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Digital

Does Your Marketing Team Speak Video?

Disruptive Video Hosting Platform, Wistia, Predicts Video Will Become Core Competency for Marketers in 2015

Marketers are going to be taking on more and more video responsibilities in the coming year, according to a new industry survey conducted by Wistia, a video hosting solution built for businesses. Seventy-eight percent of marketers polled said that video will be a key component in their overall strategy in 2015. Of those marketers, 52 percent expect to increase their video efforts next year.

“Many marketers are already becoming well-versed in video development, but this new data shows that even more companies will be making the jump to video in 2015.”

The Cambridge-based startup surveyed more than 600 marketing professionals across the country earlier this year and found that video will take a more prominent role in the marketing mix as brands realize the medium’s power and accessibility.

The survey found that 49 percent of marketers now see video creation and strategy as a responsibility of the marketing department. Marketing teams are well-situated to spearhead video development and deployment since they tend to interact with all functions of an organization.

As the CMO’s role continues to evolve, video is an area that deserves attention. If marketers don’t learn how to leverage video quickly, they will fall behind competitors who understand the nuances of utilizing video marketing. Thirty-two percent of survey respondents reported that an in-house team currently manages the filming and editing responsibilities at their small, medium, or enterprise-sized companies.

“Video is the best way to build a personal relationship with your audience and scale communication online,” says Wistia founder and CEO Chris Savage. “Many marketers are already becoming well-versed in video development, but this new data shows that even more companies will be making the jump to video in 2015.”

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