One of the most effective new-media platforms to emerge in the past decade has been online video, and the stats prove it. According to ComScore, a source of digital marketing intelligence, U.S. internet users watched 178 million videos in the month of April alone.
As both production and delivery technologies have advanced to make the medium a low-cost and high-quality platform for marketers, most b-to-b marketers are now regularly using online video on their websites to provide interviews with executives, customer testimonials and product demos, and some are using video in display ads and e-newsletters.
Since web video has become a vital part of the marketing world today, it is imperative to optimize web videos for search. Currently, less than 20 percent of marketers told Forrester, a technology and market research company, that they insert keywords into the filenames or videos on their site, and even fewer use more advanced tactics, such as writing keyword-rich captions and annotations, or creating online video libraries. After a search engine experiment, Forrester reported that by using keywords and videos, sites stand a 50 times better chance of appearing on the first page of results than any given text page in the index. For successful marketing in today’s world, use web video!
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