• Online Videos Influence Tech Decision Makers

    When more than half of technology buyers claim that videos and multimedia files are part of their content consumption, it’s definitely something to pay attention to.Technology products and services in the B2B and B2C industries can benefit from producing interesting, quality videos. Online videos have the ability to not only be a valuable lead-generation tool, but also they can guide the decision-maker throughout the entire purchase process.

    Technology buyers may not know or consider your product or service until they watch your video. According to Think with Google’s study, “The Role of Video in the Tech Purchase Process,” 55% were introduced to brands not previously considered after viewing tech product videos and 35% heard about the tech product for the first time. Videos can boost overall website traffic, because 84% claim they went to the company’s website to learn more information after watching the video.

    Videos have proven to facilitate the tech buyer’s “consider” stage in the purchase process.  Viewers narrow down their options of products and services after watching a tech video. According to Fritz Nelson’s “Tech Marketing Best Practices: 5 Tips for Compelling and Effective Online Videos,” it’s likely viewers will share them with their colleagues; 36% even claim to share these tech videos with their boss.

    Viewers may even reach out to you directly: 39% of technology buyers admit to contacting a vendor directly for more information. Videos have the potential to be the deciding factor, as 38% have based a product or technology decision on information they have learned from a video.

    But there are certain key factors that may stop these influential decision-makers from viewing your video. They do not expect to register for video content, unless the video content is really relevant to them. They prefer video length to be between 3–5 minutes, but some don’t mind videos that are slightly longer at 5–10 minutes.

    Technology buyers favor certain types of video content:

    • 70% want tech product demos
    • 63% want how-to information
    • 63% want technical information
    • 49% want training information
    • 48% want technology news and analysis

    In summary, don’t underestimate the power of a quality product video for your technology company; there’s a good chance it will bring you your next customer!

    Melissa Mathews is a marketing intern at Fathom, a full-service digital marketing and analytics firm that delivers profitable revenue for its clients across multiple digital touch points. Fathom’s results-oriented approach aligns well with mid-cap and large enterprises alike. Our proven track record of success across multiple industries—including manufacturing, technology, education, healthcare and sports—allows us to back up our promise to deliver “results that matter.”

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    1 Comment to “Online Videos Influence Tech Decision Makers”

    1. Chris Olive Chris Olive says:

      Thanks for bringing this research to my attention. Although as it’s posted on IT Marketing World I thought you should know that the results fall flat for IT users. Both through monitoring media use on publisher websites and direct sampling on thousands of IT pros, videos are one of the lesser used formats. Feedback tends to say that IT vendors have made them of poor quality content for too long. IT pros don’t believe they can get detailed how-to, technical, training information or practical demonstrations from videos anymore.

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