A report from ValueClick found that video marketing is expected to receive a major lift in 2012, as more businesses focus on producing original, engaging video content.
Forty-nine percent of respondents said they plan to increase investment in video content marketing. In general, the development of new online platforms has made it easier for companies to produce, host and share the video content they produce. Moreover, more consumers and B2B buyers are regularly accessing video content on their desktops and mobile computing devices, further increasing its reach
Twenty-seven percent of businesses reported that they will maintain their current spending on video marketing in 2012, while 2 percent will decrease investment. Just 10 percent of respondents do not direct any portion of their marketing budget to video at present.
As businesses move forward with their new media marketing campaigns, the methods used to gauge success are also shifting. According to ValueClick, 68 percent businesses using video will judge campaigns based on brand engagement. Additionally, 64 percent said they will gauge effectiveness of on the content’s ability to drive traffic.
Businesses across industries might find video is successful in achieving both of these goals. Brafton recently reported that more than half of web users will share video content in 2012.