Videos Drive Action From BtoB Executive Buyers, Really!

Another great article from emarketer.com! Videos are going to be the “it” BtoB marketing tactic during 2011. If you are a BtoB marketing or PR pro that is NOT using videos in your mix write down today’s date because by the end of this year you will be – and you will want to know when you first started thinking about using videos.

Busy executive are using videos to help education themselves on business products and services. A recent Forbes Insights study found that, “nearly 60% of all respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than reading text for reviewing business information.” That is a marketing and PR WOW!

As emarketer.com puts it, “video has only become more important for the younger set, and marketers can depend on them to watch, pass along, recommend—and often, enter the purchase funnel.”

Get ready – lights, camera and action!

You can read the full article at: http://www.emarketer.com/Article.aspx?R=1008146 or below…             

 How Online Video Can Reach the Business Audience

JANUARY 4, 2011

Even busy executives want to do more than just read on the web

Executives with no time for fun and games do have time for the sound and motion of video, according to findings from Forbes Insights. In some cases, they may actually prefer it to text for learning about products and services.

A majority of businesspeople surveyed by Forbes in October 2010 said they watched more online video than a year earlier. Nearly 60% of all respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than reading text for reviewing business information. Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.

BtoB videos

Video can be highly effective for merchants. The executives surveyed reported taking a wide variety of actions after watching online videos, with about two-thirds visiting vendor websites subsequent to viewing and more than half searching for more information. Especially among younger executives, likelihood of making a purchase was high.

BtoB Videos

Generational differences ran throughout the Forbes research, with a split in behavior at age 50. While the youngest executives were most interested in video across the board, baby boomers in their 40s had comparable participation levels. It was older executives who had not yet gotten on board with video, and business-to-business marketers must continue to reach them through other means.

But video has only become more important for the younger set, and marketers can depend on them to watch, pass along, recommend—and often, enter the purchase funnel.

Source: emarketer.com

By Mike Neumeier, APR – March 1, 2011

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2 Responses to “Videos Drive Action From BtoB Executive Buyers, Really!”

  1. srobinson45 Says:

    Thank you for the great statistics. With the move to smartphones and tablets videos will now be watched on the go. My experience has been keeping videos to under 3 minutes in length to be most effective in getting viewers to watch the entire video.

  2. Keven Hundley Says:

    nice job, it is excellent publish. the info is beneficial to know!