagement [Research]

According to results from the latest Edison Research Infinite Dial report, produced in partnership with Wondery and ART19, podcasts have are increasingly popular with middle-aged adults.

Podcast Engagement

Mixed Trends in Podcast Reach

This 2022 report finds that 79% of US respondents ages 12 and older are familiar with podcasting. The podcast audience also continues to expand, as 62% of respondents say they’ve ever listened to a podcast. This figure has climbed virtually every year since 2006, and is up from 40% in 2017.

However, while more people have listened to a podcast than ever before, regular engagement with podcasts has slipped, which the report attributes to a return to pre-pandemic routines. As such, this year 38% of respondents report having listened to a podcast in the last month, down from 41% in last year’s survey. However, this figure remains higher than those registered in 2020 (37%) and 2019 (32%) as well as in prior years.

Likewise, weekly podcast listening has also dipped slightly. This year 26% report having listened to a podcast in the previous week, as compared to 28% last year. Once again, this year’s result continues to be higher than in 2020 (24%), 2019 (22%) and earlier years.

Middle-Aged Adults Go Against The Trend

The percentage of Americans ages 13 and older who listen to podcasts on a monthly basis declined across age groups and genders, with one exception: 35-54-year-olds. Instead, the proportion of Americans in this age group having listened to a podcast in the previous month ticked up from 39% last year to 43% this year. By comparison, the percentage of 12-34-year-old respondents listening in the past month fell from 56% to 50%, while for those ages 55 and older it dropped from 26% to 22%.

Meanwhile, slightly fewer male respondents this year (41%) than last (43%) had listened to a podcast within the prior month, with engagement also dipping among female respondents (39% to 36%).

Another measure of podcast listening also shows that the middle-aged group is heavily engaged. Though the report doesn’t break out the percentage of respondents who listened to podcasts in the previous week by age group, it does look at the number of podcasts listened to among weekly podcast listeners by age. The results here show that although one-third (33%) of weekly listeners ages 12-34 listen to more than 5 episodes in the previous week, that figure rises to 38% among 35-54-year-olds. Indeed, the number of episodes that weekly podcast listeners tuned into during the prior week averaged 8.9 among the 35-54 bracket, compared to 8.3 for the 12-34 group and 4.9 for the 55+ group.

Recent study results suggest that Comedy is the most popular genre among 25-54-year-old podcast listeners, followed by News, Society & Culture, and True Crime.

The Monthly Podcast Listener

Men are over-represented in the monthly podcast listening audience, according to the Infinite Dial report. While they account for 48% share of the 12+ population, they represent 53% of monthly podcast consumers of that age, compared to 46% share for women and 1% for non-binary/other. However, men’s share of the monthly podcast listening audience has edged down over the years, from 55% in 2017. A recent Nielsen report has also found an increase in female listeners, noting that the number of heavy female listeners – those tuning in 10+ times per month – almost doubled between November 2019 (5.38 million) and November 2021 (9.27 million).

As for the age distribution of monthly podcast listeners, a declining share are ages 12-34 (47%, down from 51% in 2017). The share who are aged 35-54 remains flat from 2017 at 33%, while the share who are aged 55 and older has grown from 16% to 20% during that period. This also aligns with research from Nielsen, in which adults ages 55 and older have been found to represent a growing share of the podcast audience at the expense of younger adults.

As for the race/ethnicity of monthly podcast listeners, this year’s study finds that 59% are White, down from 66% in 2017. Some 16% are African-American, up from 12%, while another 16% are Hispanic, up from 11%.

Online Audio Engagement Rises

Unlike with podcasting, the percentage of US respondents ages 12+ who listened to online audio in the previous month rose this year, reaching 73% after spending the past couple of years at 68%. The rise was particularly noticeable among the 35-54 (81%, up from 72%) and 55+ (52%, up from 46%) age groups.

Weekly online audio listening (referring to AM/FM radio stations online and/or streamed audio content available only on the internet) also climbed to reach two-thirds (67%) of respondents, up from 62% last year and 60% the two years prior.

About the Data: The results are based on a January survey of 1,502 people in the US ages 12 and older.


Need assistance with podcast production and promotion? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.