Consumers turn to video to research products

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by Brafton Editorial
Consumers are turning to video before buying, signaling marketers to react.

Online shopping is all the rage – the past holiday season saw higher rates of buying online than ever before, and consumers are checking out products and services on the internet all the time. According to Nielsen’s “Global New Products Report 2013,” marketers can come away with some key points to better understand how to encourage consumers to convert on the internet.

Marketers should optimize their sites for SERPs with SEO, create dynamic social media presences, encourage engagement on forums and message boards, and create video sharing pages as consumers hit the web before they decide to reach for their MasterCards.

Video marketing is a worthwhile path, as many people engage with visual media online to learn about new products. According to Nielsen, 37 percent of survey respondents turn to video sharing sites to find information about products before deciding to purchase items from brands. Although many businesses may struggle with time and resource to create video campaigns, companies like Brafton are beginning to offer video marketing services to clients looking to break into new markets.

Video content can also benefit social media marketing initiatives, as Brafton has reported. By 2016, it may take 6 million years to watch all of the web’s video content, proving not only that viewers are watching, but that marketers need to create strategies that make their media stand out from the pack.

Although consumers continue to rely on traditional advertising and channels of communication, with 77 percent turning to friends and family members for insights and suggestions, internet marketing takes up a substantial chunk of consumers’ time. Nielsen reported that 67 percent turn to the web to find out about services and new products.

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