September 2012 Lights, Camera, Call-to-Action: Trends in Video MarketingThe media theorist Marshall McLuhan famously noted, “the medium is the Research Briefmessage.” He meant that new forms of media have their own set of rules, Aberdeen’s Research Briefsand that content is ultimately developed that takes advantage of these rules. provide a detailed explorationMcLuhan’s maxim still holds true today as marketers come to terms with of a key finding from a primarythe powerful medium of video to engage with buyers through digital research study, including keychannels. Between May and July 2012, Aberdeen surveyed over 100 performance indicators, Best-marketing and sales professionals about the use of Rich Media in external in-Class insight, and vendorprospect and customer communications, including video. We found that insight.Best-in-Class companies are more likely to use video in their content-basedmarketing efforts. This research brief considers the best practices thesecompanies are adopting to get their message heard in Technicolor.Business Context: Of Medium and MessageThe challenge to be heard above the noise is in many ways the essence of Research Definition: Richpromotional marketing. Today’s competitive markets and multitude of Media for Sales and Marketingchannels offer no refuge, and as seen in Figure 1, difficulty in differentiatingin a “noisy” market is the top-most cited pressure by study respondents. Rich media is the use of visual,The other top pressures are in many ways typical marketing and sales audio, video, and interactive communications mediums,concerns; budgetary pressure (i.e. the need to do more with less), lead including video, audio, onlineconversion, and market segmentation. Adoption of video-based marketing chat, web meetings and screencan serve to address many, if not all, of these pressures in various ways. sharing, and web events.Figure 1: Top Pressures driving adoption of Rich Media in salesand Marketing Competitive “noise” in our target market; 54% difficult to differentiate our solution Marketing / sales budgets 38% stretched too thinly We are not effective enough 37% in converting leads to sales All Respondents Not effective enough in 30% identifying the best prospects 0% 20% 40% 60% Percentage of Respondents, n = 110 Source: Aberdeen Group, July 2012This document is the result of primary research performed by Aberdeen Group. Aberdeen Groups methodologies provide for objective fact-based research andrepresent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc.and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc.