The thing about living in an ever-changing, constantly-evolving digital industry is the distinct lack of permanence. Trends flare and fade out and viral videos don’t stay at the top for too long. For the Los Angeles video marketing industry, there’s no telling if what worked this year will still bring results next year. Forbes contributor Ian Altman points out that old marketing approaches no longer work with today’s business structure, just as Mike Colombo from CMS Wire mentions that permission marketing no longer works for B2B either.
Video marketing has stayed at the top of the game far longer than most forms have. It integrates well with more modern types of marketing like content marketing and social media marketing. Marketing analysts and research studies all agree that video is in it for the long run. But is it as immortal as we’re making it out to be, or is there a possible end in sight?
“Dead” Marketing Formats
A recent article published on MarTech declares that the “marketing campaign” is dead. It urges marketers to “stop thinking in terms of campaigns” and start thinking in terms of programs—namely “algorithms, assets, and continuous optimization.” While many Los Angeles video marketing strategies evolve around campaigns, the author points out the primary problem: it’s a never-ending cycle. By the time you’ve finished one campaign, you’re already running the next one.
Campaigns give you a temporary boost in metrics, but then they fall back to their original stats once the campaign’s run its course. What marketers need, according to MarTech, is something evergreen—an approach that stays relevant forever. An iterative approach—one we could get from programs—provides substantial increase over time, rather than sudden boosts followed by drops.
Permission Marketing or cold outreach programs are also no longer relevant in today’s setting. It’s considered “stranger-based marketing,” and too many people have heard too many stories of cybercrime to even consider meeting up with someone they don’t know just because of a nice, friendly email.
Risks
So, will Los Angeles video marketing go the way of permission marketing and marketing campaigns? The evidence suggests the exact opposite, actually, as video marketing has already taken steps to make sure they don’t repeat the others’ mistakes.
Campaigns: Erratic, event-based statistic boosts that are temporary and unsustainable are definitely not the best for marketing, long-term. Thankfully, videos have shown nothing but a steady, consistent rise in terms of performance and ROI. As MarTech points out, having content that can be improved overtime is leagues better than having content that just targets something in the moment. Audio-visual media definitely checks the box in that regard, seeing as there always has—and predictably always will be—video trends.
Permission Marketing: Sending cold emails and cold calls is simply not done anymore. People want to be warmed up to the subject. Video, when done right, can be connect to the viewer on an emotional, personable level. Live-action videos are especially effective, as the person on-screen can effectively convey emotions that get felt—and unconsciously mirrored—by the viewer.
The Future of Video Marketing
In Q1 of 2016, Vala Afshar of Huffington Post correctly predicted that video would move towards a more interactive format (the start of 360° video and Live Video), personalized videos would garner more views and engagement, and that video marketing itself would become a core competency within marketing organizations.
A Cisco study published by Tubular Insights predicts that video will make up 80% of the world’s internet traffic in 2019. They also predict that internet video to TV rate will increase fouffold by the same year. Another breathtaking prediction is that it will take an average user 5 million years to watch every video produced in a single month by 2019.
Needless to say, Los Angeles video marketing has risen to the top, and it looks content to stay there. The internet has nothing but praises for video, and marketers seem to be benefitting more and more with each new trend and social media platform. What is the future of video marketing? According to Forbes, video marketing is the future.
