Lights, Camera, Actionables: Digital video marketing evolves from novel to necessary.

AuthorHenry, Arie

Marketing brains know the "age of digital content" is now and has been going strong for a number of years. Digital content marketing has evolved from novel to necessary for startups and billion-dollar corporations alike. In fact, a common adage in the field is the phrase "content is king." If that's the case, video content is undoubtedly the supreme ruler of the land.

Cisco's Visual Networking Index projects consumer video traffic to comprise 82 percent of all online traffic by 2021. Marketing tech company Unruly calculates that about 18 percent of internet users share videos on social networks at least once a week and that 61 percent of American Facebook users share video advertisements specifically.

Alaska's marketers are leveraging the capabilities of digital platforms like Facebook, Instagram, YouTube, Snapchat, Hulu, and even their own companies' websites to create more robust brand strategies through the use of targeted, compelling video placements. This business pursuit involves a balance of creative storytelling and technical savvy that distinguishes digital video marketing from its traditional media counterpart, the classic television advertisement.

Setting the Scene

Most marketing professionals tend to agree that even if traditional television spots are part of the overall marketing budget, digital platforms must be addressed as well. Earlier this year, Vox reported that in 2019 advertisers as a whole will spend approximately $20 billion more on digital advertising platforms like social media and Google than traditional mediums like television and radio. The increasing trend of cord-cutting (a trend that doesn't seem to be dying anytime soon) only serves to further underscore the importance of digital platforms.

"Ten years ago. a company was progressive if it had a website and a Facebook page, and it posted [on Facebook] once a week. Now, if that's all you have, you're going to get left behind," says Ingrid Klinkhart, partner and senior account strategist at Anchorage-based Yuit Communications. "You've got to consistently engage on a variety of platforms to stay relevant, and those depend on who your audience is and what type of service or product you're promoting."

An incentive to actively engage on social media is the amount of information a business can glean from its target audience. The proprietary analytics provided by each platform offer valuable insights on gender, age, and other characteristics of fans and...

To continue reading

Request your trial

VLEX uses login cookies to provide you with a better browsing experience. If you click on 'Accept' or continue browsing this site we consider that you accept our cookie policy. ACCEPT