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The Adobe 2013 Video Conversion Playbook

White Paper Published By: Adobe
Published:  Aug 22, 2013
Type:  White Paper
Length:  7 pages

Online video plays a critical role in today's digital marketing strategis for engaging with consumers. With a majority of U.S. web users regularly watching video, the potential for online video is clear: It can effectively drive clicks and conversions, turning casual consumers into loyal customers. Conversion is one of the most powerful and easily measurable benefits of video. A well-placed video supporting complex products and services can create up to a 90% conversion uplift.

Businesses are increasingly investing in tools and resources to deliver high-quality video content—the Adobe 2012 Digital Marketing Survey underscores this interest in video marketing, with 61% of digital marketers citing video as the top optimization strategy for conversions. Online video provides rich digital experiences that can accomplish a number of business objectives, including:

  • Driving conversion through information and education on product and service offerings
  • Building brand awareness and driving engagement
  • Providing support and training resources for post-sales self service
  • Leveraging consumer loyalty through user-generted content that promotes brand and products 

Tags : 
online video, online video marketing, digital marketing strategies, video marketing