2017: Video Marketing Is Here to Stay (Get Used to It)

According to Dr. James McQuivey of Forrester Research, a one-minute video is worth 1.8 million words — 1,799,000 more than a picture. Why? Because video is easier to consume than written content. Do I have your attention?

What if I told you you can get great results from video marketing without going broke?So it’s pretty clear video is important to me, but before you brush this post off as “Melissa hearts video, blah, blah, blah …” let me lay down a few facts for you. Ahem.

According to Dr. James McQuivey of Forrester Research, a one-minute video is worth 1.8 million words — 1,799,000 more than a picture. Why? Because video is easier to consume than written content.

Do I have your attention?

How about this: YouTube is the second most used search engine, behind the almighty Google. Oh, also, 72 hours of content is uploaded to the site every minute. That’s a lot of content.

According Firebrand Group’s “Future of Video 2017” report:

“The amount of hours of video people watch on their phones is up 100 percent year over year, and with longer individual sessions,” according to the report. “The average mobile viewing session on YouTube is over 40 minutes, a surprising length and a potential alternative to traditional programming that most people couldn’t even imagine a few years ago.”

So, while it’s been almost a month since I headed to Lisbon, the exciting news is that the fantastic folks behind the Web Summit have sliced their original Facebook Live footage down into individual sessions! This means I can share my panel — “The Second Coming of Video” — with all of you in an easy format that doesn’t involve hunting through hours of footage and minute-marker indicators.


Having the opportunity to moderate a discussion on video with Dubsmash’s President Suchit Dash and Vidyard’s Co-founder and CEO Michael Litt was awesome, and the pre-panel time spent hanging out in the speaker’s area to prep was an insider’s dream (sorry folks though, totally off-the-record).

Vidyard released a recent “State of Video Marketing” report, which I highly suggest checking out. A couple facts I found interesting were:

  • More than half of participants produce 11 or more videos per year. Large companies produce the most videos.
  • The average number of participants saying that conversion performance for video has stayed the same or gotten better is 96 percent, which is consistent with previous years.
  • Nearly half of respondents stated they use internal staff and resources to produce videos, up from 38 percent a year ago (that’s what we do here at Target Marketing!).

And, if you’re still itching for some more video marketing strategy content, check out the webinar I moderated back in April, titled “Become the Next Marketing Leonardo DiCaprio: Winning Marketing Strategies for Every Budget.”

5 Keys to Effective Unsubscribe Landing Pages

Let’s KISS. Now hang on … KISS isn’t only a romantic action, but for you as a marketer, knowing how to “Keep It Short and Simple” will help you maintain your email lists.

Email envelopesLet’s KISS.

You heard that right.

OK, you hear it from your significant other on a hopefully regular basis, but “Let’s KISS” can mean so much more.

Take your use of email subscriptions, or rather, your email unsubscribes. KISS isn’t only a romantic action, but for you as an email, product or service, or direct response marketer, knowing how to “Keep It Short and Simple” will help you maintain your email lists.

Why Do People Unsubscribe?

Email recipients generally cite several reasons for unsubscribing. These include:

  • They’re no longer interested in your products or services.
  • They’re receiving way too many emails.
  • They’re not interested in your content.

Create a Branded Landing Page

Ordinarily, your emails carry with them an unsubscribe link at the bottom. Subscribers just click on the link and they’re unsubscribed. Simple, right?

Why not create a meaningful branded landing page instead. You can actually retain more subscribers.

There are lots of ways to keep it simple and short when it comes to an unsubscribe landing page. Here are five keys to an effective landing page:

1. Set Up Preferences

Consider the use of preferences centers for email frequency, as well as the type of content to give subscribers a choice. This can be something like:

Marketer: “Hi there, do you really want to leave us?”
Subscriber: “Well, no, I’ll give you another chance.” This is making them have second thoughts.
Marketer: “Awesome! We thrilled you’ve decided to stay!”

You then provide them with the frequency of emails: daily, weekly, monthly, quarterly.

Jetsetter email
Jetsetter uses a grid to highlight email frequency.

Let subscribers select what types of emails they’d like to receive: sales, e-newsletters, company news, infographics.

J. Crew preference center
J. Crew gives the option of type of clothing.

Finally, let them update their email addresses if they wish. Make everything easy and obvious.

2. Make Your Unsubscribe Button Really Obvious

Many times, companies place their unsubscribe as a tiny link at the bottom of the email. Don’t let your subscribers have to search for that teeny weeny link. Provide them with a stand-out unsubscribe button that takes them to a substantial landing page, which might just make them change their minds.

Vidyard unsubscribe link
Vidyard makes its unsubscribe link easy to find.