Many organizations are beginning to understand and appreciate the benefits of effective communication, with more than half of companies now incorporating live video into their corporate communications strategy.
Integrating your marketing efforts with live streaming can expand your reach with your core audience, and in our ever-expanding digital society, customers expect brands to have an active online presence to ensure professionals have multiple opportunities to engage with their chosen brand to kick. Live streaming offers companies the opportunity to provide attendees with an immersive experience while giving them instant access to information.
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Live streaming and on-demand webinars have the power to expand brands’ reach on a global scale and provide an unfettered viewing experience when it comes to launching a new product or service. New customers also expect these capabilities to be available across multiple tools and platforms, allowing businesses to create an easy and efficient omnichannel marketing strategy.
With around 69% of users preferring to watch a video over reading a blog, the demand for original video content is met by more than half of companies who say they stream live video at least once a week. With instant access to information provided by on-demand video and live streaming, customers experience a boost in confidence in the brands they choose.
The immediacy and personalization that live streaming offers allows customers to be part of the entire journey. With the live chat feature, organizations can get instant feedback on their product or service and brands can base their strategy around it. Experimenting with live content helps brands identify what their customers like and dislike, and what they find valuable.
The importance of analytics
From live streaming to on-demand webinars, it’s important to gain insight into how these platforms work. Analytics are crucial to show marketing teams if their efforts are working and relevant to their target audience.
Analytics are a fundamental part of improving engagement. It is important to keep technical criteria in mind to ensure optimal engagement and consequently increase viewing time of streaming content. Knowing exactly where you lost viewers is also important to determine if the content is appropriate and relatable.
Additionally, organizations can use data from real-time analytics to identify anomalies and user changes (e.g., a spike in demand for a product or service) as they occur. These insights provide brands with live data that can be used to take timely action and seize an opportunity they would otherwise overlook. 78% of marketing teams report that video has directly helped increase sales.
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The customer experience
It has become clear that businesses cannot afford to forego the endless possibilities that video has to offer. However, in a world where greater emphasis is placed on identity, transparency and authenticity, the need for personalization of video content has come to the fore.
Professionals want reassurance that the content they consume comes from a trusted source, so brand identifiers should always be considered when producing video content. There is one credibility aspect that cannot be ignored, so brands need to prove they are passionate, knowledgeable and relatable.
Additionally, inclusive and relatable content helps engage the viewer in the experience, making users more likely to share your content. This is especially true on social media, where 76% of users said they would share a branded video with their followers if it was entertaining.
Interesting content also evokes a strong sense of enjoyment, engagement, and relevance, ensuring it holds viewers’ attention and keeps them coming back. These videos enhance the customer experience, ensuring brands bore viewers less and add value to the conversations.
A top marketing technique
With the increasing emphasis on personal data and the need for security, organizations must also reassure their viewers that the live streaming platform is secure – yet accessible. Because technology is constantly evolving, there is no one-size-fits-all solution. But by taking some simple proactive steps and using a secure streaming platform, businesses can protect themselves and their viewers from cyber risk.
Trends come and go, but video usage isn’t going anywhere. Not only is live streaming easy to implement, but it also builds authority, engagement, and authenticity for marketers to work with. There’s no question that live streaming is one of the best digital marketing techniques to communicate directly with customers, as 93% of marketers say it’s an integral part of their strategy.
With live streaming as part of your marketing strategy, you can easily connect and engage directly with current and future professionals and build important and lasting relationships that build customer loyalty. It helps organizations ensure their brand is authentic, reliable, relatable, and has the potential to be one of the best strategies they’ve ever implemented, and it’s only going to get better.