The growth of video marketing and the evolution of direct mail
In our latest series of blogs, we look at how the growth in video marketing takes an interesting turn as part of a direct mail campaign.
Omnichannel, AI, programmatic: all buzzwords that dominate the marketing space in 2019. However, despite early concern over GDPR regulations, traditional direct marketing continues to go from strength to strength. In fact, the change in the law appears to have breathed new life into the discipline. Now that organisations are more comfortable with the ICO rules, and marketers understand how to collect, store and manage customers’ data, they are developing increasingly creative and relevant campaigns, improving the overall quality of direct marketing. This fresh approach increases trust on the part of consumers, who know that they are unlikely to be perpetually bombarded with nuisance emails.
However, according to Royal Mail, 70 per cent of consumers still say that they receive too many emails and 51 per cent say that they delete emails within two seconds of receiving them. By contrast, around half of consumers open the direct mail they receive and 56 per cent spend time reading it. An incredible 92 per cent claim to have been driven online as a result of what they read.
While marketers typically favour digital channels with the excitement of tech enthusiasts, consumers and businesses continue to welcome direct mail and there is little doubt that the power of physical mail continues to make its strength felt. Advertising spend on direct mail has seen growth of 6 per cent in recent years and it remains the third largest media channel in the UK after online and TV, with an annual value of £1.75bn.
As marketing continues to move inexorably towards an integrated use of direct mail, email, social media and mobile advertising, research suggests that content is beginning to supersede straightforward advertisements in terms of preference with consumers more likely to engage if they are being educated or helped to solve a problem.
Video is frequently lauded as the best means vehicle for engaging and educational content. Its popularity continues to grow exponentially and, by 2022, it is predicted that online video will make up more than 82 per cent of all online content. Already, six out of ten individuals say that they would rather watch video online than sit in front of a TV. Businesses too, have caught the bug, and 2018 saw an 18 per cent increase in the use of video for B2B marketing (to 87 per cent). Furthermore 73 per cent of B2B marketers claim that video has boosted their ROI.
81 per cent of businesses now deploying content based on the moving image. Fifty-nine per cent of executives claim to prefer viewing video to reading text.
There is no doubt about the ubiquity and popularity of video online but with 300 hours of content being uploaded to YouTube every minute on a platform that receives 30 million users every day, it is inevitable that saturation point will be very swiftly reached.
While video is typically associated with online platform and digital channels, there is another growth area in which video is gaining a strong foothold and that is within print. In this article, we explore the value that video can add to printed materials, particularly to direct mail, demonstrating how you can engage your audience even further with this growing offline medium.