Hi, I'm Nick Barber, an analyst with Forester, and today we're going to be talking about
why brands need to embrace video in their marketing strategy.
I am Marcus Sheridan. Scott Brinker. Sean Ellis. The founder and CEO of Growth Hackers.
And we often say that a picture is worth a thousand words. Well, if a picture is worth
a thousand words, how many words is a video? We think it's around 1.8 million words.
Video is a bit of an antidote to all this technology that's happening around us. There's
something about the human connection in marketing. I think video has done a really amazing job
of reconnecting us. Video views are a vanity metric. If you get a thousand views on a
video, ten thousand views on a video, a million views on a video, that's great. Give yourself
a pat on the back. But how do you know who is watching your content? Can I actually convert
somebody to being a passionate customer? The most important investment that marketers should
be making is in activating new customers. That's usually where the most leverage is.
And now that we're moving into this next generation of video, where we can integrate video with
marketing automation platforms and CRM, we can start to assign value and we start to
see revenue coming in from video. Simply having just Google Analytics is probably not enough
because you need to know names of people and what they're doing on your site and you need
to be able to track it all back to where it started so that you can give credit to something
when they buy. And that's going to power the next generation of videos, being able to assign
this ROI to our video content.
