Most people, when left to assume something, will assume the worst instead of the best. I’m sure there is some scientific study performed by some think tank that will confirm this is true..that is if I assume the positive result.
However, assuming a video-centric digital marketing strategy is very expensive would be a positive assumption. But, what would a business person assume to happen to their business development if they chose not have a video-centric digital marketing strategy?
Sure, not spending money on a video-centric digital marketing plan would save a lot of money, but how much revenue is the business losing because the leadership did not want to spend the money needed to keep in front of today’s internet savvy consumer?
I deal with business marketers who come to us searching for a cheap form of video-centric digital marketing. True, there are some savings to be had but, cheap is not something we offer.
There is no way around it, video production is expensive. I would be very concerned about someone who claimed it is not. True, using a smartphone to create a video is cheaper than firing up a 4k power-packed studio camera. However, look at the outcome. Which video would you want to watch? That is the decision consumers are making today.
Consumer Drive the Market
As little as a year ago smartphone videos were ‘Cool’…new..and produced excitement. The shaky camera work and low-quality audio portrayed a casualness the consumers found refreshing. Unfortunately, that bubbled popped when everyone with a smartphone thought they could duplicate the popularity a well know celebrity had with their Twitter Live smartphone video. The 15 minutes of fame of the mobile phone video was over.
The marketers of the world jumped on that inexpensive way to market like a duck on a Junebug and drove that style of video literally into the ground. By the end of 2017, consumer surveys showed potential buyers had enough of low quality produced videos.
Quality Videos Are in Demand
2018 has started and the predictions that video marketing will take over where print marketing left off are starting to develop. With that change came higher audio quality, higher definition, marketing videos that bring a message to the consumer quickly and leaves with the consumer wanting more.
And as predicted, consumers are responding positively. Today, those small businesses who assumed video-centric digital marketing strategies were a waste of money are now assuming more positively to video-centric digital marketing and the change consumers made in what they will watch on the internet.
The Cost Does Not Remain the Same
Yes, the cost of the quality video remains high, but the ROI from a professionally produced video is now offsetting the cost of the production. By 2019, those businesses not retaining a video-centric digital marketing agency to keep fresh videos in front of the consumers will find they have fallen way behind those who assume the positive.
If you are one of the millions out there who are negative by nature, take a look around. Search Google for validation of the change consumers made to only watching higher quality videos. 90% of you will look at a video that showcases the results of surveys and reports. Isn’t that validation enough that the need for a video-centric digital marketing strategy is now more than a positive assumption?
Let me know how I can help.
Also published on Medium.