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.”

Learn to Fly Without a Pilot’s License

The savvy traveler of the 21st century expects more of everything when planning trips, from the booking experience to the transportation options, from the destination to dining. The overall experience must deliver, and travelers are not afraid to vote with their dollars. I know I’m sure not afraid to do so — I do a ton of research ahead of a trip to ensure I get the best experience for my investment, whether it’s for business or personal.

Travel has been on my mind a lot lately. On Sunday, I’m flying out to sunny LA to attend DMA’s &THEN Conference, then coming home for about 48 hours before hitting the road to visit one of my best friends just outside of Buffalo for a long weekend.

So that’s over 5,400 miles flown, then an additional 750 miles driven round trip. Woof.

Foo Fighters' Learn to Fly
Dave Grohl can be my captain any day…

Two weeks later, I board a plane for a red-eye flight to Madrid, Spain for a quick layover, then to my final destination of Lisbon, Portugal so I can attend the 2016 Web Summit as a speaker (more on that exciting news later!)

My round-trip travel for that will be over 6,800 miles … so in less than 30 days time I will have traveled more than 13,000 miles, stayed in two hotels, one AirBNB rental, had countless meals out, taken taxis, Ubers, subways … now can you see what travel’s been on my mind so much? (I think I need a nap just thinking about it all.)

The savvy traveler of the 21st century expects more of everything when planning trips, from the booking experience to the transportation options, from the destination to dining. The overall experience must deliver, and travelers are not afraid to vote with their dollars. I know I’m sure not afraid to do so — I do a ton of research ahead of a trip to ensure I get the best experience for my investment, whether it’s for business or personal.

In late July, we hosted our annual Integrated Marketing Virtual Show, and I had the opportunity to bring together a stellar panel with moderator Kae Lani Kennedy, social media manager for Matador Network, as well as the following panelists:

  • Jennifer Andre, Director of Sales, Media Solutions, Expedia
  • Christy Ciambor, Destination Marketing Manager, Travel Juneau
  • David Naczycz, Founder, Urban Oyster/NYC Urban Adventures

The focus of the panel was to look at travel marketing in the Internet Age, and as I rewatched the presentation, a few things came to mind:

We All Can Learn From the Travel Industry

Actually, all marketers can learn from every industry outside their own. I think that’s a given and something we all need to do a little more of. But what I believe the travel and hospitality industry really caters to customer desire. Sure, the automotive industry caters to my desire of driving a wickedly sweet car (I’m looking at you, Dodge Challenger), but it’s not a desire that can be met easily … but an $900 vacation to Paris? A $350 long weekend in Washington DC? A $40 walking tour of Brooklyn? These are all more quickly attainable than a $27,000 car.

The travel and hospitality industry can let consumers itch a desire now. But I think it could teach other marketers how to do this, too.

Mobile Is Here to Stay ALWAYS

That subhead says it all. Mobile was one of the big issues our panelists discussed during the travel roundtable, and it’s such a big issue that we’re hosting the All About Mobile virtual show in December (shameless plug, yes yes I know!).

As a marketer, if you don’t have a seamless marketing experience, you’re going to lose consumer confidence and customer share. Pure and simple.

User-Generated Content Builds Trust

Fun fact: Loyal customers and fans want to contribute! So let them! You can do this in so many ways, from running regular Instagram photo contests to sharing thoughtful reviews. In the end, the marketer gets wonderful content to share with the wider audience and the user gets to share his or her voice.

Anyway, I highly recommend taking 30 minutes to listen (or watch!) the travel roundtable (no registration necessary) so you can take a look at what the industry is doing, and see if you can “steal smart” and incorporate a few ideas into your next strategy meeting. You know … learn to fly without a pilot’s license (yes … yes I am a Foo Fighters fan).

Now if a marketer could just figure out how to deal with the email/travel issue so that we wouldn’t have to come back to an over-stuffed inbox … there’s a billion dollar idea.

Travel and email meme