Vidyard-2018年視頻營銷狀況報(bào)告(英文)策劃資料市場研究報(bào)告短視頻直播抖音快手

BenchmarkStudy

ReportNovember

2018the

state

ofVIDEOMARKETING2018the

state

ofVIDEO

MARKETING2018Tableof

ContentsIntroduction

3Executive

Summary

5TheImportance

ofVideo

8ThePerformance

ofVideo

12VideoViewing

DataIntegration

15VideoContentProduction

&

Budgets

19Satisfaction

with

Video

Marketing

Results

23Analyst

Bottom

Line

28Acknowledgements

32Appendix:

Survey

Background

33THE

STATE

OF

VIDEO

MARKETING

2018

3Introduction2018THE

STATE

OF

VIDEO

MARKETING

2018

4Forfartoolong,theemphasisonvideocontentmarketinghasbeenonproductionquality;thehigherthequality,themoremarketingvalueavideoispresumedto

have.While

quality

is

certainly

an

important

aspect

of

video

content,

producingqualityvideodoesnotguarantee

success.Successisverymuchafunctionofhowwellvideocontentandviewingdataintegratewiththemarketingtechnologystack,andhowthesales

teamleveragestheintelligence

gathered.Forthisfifthannualvideocontentmarketingreport,DemandMetric

andVidyardpartneredonresearchtobetterunderstandtheuseofvideoinsalesandmarketing,howperformanceisbeingmeasured,andwhatimpactvideois

having.Thisstudy’sfocusisontheuseofvideoinmarketing,thematurityindi-catorssuchasmeasuringvideocontentperformance,andhowvideoviewingdataisintegratedwithmarketingautomationplatforms(MAP)andcustomerrelationshipmanagement(CRM)

systems.Thesestudyresultsprovideinsightsanddatausefulforhelpingmarketersgetthehighestpossiblereturnontheirvideocontentinvestment.INTRODUCTIONTHE

STATE

OF

VIDEO

MARKETING

2018

5Executive

Summary2018THE

STATE

OF

VIDEO

MARKETING

2018

6Nearly80%ofthisstudy’sparticipantswereinmarketingrolesinB2BormixedB2B/B2Corganizations,with73%reportingrevenuegrowthinthemostrecentlycompletedfiscal

year.KeyFindingsForthefifthconsecutiveyear,over80%ofstudyparticipantsreportthatvideoisbecomingmoreimportantasaformofmarketing

content.Morestudyparticipantsareusingmetricstotrackvideocontenteffectiveness,withonly15%reportingthatnometricsarein

use.Theusageofvideoinplaceslike

socialmedia,recordedwebinars,andemailshasincreasedyear-over-year.Webinars,demos,andsocialmediavideosarethemostcommontypes

ofvideosbeingproducedin

2018.EXECUTIVE

SUMMARYAlloftheorganizationsthatparticipatedinthisstudyareusingvideotosomedegreeintheirmarketingefforts.Agenciesandstudiosweredisqualifiedfromcontributingtothe

study.Thepercentageoforganizationsthatareplanningtointegratevideoviewingdatawiththeirexistingmartechstacksometimeinthefuturejumpedfrom21%in2017to32%in

2018.THE

STATE

OF

VIDEO

MARKETING

2018

7Formoredetailonthesurveyparticipants,pleaserefertothe

Appendix.EXECUTIVE

SUMMARYOvertwo-thirdsofstudyparticipantsreporttheuseofvideoviewingdatabymembersofthesalesteamtoqualify,engage,orinfluence

deals.Themorevideosamarketingteam

producesinayear,thehighertheirlevelofoverallsatisfactionwiththeirvideomarketing

efforts.Theuseofvideoinaccount-basedmarketing(ABM)strategiescontinuestoincrease

year-over-year.94%ofvideomarketingbudgets

haveremainedconstantor

grown.Marketingteamsthatmakeuseofadvancedvideofeaturesandfunctionalityhavehigherlevelsofsatisfactionwithvideomarketing.GOTO

APPENDIX

THE

STATE

OF

VIDEO

MARKETING

2018

8TheImportanceof

Video2018THE

STATE

OF

VIDEO

MARKETING

2018

9THEIMPORTANCEOF

VIDEOFor

the

fifth

consecutive

year,

the

importance

of

video

remains

high,

with83%ofstudyparticipantsreportingthatvideo,asaformofmarketing

orsalescontent,isbecomingmoreimportant,asshowninFigure

1.ThedatainFigure1corroborateswhatmostmarketersarequicktoacknowledge:theimportanceofvideocontentremainsstrongandresilient,

with

95%

of

study

participants

reporting

that

video,

as

a

form

ofmarketing

or

sales

content,

is

either

becoming

more

important

or

that

itsimportanceisnot

changing.FIGURE1:THECHANGINGIMPORTANCEOFVIDEOASMARKETINGCONTENT83%

of

study

participants

report

that

video

content

is

becomingmore

important.How

is

the

importance

of

video,

as

a

form

of

marketing

orsalescontent,changinginyour

organization?More

importantLess

important83%12%Not

changing5%THE

STATE

OF

VIDEO

MARKETING

2018

10FIGURE2:WHEREVIDEOCONTENTIS

USEDSocialMedia,RecordedWebinars,andEmailsrecordthe

biggestchangeinusage

year-over-year.Where

are

you

currently

using

video

in

your

marketingactivities?THEIMPORTANCEOF

VIDEOVideocontentcanbeusedinmanydifferentwaysandplaces.Figure

2summarizeswherestudyparticipantsareusingvideo

content.RecordedWebinars40%43%39%55%Emails46%40%36%55%Social

Media84%77%76%72%Landing

Pages57%Emails55%Recorded

Webinars55%SalesConversations24%Other6%YouTube67%Social

Media84%Website85%2015201620172018THE

STATE

OF

VIDEO

MARKETING

2018

11FIGURE3:TYPESOF

VIDEOSWebinar

videos

are

the

most

common

type

of

videos

thatmarketersareinvesting

in.Which

types

of

videos

have

you

investedin?THEIMPORTANCEOF

VIDEOThis

study

also

inventoried

the

types

of

videos

that

marketers

create

anddeploy,

which

Figure

3

summarizes

for

the

current

study

year

comparedtopast

studies.Explainer

Videos49%Live

Streams31%Customer

Videos41%Vlogs15%Product

Videos47%Cultural

Videos25%How-to/Educational

Videos34%One-to-One11%SocialMedia

Videos51%Thought

Leadership32%Demos52%Webinars56%THE

STATE

OF

VIDEO

MARKETING

2018

12ThePerformanceof

Video2018THE

STATE

OF

VIDEO

MARKETING

2018

13FIGURE4:CONVERSIONPERFORMANCEOF

VIDEO59%

of

study

participants

report

that

video

convertsbetterthanotherformsof

content.Compared

to

other

types

of

content

you

use

or

have

used,howdoesvideoperformintermsofproducingtheresultsorconversionsyou

desire?THEPERFORMANCEOF

VIDEOWhilecapturingawideaudiencewithvideoiscertainlydesirable,mostmarketersrequirecontentthatdrivesconversions.Thisstudycontinuestomeasurehowvideocontentproducestheresultsorconversionsthatmarketers

covet.Figure4showsthecurrentconversionperformanceofvideo

comparedtoothertypesof

content.Theconversionperformanceofvideocomparedtoothercontenttypesremainsstrong,with59%ofstudyparticipantsreportingthatvideoperformsmuchorsomewhatbetterthanothertypesof

content.Over

the

past

two

years

of

this

study,

the

percentage

of

participants

thatreport

video

converts

somewhat

or

much

worse

than

other

content

typeshasheldsteadyat

7%.Much

betterAboutthe

same7%52%Somewhat

better34%6% 1%Somewhat

worse Much

worseTHE

STATE

OF

VIDEO

MARKETING

2018

14FIGURE5:VIDEOCONTENTEFFECTIVENESSMEASURESIN

USEThe

use

of

intermediate

metrics

grew

immensely

in2018.Howistheeffectivenessofyourvideocontent

currentlymeasured?THEPERFORMANCEOF

VIDEODeterminingtheconversionperformanceandROIofvideoisafunctionoftrackingappropriatemetrics.Thisstudymeasuredtheusageof

threebroadcategoriesofvideocontenteffectiveness

metrics:Basic:measuresofconsumptionsuchasviewsorshares.Thesearerelativelyeasytocapture.However,theydon’tallowfor

deter-minationofROI,nordotheyprovideindicatorsof

engagement.Forthesereasons,theirusefulnessis

limited.Intermediate:basicmeasuresofengagement,suchasaverageviewingduration.Withintermediatemetrics,insightsintovideoviewingbehaviorbeginto

emerge.Advanced:includeviewsbyembeddedlocation,viewerdrop-offrates,andviewingheatmapsorattributiontothesalespipeline.Withthesemetrics,precisedeterminationsarepossible

regardingrevenueimpactand

ROI.Thesecategoriesofmetricsserveasmaturityindicatorsforvideomarketing,withmaturityincreasingasusersadoptmetricsintheadvanced

category.Themostmaturevideomarketerswilluseadvancedmetricstolinkthecontentsourcetotherevenueit

influenced.Figure5summarizesvideometricsusageforallstudy

years.Theuseofintermediatemetricsgrewimmenselyin2018,with32%

ofstudyparticipantsreportingtheirusecomparedtoonly23%in

2017.123Advanced14%13%11%14%14%Basic48%51%49%42%42%None14%15%13%23%23%Intermediate24%32%23%14%21%20142015201620172018THE

STATE

OF

VIDEO

MARKETING

2018

15VideoViewingData

Integration2018THE

STATE

OF

VIDEO

MARKETING

2018

16Whichstatementbestrepresentsthestatusofintegratingvideo

viewing

data

into

your

marketing

automation

and/orCRMsystems?FIGURE

6:

INTEGRATION

STATUS

OF

VIDEO

VIEWING

DATAThe

majority

of

study

participants

either

plan

to

integrate

videoviewingdatawithmarketingandsalestechnologyorhavealreadydone

so.VIDEOVIEWING

DATAINTEGRATIONIntegratingvideoviewingdataintomarketingautomationand/orCRMplatforms

enables

the

tracking

and

usage

of

advanced

metrics.

This

inte-grationprovidesotherbenefitsas

well.Figure6showsthestatusofthisintegrationfromthisyear’sstudyparticipants.ThedatainFigure6revealssomeencouraging

findings:Nearlyhalfofstudyparticipants(46%)areeitherplanningtointe-gratewithinthenext12monthsorhaveintegratedtheirsystemsbutarenotexploitingthe

data.Only16%ofstudyparticipantshavenoplanstointegratetheirvideoviewingdataintotheirmarketingautomationand/orCRMplatforms.2Planningto

integratesometimePlanningto

integratewithin12

monthsNoplans

to

integrate Integrated

andexploitingthe

data26%Integratedbut

notexploitingthe

data32%20%16%

6%1THE

STATE

OF

VIDEO

MARKETING

2018

17The

higher

integration

levels

seen

in

this

year’s

study

are

reflected

in

theway

members

of

the

sales

team

are

using

this

data,

which

is

summarizedinFigure

7.Overtwo-thirdsofstudyparticipantsindicatedthatit

isimportantforthesales

team

to

have

access

to

customer

and

prospect

video

viewing

data.Atthehighendoftheusagespectrum,thepercentageofstudypartic-ipantswhoreporttheirsalesteamiscurrentlyusingvideoviewingdatatoqualifyleads,engageprospects,orinfluencespecificdealstoagreatextenthasdoubledinthepast

year.VIDEOVIEWING

DATAINTEGRATIONIn2018,14%ofstudy

participantsreporttheir

sales

team

is

currently

using

videoviewingdatatoagreat

extentIn2017,7%ofstudyparticipants

reportedtheir

salesteamwasusingvideoviewingdatatoagreat

extent7%14%THE

STATE

OF

VIDEO

MARKETING

2018

18FIGURE8:VIDEOFUNCTIONALITY

USAGEVideo

usage

and

plans

for

usage

with

ABM

have

increasedyear-to-year.Ifyourmarketingorsalesteamcurrentlypracticesaccount-basedmarketing(ABM),whatroledoes

videocontent

play?Inthe2016study,participantswereaskedtosharetheirusagestatusoftheaccount-basedmarketing(ABM)strategyandiftheywereusingABM,the

degree

to

which

video

content

played

a

role.Figure

8

shows

historical

usage

data

for

the

last

three

years.AstheadoptionofABMcontinuestoproliferate,theroleofvideoisbecomingmoreimportant.In2018,thenumberofstudyparticipantswhoreporttheyhaveplanstousevideooralreadyusevideoaspartoftheirABMstrategyhasgrownby

9%.20162017201813%15%ABM,

butno

video10%16%25%Idon’t

know11%13%6%ABMwithplanstouse

video44%46%Don’t

useABM39%VIDEOVIEWING

DATAINTEGRATION8%UsingvideowithABMtosome

extent23%16%THE

STATE

OF

VIDEO

MARKETING

2018

192018VideoContentProduction&

BudgetsTHE

STATE

OF

VIDEO

MARKETING

2018

20FIGURE9:WHOISCREATING

VIDEOMarketingcreatesthelion’sshareofvideo

content.Withinyourorganization,whoisproducinganyofyourvideocontent(e.g.demos,webinars,how-to’s,etc.)on

aregular

basis?Thisstudycontinuestolookatwhoiscreatingvideocontentandwhereitishosted.Figure9showswhowithintheorganizationsthatparticipatedinthisstudyiscreating

video.Forthefifthconsecutiveyear,themarketingteamremainsthetopproducerofvideocontent,whiletheInternalCommunicationsandHRteamsshowthebiggestyear-over-year

increase.VIDEOCONTENTPRODUCTION&

BUDGETSSupport

team13%Others12%HR

team12%Executive

team11%Sales

team21%Internalcommunications

team23%Marketing

team82%THE

STATE

OF

VIDEO

MARKETING

2018

21FIGURE10:WHOISDRIVINGVIDEO

CONTENTThe

Executive

team

is

more

likely

to

drive

the

creation

of

videocontentthantoproduce

it.Withinyourorganization,whoisdrivingthecreationofyourvideocontent(e.g.demos,webinars,how-to’s,

etc.)?Thisyear’sstudysurveyincludedanewquestiondesignedtofindoutwhoisdrivingthecreationofvideocontent,andtheresultsareshowninFigure10.With

marketing

strategy

and

execution

traditionally

belonging

to

marketing,these

results

are

not

surprising.

What

is

surprising,

however,

is

the

involve-ment

of

the

Executive

team

in

driving

video

content.Nearlyone-quarter(23%)of

studyparticipantsreporttheExecutiveteamis

driving

the

creation

of

video

content,

but

only

11%

of

study

participantsreport

the

Executive

team

is

responsible

for

producing

the

content

itself.VIDEOCONTENTPRODUCTION&

BUDGETSExecutive

teamSupport

team21%14%HR

teamOther16%8%Internalcommunications

team23%Sales

team23%Marketing

team85%THE

STATE

OF

VIDEO

MARKETING

2018

22Organizationsin

thisstudyreporttheirvideocontentbudgetisdecreasingthis

year.Organizationsin

thisstudyreporttheirvideocontentbudgetisincreasingthis

year.FIGURE11:VIDEOCONTENT

BUDGETVideo

content

budgets

are

staying

the

same

or

growing

for

wellover

90%

of

the

organizations

in

this

study.How

is

your

organization’s

budget

for

creating

videocontent

changing?Marketingbudgetsreflecttheorganization’spriorities,andthewayinitia-tives

are

funded

is

perhaps

the

truest

indicator

of

their

perceived

value.Figure11summarizesvideocontentbudgetgrowthforallyearsofthestudy.Thefactthatvideocontentbudgetsareincreasingforthemajorityofparticipantsascostscontinuetogodownsaysalotaboutthevalueofvideo

content.VIDEOCONTENTPRODUCTION&

BUDGETSSignificantlydecreasing0%1%0%2%1%Slightlydecreasing4%2%2%4%5%Significantlyincreasing13%16%20%7%6%Staying

thesame37%28%29%39%38%Slightlyincreasing46%53%49%48%50%55%6%20142015201620172018THE

STATE

OF

VIDEO

MARKETING

2018

232018SatisfactionwithVideoMarketing

ResultsTHE

STATE

OF

VIDEO

MARKETING

2018

24FIGURE12:SATISFACTIONWITHVIDEOMARKETING

RESULTSJust6%ofstudyparticipantsaredissatisfiedwith

theresultsoftheirvideomarketing

efforts.Overall,

how

satisfied

are

you

with

the

results

you’regettingfromyourvideomarketing

efforts?Last

year,

this

study

began

to

look

at

overall

satisfaction

with

the

results

ofvideo

marketing

efforts.

Figure

12

shows

how

this

year’s

study

participantsratedtheir

satisfaction.SATISFACTIONWITHVIDEOMARKETING

RESULTSVery

SatisfiedDissatisfiedNeutralVery

Dissatisfied5%46%Satisfied5%43%1%THE

STATE

OF

VIDEO

MARKETING

2018

25FIGURE13:SATISFACTION&ANNUALVIDEOPRODUCTION

VOLUMESatisfactionincreasesasvideoproductionvolumes

increase.Overhalfofthisstudy’sparticipantsreporttheyaresatisfiedorverysatis-fiedwiththeresultstheyaregettingfromtheirvideomarketingefforts.Oneofthecorrelationstosatisfactionistheannualvolumeofvideosproducedbystudy

participants.Figure13showshowsatisfactionincreaseswiththevolumeofvideosproduced.Therelationshipbetweensatisfactionandthevolumeofvideosproducedannuallycontinuestogrow.Inthisyear’sstudy,82%

ofparticipantswhoreportedtheyweresatisfiedorverysatisfiedwiththeir

video

marketing

results

produced

more

than

50

videos

annually,comparedtoonly72%in

2018.SATISFACTIONWITHVIDEOMARKETING

RESULTS51or

more82%11to

5062%5to

1039%Lessthan

518%Respondent’s

SatisfactionTHE

STATE

OF

VIDEO

MARKETING

2018

26FIGURE14:SATISFACTION&METRICS

USAGETheuseofadvancedmetricsdrivessatisfaction

significantlyhigher.TheuseofcertainkindsofmetricsfromFigure12,tomeasuretheeffec-tivenessofvideocontent,alsocorrelatesto

satisfaction.Figure14showstheuseofmetricsbytypeforparticipantsthataresatis-fied

with

the

results

they’re

getting

from

video.Therelationshipbetweensatisfactionandtheuseofadvancedmetricscannotbe

overlooked.Studyparticipantswhoreporttheyaresatisfiedwiththeresultsthey

aregettingfromtheirvideomarketingeffortsaremuchmorelikelytouseadvancedmetricstomeasuretheeffectivenessoftheirvideo

content.SATISFACTIONWITHVIDEOMARKETING

RESULTSAdvancedMetricsin

Use73%9%IntermediateMetricsin

UseBasic

Metrics

in

Use18%NoMetricsin

Use0%THE

STATE

OF

VIDEO

MARKETING

2018

27FIGURE15:SATISFACTION&VIDEOFEATURE/FUNCTION

USAGEThesevideofeatures/functionsaremajordriversof

highersatisfactionwith

video.The

adoption

of

some

of

the

features

and

functions

also

correlate

to

highersatisfactionwithvideomarketing

results.Figure15showsthedifferenceinsatisfactionforthesefeatures/functionswhen

they

are

and

are

not

in

use.Theuseofanyofthesevideofeatureshastheabilitytoincreasesatis-factionwithvideo

marketing.Thesatisfactiongapbetweenthosewhousethemandthosewhodonotissubstantial,averaging21percentage

points.SATISFACTIONWITHVIDEOMARKETING

RESULTSSatisfactionWhenNot

UsingSatisfactionWhen

UsingVideoCentralizedChannelAccessVideo

contentGroup

orIndividualSynchronizationVideoperformancevideo

contentperformancecontrol

forwith

embeddedrole-basedviewerof

viewercontentanalyticsmanagementanalyticsprivate/forms/gatesadministrationengagementengagementpersonalizationsecureof

contentdatato

marketingcontentautomation

orCRM

39% 38%54%51%66%7%44%30%37%35% 35% 34%36%26% 17% 18% 24%47%THE

STATE

OF

VIDEO

MARKETING

2018

28AnalystBottom

Line2018THE

STATE

OF

VIDEO

MARKETING

2018

29ANALYSTBOTTOM

LINEVideoremainsoneofthebestperformingtypesofcontentthatisavail-able

to

marketers.

This

year’s

study

reinforces

many

of

the

best

practicesidentifiedinpastyears,whileintroducingsomenew

ones.Marketerswhowanttoleveragevideointhemosteffectivewayandproducethehighestpossiblereturnshouldimplementtheserecommendations:Producemore

video.Forthefifthconsecutiveyear,over80%ofstudypartici-pantsreportthatvideoisbecomingmoreimportantasaformofmarketing

content.Asthevolumeofvideosproducedincreases,sotoodoesoverall

satisfaction

and

ROI

with

video

as

a

form

of

content.Themorevideocontentthatmarketerscanproduce,thebetter.

Cost-effective

tools

for

production

are

helping

to

putvideo

within

easy

reach

of

even

the

smallest

companies.Highlyaccessibletools,likeVidyardGoVideo,aremakingvideoverysimpletocreate

anddistribute.1THE

STATE

OF

VIDEO

MARKETING

2018

30Leverageadvancedfeaturesand

functions.The

use

of

advanced

features

and

functions

results

in

higherlevels

of

overall

satisfaction

with

video

marketing.

Marketersneedtomakethesefeaturesandfunctionsastandardpartoftheproduction

process.Leveragingavideoplatformforbusinessmakesadvancedfeatures—suchasvideoandchannelperformanceanalytics,in-video

calls-to-action,

and

synchronization

of

viewer

engage-mentdatatomarketingautomationorCRMplatforms—easilyaccessible.3Experimentwithnewfeaturesandfunctions.Therelationshipbetweensatisfactionwithvideomarketingeffortsandfunctionalityusagegrewdramaticallyin2018.Thenumberofstudyparticipantswhouseadvancedfeatures

and

report

that

their

ROI

is

getting

much

better

alsocontinuedto

grow.WhenexaminingtherelationshipbetweenvideofeaturesandstudyparticipantswhoreporttheirvideoROIisgettingmuchbetter,someofthebiggestdeltasarefoundintheuseofcentralizedvideocontentmanagement,channelperfor-mance

analytics,

and

custom

CTAs

at

the

end

of

videos.Marketerswhoarerelyingonfreevideoplatformsshouldconsiderusingavideoplatformforbusinessiftheywanttoexperimentwithnewfeaturesandfunctionsand,ultimately,extract

more

value

out

of

their

video

marketing

efforts.4ANALYSTBOTTOM

LINEEvaluatevideotypesand

placement.Inthisyear’sstudy,DemoandExplainervideoseclipsedProductvideos,representingamajorshiftinthetypesofvideosthatcompaniesareinvestingin.Astheuseofvideocontinuestoexpandacrossthebusiness,considercreatingdifferentformsofvideo

content.It

is

equally

important

to

consider

where

video

is

being

used.Inthisyear’sstudy,thereportedusageofvideoinsocialmedia,

webinars,

and

emails

have

all

increased

dramatically.Infact,theuseofvideoinemailmarketingeffortsatlargecompanieshasmorethandoubledsincelastyearalmostcertainly

because

of

the

way

it

impacts

engagement.Marketersincompaniesofallsizesareencouragedtoexperiment

with

a

variety

of

video

types

and

evaluate

newdistributionchannelsfor

video.2THE

STATE

OF

VIDEO

MARKETING

2018

31ANALYSTBOTTOM

LINETrackadvanced

metrics.Thepercentageofmarketersreportingtheuseofinterme-diatemetricshasincreaseddramaticallyoverthepast

year.Althoughthisincreaseinadoptionrepresentsprogress,theuseofadvancedmetricsistheonlywaythatmarketerscanaccuratelymeasuretherevenueimpacttheirvideocontentis

producing.Itpaystotrackadvancedmetrics;nearlythree-quartersofstudyparticipantswhoreporttheuseofadvancedmetricsareverysatisfiedwiththeresultstheyaregettingfrom

theirvideomarketing

efforts.Viewsbyembeddedlocation,viewerdrop-offrates,andattribution

to

the

sales

pipeline

are

all

examples

of

advancedmetricsthatmarketersshouldtrackforvideo

content.5Integratevideoviewing

data.Theintegrationofviewingdatawithmarketingautomationand/orCRMplatformsfacilitatesthetrackingofadvancedmetrics.

None

o