The importance of video as a brand asset, communications tool, and marketing vehicle is rapidly expanding. Video can have a dramatic impact on a range of outcomes including conversion rates, SEO effectiveness, and content retention.
We are in an increasingly video-driven age, and how one responds to this reality is important. Similar to our work with photographers, we employ a wide range of videographers and video editors in accordance with the marketing strategy, audience, and particular tactical context of the need.
Role of video
Video should not be a stand-alone activity. Like every other marketing and communications activity, it should be informed and guided by the branding and marketing strategy in play. It is a tactical application of what should be a well-researched brand strategy. If not treated as a tool of a branding or marketing program, its very power and stickiness can plow roughshod over carefully built marketing or brand strategy work.