12 Reasons to Fuse Direct Marketing and Video Marketing Now

Tried and true direct marketing formulas + online video = your next powerful marketing opportunity. Blending direct marketing sales approaches with online video, where 40 billion videos are watched monthly, can showcase your products and services, build trust, close deals, and raise money. Here are reasons to fuse

Tried and true direct marketing formulas + online video = your next powerful marketing opportunity. Blending direct marketing sales approaches with online video, where 40 billion videos are watched monthly, can showcase your products and services, build trust, close deals, and raise money. Here are reasons to fuse together the power of direct marketing with online video. Today we begin with the first 6 reasons.

1. Now is the early stage for the blending of DM disciplines and online video. While DM and video have been around for years, many marketers have yet to blend the methodologies together. The Deep Dive: Early adopters have been using video with streaming words and voice-over, interviews and product demonstrations. But the next stage of successful video uses proven direct marketing copywriting techniques and call-to-action in video script writing, and uses DM design techniques that will move production values to a higher level.

2. Online video use and views are exploding.

  • In just one recent month, 181 million U.S. Internet users watched 43.5 billion videos averaging over 22 hours per viewer.
  • Over 84% of internet users watched an online video.
  • Americans watched over 5.6 billion online video ads. In fact, online video ads are 38% more memorable than TV ads.

The Deep Dive: According to comScore.com, a global source of digital market intelligence, online video viewing was up 43% from Dec. 2010 to Dec. 2011 This video is a summary of comScore’s findings about the explosive increases in online video viewing during the past year. (By the way, we’ll show you, in an upcoming post, how you can drastically improve upon their really distracting audio quality for about $30.)

If you’re not incorporating video in your marketing strategy, you’re out-of-date.

3. Consumers’ attention span is shorter than ever, and it’s not likely to increase. People will give you a few seconds to watch a video. Engage them quickly, and they’ll stick with you long enough to get your message across and prompt enough curiosity to check you out more. The Deep Dive: Does this strategy sound a lot like using a compelling teaser on an outer envelope, or a strong subject line in an email? Of course it does! So, set up your video strategy properly by getting the viewer to opt-in to watch more of your future videos.

4. Websites with video are perceived as having higher importance. When you add videos, you attract more in-linking domains than with plain text. The Deep Dive: Video inclusion on your social media or blog posts has been shown to triple inbound linking. The following chart is from a well-respected seomoz.org blog post that goes more deeply into this topic. http://www.seomoz.org/blog/what-makes-a-link-worthy-post-part-1.

5. An inbound marketing strategy may be a challenge for a traditional direct marketer to accept, but video has the power to draw prospective customers to you. The Deep Dive: Video on blogs and posted YouTube can be shared on social media and will draw traffic to you. This is a far more powerful-and less costly-marketing strategy than pushing your unsolicited message using outbound marketing strategies.

6. Online video analytics are amazing. Post your video on YouTube and over time you’ll see not only how many times your video was viewed, but second-by-second you’ll see retention levels and discover at what point you lost your viewer. You’ll see demographic information. You’ll be smarter so much faster that your head will spin. The Deep Dive: If you’re a traditional direct marketer, you surely love numbers. With video, you get a lot of data to crunch that will make you smarter and your selling more effective.

In our next post, we’ll reveal six more reasons why you should fuse direct marketing and video marketing now. In the meantime, comment below and tell us your video marketing successes or what you’d like to read in future blog posts.

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

9 thoughts on “12 Reasons to Fuse Direct Marketing and Video Marketing Now”

  1. Great article, can’t wait for the next 6.

    I am much more likely to spend more time on a website if I can listen to a video and get a better feel for the company. With so many people interacting with video, it really is important to integrate it into your business.

  2. Well Gary I must admit you do have quite the following! Nice post. I could probably think of at least 4-5 more reasons but you’ve stated enough.

    Kindest Regards,


  3. Hey, Gary!

    GREAT article and congrats on the new gig! Thanks for including my SEO content blog/RSS feed as a resource. I really appreciate it. 🙂

  4. Hi Gary,

    Thanks for doing this blog. Can’t wait to see more.

    BTW, you’ve got a great voice for this stuff. Were you a radio DJ in a former life? 🙂

    Forgive me if I missed it… but is there an opt-in box to subscribe to notices about when new Online Video Marketing Deep Dive posts are available?

    All the best,
    Doberman Dan

  5. Got a kick out of your mentioning their poor audio. It’s kind of bizarre that a huge company that reports on video drops the ball on such a simple component. Yes, the onboard mike on the camera can pick up your voice. doesn’t mean you should use it.

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