Sales and marketing professionals surveyed about the use of video and rich media in marketing showed the best-in-class organisations were outperforming others two-to one in website conversion rates.
They were 38 per cent more likely to use video in external communications, and 30 per cent more likely to have professional grade in-house video production capabilities.
They were a third more likely to have a plan for reaching devices and social destinations, and twice as likely to leverage big data and video analytics to measure content performance.
Happily for Brightcove and others in the segment, they were five times more likely to use an online video management platform.
Says Brightcove’s Jeff Whatcott: “Marketers of all sizes are faced with a variety of challenges in reaching their audience across an ever-changing, and increasingly noisy, landscape of social channels, devices and screens.
“It’s great to see these best-in-class organisations achieving success with video and driving engagement, brand loyalty and conversions.”