Brands continue to expand their use of high-quality content, and particularly video, to engage with customers and prospects, build lasting relationships and drive sales. Within the B2B space alone, over 75% of B2B companies already use content marketing, and over 73% plan to increase their investment in content marketing initiatives in 2014.
As we kick off what should be another exciting year of innovation and disruption in the digital marketing space, we thought it would be interesting to share some predictions and data around the opportunity and challenges for digital marketers as they think about how to use video in the year ahead.
In the first of a two-part video series, Brightcove's vice president of marketing, Steve Rotter, highlights an interesting new survey to more than 2,500 digital marketing executives conducted by ExactTarget. The 2014 State of Marketing survey asked marketers about their budgets, priorities, channels, metrics and strategies for 2014. The survey found that the two top priorities in 2014 are driving increased conversion rates (47%) and improving brand awareness (46%). Additionally, ExactTarget reports that 98% of marketers plan to increase or maintain their spend in 2014.
This is particularly of interest to us here at Brightcove because it points to marketers’ needs and increased investments in 2014 to optimize their content, including video, in order to drive conversions and increase awareness.
In the second video, Steve discusses the latest marketing technology landscape "supergraphic" that was recently published by Scott Brinker from the Chief Marketing Technologist blog. Scott began publishing this supergraphic, which shows the technologies that influence digital marketing, back in 2011. At the time, it featured about 100 companies. This year, the graphic has grown to include more than 950 companies. That's a serious amount of growth in a short time span, and paints a compelling picture for the complexity that surrounds digital marketers and their technology investments.
Our takeaway from Scott's research is that marketers cannot afford to experiment with new technologies that are not proven, or are not able to easily integrate with their existing technology platforms. This is something we’ve heard a lot from our digital marketing customers, and we’ve worked hard to make sure our Video Cloud online video platform integrates easily across a number of other strategic technology investments, including content management systems, analytics and audience measurement.