including video in marketing mix

Embrace Video – Before Your Competitors Do

Gee Ranasinha Business, Communications, Marketing, Technology

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Using video to support an organization’s marketing mix isn’t just a ‘nice-to-have’ requirement. It’s become essential.

Words and (still) images are all well and good. But increasingly, content marketing is growing more and more reliant on video as the stable go-to format. And it’s not hard to see why.

From a technical perspective, creating and distributing video content has become massively easier and less expensive. From a consumption perspective video can be a extremely persuasive medium, saturating the senses in a way that text and pictures don’t.

But that doesn’t mean video marketing is all rainbows and unicorns. The additional production and planning complexities of a well-delivered video campaign are much more intricate that one based on static content. In other words, there’s a hell of the lot more to go wrong.

Video Is The Future Of Content Marketing

Clearly the pros outweigh the cons:

  • Using video content in website landing pages can increase conversion rates by 80%
  • Video accounts for more than 30% of the time people spend online
  • More than 30% of all advertising spend is dedicated to video-based media

Using video for presentations, case studies, tradeshow graphics or in websites was a company differentiator. Today, it’s becoming commonplace with even startups and small businesses looking to content providers (like us) to deliver high-quality video content designed to leave a lasting impression.

Online advertising, in particular, is tailor-made for video. From our own experience working with clients, we’ve found that a well thought-out video-based ad campaign on, say, Facebook increases the effectiveness of an ad campaign by a substantial amount. Many more people click the ad, and if the page they go to has another video (perhaps a longer / more detailed version of the video ad) then landing page conversion rates go through the roof. Try it and you’ll see for yourself.

Video Marketing Isn’t Just For Marketing

But video isn’t just for advertising, social media, tradeshows, or other channels traditionally seen as being under the umbrella of ‘marketing’. Video content can be a fantastic tool for sales teams. Prospects are much more likely to watch (and more importantly remember) content in a well-produced video than from a spivvy, ill-informed salesperson. Rather than the Scotchtape-and-string pain-in-the-butt organization of an online demo, why not simply give your prospects access to a video version? How about embedding a video link in your next email campaign? Use an animated GIF in the email copy and watch your open-rates soar.

However, integrating video content as part of your organization’s marketing mix requires considerably more than simply a budget overview. Before you abandon everything else and grab a video camera, it’s vital to prepare and define a clear and scalable video-centric marketing content strategy to get the best possible bang from your buck.

Idea & Execution Is More Important Than Equipment

Just because I can go to the shops and buy the same ingredients it doesn’t follow that I’ll ever be able to cook like a Michelin-starred chef. Having the kit and caboodle is all very well, but unless the video content is well-considered, brand-friendly, and (especially) part of a larger overall message, you’re more than likely going to fall flat on your face. You’ll look back and wonder what all the fuss was about when your results don’t come anywhere near what you’ve been told.

Just like anything, video marketing can always be done cheaper. But the goal isn’t ‘getting it done.’ The goal is having it make a dent. Spend a few minutes online and you’ll find a ton of ill-considered, badly-produced video content – probably created with top-notch kit. It’s like serving the world’s best caviar in a dog bowl.

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

Gee Ranasinha is CEO and founder of KEXINO. He's been a marketer since the days of 56K modems, lectures on marketing and behavioral economics at a European business school, and was noted as one of the top 100 global business influencers by (those wonderful people who make financial software).

Originally from London, today Gee lives in a world of his own in Strasbourg, France, tolerated by his wife and young son.

Find out more about Gee at Follow him on Twitter at KEXINO, on Facebook at, or on LinkedIn at


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