Let’s think back to when digital marketing was truly growing about a decade or two ago. Amazingly, the idea of digital marketing once was all about somehow getting content on the Internet. Since then, concepts have transitioned from building websites to learning how to rank in search engine results to using analytics to increase numbers.
As with anything, marketing has evolved. Digital marketing is far more advanced than it was a decade ago – or five years or even two years ago. You now have companies using digital ads to create revenue. “Algorithm” is more than just another nine-letter word in the dictionary. As we continue to see digital marketing’s evolution, we watch more and more companies focus on their audiences. Instead of providing content for the audience, they’re providing content to cater to the audience.
In catering to the audience, video is essential. It is versatile. It is persuasive. It is an engaging tool designed to give consumers a picture-perfect view of exactly what is happening. For consumers, it’s a means of information and entertainment. For marketers, it’s a solid way to deliver a pitch and an opportunity to win over a new audience and keep a returning audience.
Video has become quite popular on the internet. TechCrunch published an article on how people are now watching 1 billion hours of YouTube per day. That’s 1 billion, with a B – and that was three years ago. Survey a group of marketers today, and it’s almost a guarantee that the majority – if not all – will admit that video is important, vital even, in digital marketing.
The question: Is digital marketing today all about video? The answer: While vital, video shouldn’t be digital marketing’s only focus.
HubSpot gave a good answer when asked what the role of digital marketing should be for a company. “Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget,” the article said. “With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content — such as a billboard or print ad.”
In order to be competitive, digital marketing must work the new with the old. The use of video can have endless possibilities, but so can social media. So can email marketing strategy. And yes, even print ads and phone communication still has its place in successful strategies. Video is good, but you still need quality search engine optimization, as well.
Whether you focus on B2B marketing or B2C marketing, meshing all tactics that work can equate into a magical ending that can really boost your brand and impact your next moves. We’re not ignorant to the fact that video could the primary weapon in digital marketing. A recent Cisco report suggests that more than 80% of all traffic will consist of video by 2021.
Video is popular – and rightfully so. And let’s be honest: Video isn't going anywhere anytime soon. If anything, it’s only going to become even more popular.
But when it comes to five-star digital marketing, let’s give video the credit it deserves – but let’s not also forget the other tactics that still work. The more marketing strategies used, the better the product will be – and your brand will benefit.
