What role does video play in your marketing plan? Does your current strategy live up to consumer expectations and the new customer journey? To gain insights from an international perspective, we joined SJC’s own Jacqueline Loch for Global Voices’ webinar, Video: The New Customer Journey on August 11, 2021. 

Martin MacConnol, founder of Wardour in London moderated a tips and examples-packed discussion with Jacqueline Loch, EVP Customer Innovation of SJC Content in Toronto; Andy Seibert, Founder and CEO of Imprint in New York; Lars-Petter Steen, Production Manager and video producer at Spoon in Stockholm; and Munni Trivedi, Managing Director of Indigo Premedia Mumbai.

Video, the panel agreed, is an important part of any B2B and B2C content marketing plan.

Four key takeaways 

• 87% of video marketers report a positive increase in ROI, yet only 26% of companies have a documented video strategy.
• Video engages our emotions more than any other type of content, which is what makes it so powerful.
• The easiest place to incorporate video in your buyer’s journey is at the awareness stage, where success metrics cannot be measured as precisely as at the conversion stage so the stakes aren’t as high. 
• Interactivity is the future of video. Video in combination with HTML5 gives the user control and access to information they want. Things like video hotspots will increase interactivity and provide options and more insight on products.

Watch in full

To learn more on the evolution of video strategy and to get a “best in class example” from each of the participants, you can access the full webinar on the Global Voices’ LinkedIn page. 

For further content marketing insights with an international scope, see our recaps of the first two Global Voices webinars:

Global insights on the role of influencers

The 2021 content marketing trends we learned from Global Voices’ kick-off webinar