Is Video Marketing Having its iPhone Moment?

Jun 08, 2023

Poonam Murgai

You may be missing out on better ways to do video marketing, read on to see why

1. "People don’t know what they want unless you show it to them"
2. Video Marketing Today
3. Limits of the current approach
4. The iPhone moment in Video Marketing

“People don’t know what they want until you show it to them”

Have you ever thought you didn’t have a use for something new, because what you were already using met your needs? But then you tried the new thing, and you were pleasantly surprised to find it very useful. There is a famous Steve Jobs quote: “A lot of times, people don't know what they want until you show it to them.” This definitely applied to the first iPhone, which defined the paradigm for all smartphones.

Video Marketing Today

Let us step back and look at where video marketing is today:

Typically a video is posted on YouTube by the company marketing team. Chapters are sometimes defined for the viewer to find the parts they are interested in. People may see the video when they use a search engine, or when they visit the website. They then watch the video, after which a small percentage of them may respond to a call to action, but most will just move on.

This has been the practice for some time now, ever since we decided to use video as part of the content marketing strategy. As often happens with ‘good ideas,’ everyone jumped on this bandwagon of posting a video on YouTube, and in some cases embedded the video on their website. 

Limits of the current approach

Marketing professionals may not realize the limits of this approach. While the company should be getting statistics on how many people watched the video, what is the conversion rate? How many people responded to a call to action? Do they even know who these people responding to the CTA are? The only information they have is an aggregate number of people who clicked on a CTA in the video, provided your marketing team did a good job of encouraging the user to respond. 

Your marketing team has spent considerable resources preparing this video. Have you evaluated what the ROI is? And exactly how are you doing that?

The iPhone Moment for Video Marketing

You don’t know this yet, but you are missing out on getting a much better ROI. Because video marketing may be having an iPhone moment. 

You could get more detailed analytics on the parts of the video that have been watched. And better still, you could find out who watched the video. Wouldn’t you want to know that the VP of a company who played hard to get in a sales conversation actually watched your video? 

We’ve changed that with AudienceGraph, where you can find out the name, company and job title of the person who watched your video, along with which parts they watched, and which CTA they responded to. That’s our “iPhone moment.” Find out more at graphtech.ai