If you’re like most marketers, you worry about your lack of metrics for proving ROI. Even after releasing a great initiative, there’s that nagging internal voice that seems to whisper, “Your campaign was great, but you can’t really connect it to closed business, can you?”
It turns out, more than 70 percent of marketers failed to deliver quantifiable results for their marketing efforts in 2013, according to Fournaise Marketing Group research. This ultimately means that even if you were running incredible creative campaigns, you weren’t tracking quantifiable results.
Because the CMO is set to gain more spending power than the CIO in the next three years, justifying your marketing spend on digital “game-changer” initiatives will become even more significant, so it’s high time you made metrics your best friend.
Fortunately, as video marketing gains incredible momentum as an expected content format, it’s also the perfect medium when it comes to tracking your performance. While text-based assets are difficult to track once they are syndicated, Aberdeen research reveals that because videos live in “containers” or “players,” their results are measurable no matter where the video assets are shared.
Video analytics allow you to capture data on not only how many people are watching, but–even more importantly–who is watching, which content they engaged with, and exactly how long specific content holds their attention.
Take a look at the video and infographic we made to illustrate the issue, along with stats on how video marketers are performing. (Click on the infographic to enlarge.)
Video infographic images designed by Kristina Stankovic; animation by Blake Smith.