“Almost across the board, we’ve seen increases in key video marketing statistics this year, perhaps representing improvements in the way brands understand and implement their video marketing strategy.
Next in the hierarchy of video marketing needs, is that people take action: likes, shares, comments and clicks are all highly prized by our respondents.
What’s interesting is that as we move down the list, the goals become more ‘tangible’ business goals. Bread-and-butter metrics like sales and retention are still perhaps neglected as video marketing metrics – perhaps because they’re a LOT harder to attribute and quantify than simple things like views, likes, shares and comments.
It’s also a fairly interesting statistic that, in an industry as scientific as marketing, 11% of video marketers (more than 1 in 10) don’t really track the ROI of their video campaigns.”