Nguyen Duc Thanh - Huynh Minh Tri.pdf

8/18/2019 Nguyen Duc Thanh - Huynh Minh Tri.pdf

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Nguyen Duc Thanh - FA2012 – B – 25

Huynh Minh Tri – FA2012 – B – 34

Contemporary Marketing Strategies 2016, Vietnamese-German University

Video Marketing: Introduction to Real World

Summary

This paper provide knowledge on a new marketing trend, which is video marketing. In this paper, we willexamine the benefit and challenges to success in using video. We also learn what type of content to producethat is the most effective and channel to distribute them.


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Contents4.8.1 Introduction ....................................................................................................................... 3

4.8.2 The Potential of Video Marketing ..................................................................................... 3

4.8.3 Creating Video Strategy .................................................................................................... 4

4.8.4 Video Marketing Benefit ................................................................................................... 7

4.8.5 Challenge for a Success Video Marketing ........................................................................ 8

4.8.6 Type of Video Production ............................................................................................... 10

4.8.6.1 Live-Action Video .................................................................................................... 10

4.8.6.2 Animation Video ...................................................................................................... 11

4.8.6.3 360-Degree Video ..................................................................................................... 11

4.8.7 Content for Video Marketing .......................................................................................... 11

4.8.8 Marketing our video ........................................................................................................ 13

4.8.9 SEO for Video ................................................................................................................. 15

4.8.10 Conclusion ..................................................................................................................... 15


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4.8.1 IntroductionThe expansion of the internet since the late 90s has dramatically adjusted consumer

behavior. Nowadays, information is made available for internet users to access freely at a veryreasonable cost. Instead of passively watching programs or commercials on TV at home,

people can actively go online and search for their interest. For this reason, a massive amountof content is creating every day to serve internet user. According to YouTube, the largestvideo-sharing site in the world, people watch 46000 years of video every day 1 It is also

predicted that video will account for 70% of internet bandwidth in 2017. Video are becomingthe new trend of modern marketing.

4.8.2 The Potential of Video MarketingTwenty years ago, despite the massive cost of producing and publishing videos, the

idea of video marketing was only about creating TV commercial for large enterprises who can

afford all the payment. Nowadays, we are living is the internet era with about 40% of theworld’s population are using the inte rnet and 70% of them are online 2. Moreover, with theinnovation of technology, making a video is just nearly a piece of cake and even an amateurusing a smartphone can do it well. YouTube’s statistic has also indicated that a billion of theirusers spend hundreds of millions of hours each day watching the videos 3. Due to thedevelopment of online videos, 74% of internet traffic is predicted to be video in 2017, and asa result, non-video content will become obsolete. Because of being focused by more and more

people, the video is becoming an ultimate tool for companies, from big to small, to markettheir products. Let’s take a look at the reasons why video is so attractive.

Stronger buying encouragement : About 52% of customers finally make up theirmind to purchase a product online after watching the product video, and shopperswho view videos are 1.81 times more likely to buy than non-viewers 4.

Ease of approach : Watching a video is far more comfortable than reading a wholetext which contains the same amount of information. Hence, people can save moretime and brain energy for their own work. By the way, the customer is likely togain more stimulating experience for the brand from videos due to the incentivesto their visual and auditory senses 5.

The video is more memorable: The Human brain can process and save a more

massive amount of pictorial information in comparison to what it can learn fromtexts and letters contain. For this reason, after 72 hours, people can only remember10% of what they’ve read while about two -third of what they’ve watched can beeasily recalled. According to the Online Publishers Association, 80% of Internet

1 Brouwer, Bree (2015), “YouTube Sees 11 Times More Viewing Hours Per Day Than Facebook” (accessed April2, 2016), [available at http://www.tubefilter.com]2 Internet User, (Accessed Mar 20, 2016), [available at http://www.internetlivestats.com]3 Statistic, (Accessed Mar 20, 2016), [available at https://www.youtube.com/yt/press/statistics.html]4Invodo, Video Statistics: The Marketer’s Summary by (2014), Page 35 Swati Joshi, Why Video Marketing is the New Darling of the Marketing World, (Accessed Mar 20, 2016),[available at http://www.huffingtonpost.com]


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However, in video marketing, the video is a tool to communicate the right message at theright time through the right channels to the right people, then it must have the right purpose.The key to having the right and rational purpose is understanding our customer, knowing whatthey need as well as fully examining the market.

The next step in planning a marketing video is to design the message we want todeliver. After having a clear purpose, our message should be created based on what we wantto achieve and which k ind of customer we are focusing on. Let’s first consider about our

potential customers whom we have not yet interacted with. When our target customers are atthe beginning of the buying circle, it means that they may have their own problem, but don’tknow how to fix it yet while our products could be the solutions, helping them to answer theirkey question, and developing further information which they may need should be theobjectives of our business message. When we are concentrating on more prospectivecustomers who already know what they are looking for but not really sure about which option

to choose, our business messages at this time need to provide more in-depth answers andexamples of how the products and services have helped others. Targeting customers who notonly know what they want but also realize which options are available is a great deal too. Thistime, the customers usually haven’t desired which company to transact with yet, so ourmessage should encourage them to have a choice on us by deeply express about whatoutcomes and experience would be after they purchase our products and services. Overall,sharing and guiding is the key message when dealing with our potential customers, then whatshould we say to our current customers? As a result of having experienced our product andservice, what they want is ensuring that we deliver on what we have promised and if we cansatisfy them, usually they will refer our product and service to their friends, family, andcolleagues. Therefore, it is essential that we keep the communication with our customerscontinual and our business message should be about maintenance and commitment, so theycontinue to carry out and remain loyal to our company. Now the question may be why ourmessage has to be diversified with different customers, and the answer is simple: video isabout the interaction, the more likely we write our message on customer’s language, the muchmore received our message is.

The video is still a marketing tool that requires interactions with the real customerrather than a generic customer come from imaging, so we need to identify exactly who is our

audience instead of creating a strategy for a fictional client based on real ones that we know.Strong knowledge about our audience will increase the effectiveness of our video. The betteracquaintance we have with our target audience; the more powerful message we create. As aresult, our video would be more attractive and we could convert more viewers into buyers. Sohow can we gain comprehension about our target audience? Building a buyer persona may beone of the most practical solutions. A buyer persona is a simple table that contents some basicinformation about the group of our prospective customer, include their current role in the

buying process, what they are concerning about or even their income condition. The data forestablishing buyer persona can be collected through online blogs, forum or social network, bythe way, we can easily achieve that information by performing public opinion surveys. Oncewe have this information we can choose the type and style of video production that will work

best for us and our business.


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After examining the market, having a clear purpose, choosing an inspirable messagefor the appropriate customers, we start considering about what kind of video we should create.Making a video is just like doing art. It’s the work of imagination and creativity, and that’swhat make videos become various, amazing and interesting. Despite being so versatile, thevideo is always presented in three types: live action, animation and the combination of both 9 10 and the factor that make video variable is its style. Style of video can be varied from thetone, art design to the lighting and camera angles. As we are mentioning about video strategy,instead of videography, we will dive a little deeper about how efficiently the message can betransferred by using different types of video. As mentioned above, the video type can be realfootage, digital graphics or mixed. Real footage is the most formal way to present our ideas toour prospect customer. Due to using the real material, real actor in real time, live action videohumanizes our business and create a strong personal connection with our viewers, as well asshowing them who we are and what we stand for. To top it up, real footage is the best whenyou must demonstrate genuine intent. Nevertheless, in this kind of video, the actor is requiredto build the connection through gestures, emotions, and responds, while our production teamhas to be very professional to make sure the video have a good plot and the style of the videois totally inspirable because even a little mistake could make the whole video look amateurishand destroy our brand. On the other hand, motion graphics, digital graphics or animationvideo may not be as formal and old-school as the real footage, but using moving image helpsus to share our ideas without any border. The advantage of the animation videos is that wedon’t even need to mind about location, time, equipme nt or other unexpected circumstances.A massive amount of information can be delivered through both audio and visual in anextremely entertaining and engaging way. Then again, if the whole idea of the video is not

tight and rational as well as the benefit of our customer has not been well maintained, it must be a disaster and our brand will be damaged. Both the real footage and animation video havetheir own advantage and disadvantage, so choosing which one best suited our need is what weneed to carefully plan. Besides that, in advance of desiring which type, researching onYouTube and another social network to check out what kind of video others has created andhow people react to is highly recommended. By the way, we also need to consider about ourcondition, our time and cash budget before we move to the production stage.

How much time we should spend producing the video and how much it will cost arethe two important questions that we should take into account. In anticipation of setting the

deadlines and budgets, we should divide the production process into stages as well as assigneach stage to a specific group of people within a sufficient time and budget. Normally, a liveaction video would take less time to produce than an animation clip, but the cost for creatinglive action videos is usually higher. In addition, occasionally extra time and budget in eachstage are needed and we will have to prepare for it to make the flexible adaptation.Furthermore, in order to not only get fully satisfied of our video but also avoiding unexpectedcircumstance, after finishing each sequel in the production stages, internal review and

9Mav Social, Video Marketing Tips & Strategy for Success in 2015, (accessed Mar 22,2016), [available athttp://mavsocial.com]10 Live Action Vs Animat ion: What’s Best for Your Business?, (Accessed Mar 22, 2016), [available athttp://blog.veed.me]


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evaluation should be performed to eliminate deflection in time and therefore, reduce theoverall cost.

What we mainly need to do in creating a video strategy have been discussedthoroughly from planning to pre- production. Now it’s time for getting in on the further steps.

4.8.4 Video Marketing BenefitSince 2014, the video marketing has risen dramatically. As can see from figure 4.8.1

11 .

Figure 4.8 1 The Rise of Mobile in Q2 2015

The report conducted by Ooyala on Global Video Index in Q2 2015. The figure demonstratesthe rise in mobile video plays from august 2011 to June 2015, from less than 5% to over 40%.

It also indicates to continue to surpass the number of 40 percentages in the future.

A video is a powerful tool that brought many benefits including:

Transmit a large amount of information 12. The internet outburst devoted to people the ability to access an unlimited data resources. New contents are creatingand sharing among the network every day. For that reason, quality and quantity ofinformation are no longer a concern but how it is delivered. A two to threeminutes’ video delivering the same message captivate more spotlight than a fifteento twenty minutes’ text.

Shareable . This is one of the best features of the video. Social sites such asFacebook or video-sharing sites such as YouTube grant users the ability to share

11 Anthony Green, Animation vs film. Which one is right for your business?, (Accessed Mar 22, 2016), [availableat https://www.movingimagecreations.com]12 Douglas, Karr (2014), “10 Benefits of Video Marketing,” Marketing Tech Blog, (accessed April 2, 2016),[available at https://www.marketingtechblog.com]


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their videos with others. A successful viral video could easily reach out to millionsof users in a short time.

Measurable . Distinct from other content such as text or images, the video is anefficient channel to measure. As long as users select playing the video or not andhow much time to spend on the video, marketers can collect the data throughanalytical tools. These data are a useful source to plan the next marketingcampaign.

Enhance Brand Identity. A good video spawns good emotion to the audience. A picture can represent a thousand words though video can do further by createdcustomer’s trust. A good video content exhibits respect from brand to the audienceand demonstrates that brand attempt to satisfy the audience ’s expectation .Furthermore, sound effect compact with video is also a fascinate gadget to enhanceaudience sense. Texts or images are used to be a great tool for marketing, however,the future of content marketing is online video.

Create Revenue. Video keep people stay longer on the page though encouragingthe customer to examine the website. Presenting product and service by this waywill capture consumer attention better than any other method. When a trust isestablished, it will directly lead to revenue. Amazon, Dell, and other online retailerhave publicly share statistics showing that a posted video can increase the odds ofa customer purchasing an item as much as 35% 13

Long Life-Cycle. Video can stay on the internet for a long time without beingtwisted. Text content will be changed after re-posted many times. Contradictory,video will be reposted without changing its original. The brand appeared in the

video will always be cited and marketed whenever sharing activities occurred.This is a valuable move to reduce the cost of marketing in the long-term.

4.8.5 Challenge for a Success Video MarketingThe video is undeniably an essential element of marketing strategy. A proper use of

video marketing will generate customer and upswing brand identity. However, there arechallenges that marketer must overcome in order to develop a successful strategy. Figure4.8.2 is the research conducted by Vidyard and Ascend2 on “What are the MOSTCHALLENGING OBSTACLES to video marketing success?” 14 The top four include:

13 Douglas, Karr (2014), “10 Benefits of Video Marketing,” Marketing Tech Blog, (accessed April 2, 2016), [available at https://www.marketingtechblog.com]14 “Video Marketing Strategy” (2015), Video Marketing Strategy, rep., Ascend2.


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Figure 4.8 2 Most Challenging obstacle to video marketing success

The figure points out 8 difficulties that prevents marketers from achieving video marketingsuccess. The most challenge, as can be seen, is the lack of an effective strategy and the leastchallenge is inadequate SEO strategy.

1. Effective StrategyAccounting for forty-four percent of participants, short of an effective strategy

influence them most to obtain a good result. Shooting video without strategy willusually end up to mismatch goal and target customer. For example, a revenuegenerating target for a marketing campaign that adopts product’s tutorial on thesale page is considered to be inappropriate. S ale page’s objective is manifesting

products and services to make purchases from the audience. For that reason,testimonials or corporate production videos are a better choice. In other words,launching a marketing campaign without strategy is a creative way of throwingmoney out of the window.

2. BudgetInadequate budget is the second challenge to obtain video marketing success.

Technology evolution initiates movements for low-price video production.

Smartphone on the hand of professionals can release high-quality videos forcommercial purpose. However, most of the video campaigns require more than

just a video shooting at home with basic editing. Outdoor shooting and costlyadvanced editing are necessary. With an inadequate budget, the production teamhas to confront many obstacles when launching the operation.

3. ContentThe third challenge in making success video is content. The rapid development

of social network suck as Facebook, Twister, etc.… overwhelm the internet withan enormous number of videos. Statistics show that viewers skip advertises in

under ten seconds. As mention above, the advantage of the video is that audienceselect content to engage. Therefore, good content is not enough, it must be


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impressive. Figure 4.8.3 show us the interest of people on the length of the video.The longer the video, the lower engagement of people on the video.

Figure 4.8 3 Audience Engagement by Video Length 15

Figure reveal the reduction of engagement by video length. The accelerated reduction in thevideo from under one to over 60 minutes is approximately the same. However, the differentline in the first part of the video. Video with short length gains better engagement from theaudience. Under one minute video possess over 60 percent of audience while this number isroughly 10 percent in over 60 minutes video

4.8.6 Type of Video ProductionAs video marketing become universal, audience perception standard is also upsurge.

To satisfy customer’s sens e, companies have come up with new contents consecutively andimmediately deploy new technology. After the live-action video, the animation is the newform of video marketing that is preferred. In 2015, YouTube and Facebook support 360-degree video on their platform, pave the way for a new trend of video marketing.

4.8.6.1 Live-Action VideoThis is the most traditional and simplest form of a video that is used until now. There

are some advantages that make it is still a popular method to make a video:

With a smartphone or low budget camera, marketers can create an inexpensive andhigh-quality videos. This is due to the fast growth of technology, a 6-inchs lengthsmartphone can film at 4K resolution compare to thousands of dollars for the samequality production years ago.

Filming in real time also possess better emotional expression for video, whichgains more sympathize with the audience. To stimulate emotion using animation

15 Ruedlinger, Ben (2012), “Does Video Length Matter?,” (accessed April 2, 2016), Wistia Blog [available athttp://www.wistia.com]


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will cost production effort and very time-consuming. Moreover, shooting scheduleis short, usually take two to three days for couple minutes’ film.

However, there are some disadvantages to consider when to decide to make a live-action video. Smartphone or low-budget camera is a cheap filming method while a

professional video such as TV commercials for the advertising campaign is quite opposite, itis very expensive. There are additional costs such as actors, location, professional filmingequipment, experienced production team and editing cost. The shooting schedule is short butmakes it difficult to change at post-production since it is expensive to re-shooting.

4.8.6.2 Animation VideoAnimation has been used for a long time for entertainment purpose. This type of video

is a creative way to create friendly emotion. Most of people childhood stick to fictionalcharacters such as Tom and Jerry, Mickey Mouse and Donald Duck, etc…. Animation is the

perfect tool to recall those good emotional memories. Another advantage of animation is theoffline-action since every movement is designed on computer. Producer can achieve anysophisticated action that is impossible to do in live-action video although the price for thissuperiority is also higher.

4.8.6.3 360-Degree VideoIn 2015, YouTube put on trial a high-tech video that increases audience interaction.

With a new type of video, the audience can use their mouse to swivel around, giving them a better perception of the video. This evolution type of video has brought an opportunity formany companies. Samsung immediately launches new product call the Gear VR, to support

360-degree video.

The 360-degree video is basically an advanced form of live-action video hence itconsists of all the advantages and disadvantages of traditional video. The video transmits amuch better emotion to the audience and the shooting schedule also very short. In return, it isvery expensive since this is a new technology and the equipment is hard for rental nor

purchasing. Editing process also consumes extra time and cost producer extra payment.

4.8.7 Content for Video MarketingInternet popularity has created an information marathon all over the world.

Companies, marketer, and users are scrambling to upload new content on social network sitesevery day. YouTube report in 2015 indicates one billion users verify that people are ravenousof information. As a business provider, there are three types of video content to focus in orderto capture audience attention.

1. Tutorial VideoThe tutorial video is considered to be one of the most effective ways to the

marketing business. In the era of the internet, people gain unlimited access to theworld knowledge without paying any fee. In the past, it was challenging to obtain anew skill or learn something because all the knowledge is usually in the book ortaught by someone. Nowadays, people search everything they want to learn on the


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internet. As a statistic show, the phrase “How to” on Google return more thanseven billion results and can see in the figure 4.8.4. 16

Figure 4.8 4 The phrase “How to” Search Result This is the search result conduct in Google Trends analytic tool. According to the graph, the

phrase “How to” search tend to increase since 2007. In 2016, the total search has double thenumber in 2007.

A quality tutorial is a bridge connecting audience and brand since branddelivers audience’s need . In addition, tutorial video usage diminishes the effort toreach audiences since audiences are searching for the brand.

2. Demonstration VideoThis type of video is used to demonstrate business and how the product is

made. Marketer ranks this type of video high on the effective scale. Presenting business operation gives the audience a better understanding of business, what andhow they are doing. A good corporate video production can tell the story, explainthe benefits of product and opportunity for Call-to-Action.

Corporate video production should be made using the in-house resource inorder to generate the greatest effect. Filming staff from outside companies orinfrastructure belong to others will affect the credibility of the video. The audienceexpects to watch and hear from the business themselves. Therefore, the business

provider must present genuine information on demonstration video.3. Testimonial Video

Testimonial video gathers consumer experience with the product or service,then use them as certification of product or service. According to Ascend2 report,figure 4.8.5, testimonial is the most effective video type to reach customer

16 Analytic result in Google Trend on the phrase “ How To”


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Figure 4.8 5 Comparative Analysis of Effectiveness and Difficulty The figure shows the level of effective and difficulty to produce of three type of video.

Demonstration videos if the easiest video type while customer testimonials are thehardest one to produce. However, this type of content is the most effective video.

With 52 percent of respondent’s choice, testimonial video is the most effectivevideo content. This is due to the psychological fact that people feel persuasivewhen other customers have used the product and reported to them. With the help ofthe internet, the customer can find other product’s testimonial video on a particular

product and decide which one suitable for them. For this reason, investing in agood testimonial video is a brilliant way to gain customer trustworthy on the

product. Another strategy that companies can use when producing a testimonialvideo that is sending the product to power purchaser, such as celebrities,

professional product review expert on YouTube, etc…. These people have alreadyowned a large amount of follower. Approaching customer through these

purchasers cost business nothing but some products.

Nevertheless, a testimonial video is also the most difficult type of video to produce among three. Synthesis and analysis process cost time and money.Consequently, testimonial videos are a good content to account in marketingstrategy while demonstration and tutorial videos are a less difficult choiceachieving the same effect.

4.8.8 Publishing VideoVideo marketing can be divided into three main stages: strategy planning, video

producing & publishing and finally, marketing our videos. In general, we should concentrateon that three stage sufficiently. Whereas, too much focus on creating strategy and production

process while inattention in marketing videos is the most common mistake businesses make.There are many instruments we can use to market our videos, from the social network,especially Facebook, to web page or even email. The key point is: video should be share inthe most approachable and enjoyable way. Ini tially, let’s consider about the largest videosharing network called YouTube.


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YouTube, with more than 1 billion users, is a wonderland for video marketing purpose. Every day people spend hours on internet killing time, finding useful information aswell as learning new skills, and YouTube is one of the most common websites they usuallythink about first. Therefore, if we can use our YouTube channel effectively and efficiently, itwill be a big win. How can we know if we use our YouTube channel well or not? OnYouTube, the number of views is the most importance. The more views we have, the morechances our video will appear on the first page the search result, and people usually intend toclick on what come out first. In favor of gaining more view, encouraging people to like, shareand subscribe is highly essential. We should remind them to do that, literally, since most

people don’t really give much thought to such things. Moreover, combining our YouTubechannel with another social network is also a smart move. By sharing our videos on the socialnetwork, it’s a higher chance that some of our customers will re -share our post. As the result,the number of views and shares increases and we get our purpose. By the way, producing newcontent regularly is needed to ensure a sound and continuous development to our YouTubechannel 17. However, communication between businesses and customer is not at ease onYouTube, as a result, using social network should be taken into account.

The social network provides a perfect online environment with no worry about thelack of interaction and communication. About 56% of internet users using Facebook, whileTwitter and Instagram, each one has about 300 thousand users 18, and it must be silly if wedon’t take advantage of the social n etwork in marketing our video 19. First of all, let’s talkabout the top dog: Facebook. Market video on Facebook is very simple because it allows us tocreate rich content without any limitation. Basically, we need a business page of our own,which has a profile picture that well reflect who we are, as well as contain some backgroundinformation about our business. Next, we should be consistent and creative in posting ourvideos with interesting captions that make our fan engage and finally, using Facebook ads to

boost up our video posts is highly essential. Facebook is a strong platform for marketing purpose, the more properly we use, the brighter result we will get. On the other hand, twitteris also very potential for video advertisements, although the rich content is not approved onthis platform because we only have 140 characters for each tweet. By using hashtags, which isthe hash symbol followed by a relevant keyword, our tweet can rapidly reach many userswho’re interested in a specific topic. In addit ion, twitter also has the support of a strongcommunity, a lot of celebrities and politician only use twitter to communicate with their fans

and supporters. Therefore, using twitter to capture more customer should be taken intoconsideration. The last potential social network for marketing purpose that should bementioned is Instagram. Dissimilar to Facebook and Twitter, Instagram only focuses on

pictures and short videos sharing. Amazingly, that’s what makes Instagram gaining enormous popularity. Just like Twitter, the hashtag has a significant role in attracting the attention toevery post, and on top of that, due to no character restriction, a post on Instagram can contain

17 Rob Ciampa, “Video Content Marketing: 4 Elements of an Effective Strategy”, (Accessed Mar 26, 2016),[available at http://contentmarketinginstitute.com]18 Browser Media, Socialnomics, MacWorld, “Social Networking Static”, (accessed Mar 27, 2016), [available athttp://www.statisticbrain.com]19 Adam Greenbaum, “5 Marketing Tools You Probably Aren’t Utilizing”, (accessed Mar 27, 2016), [available attech.co]


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as many hashtags as we want. The only disadvantage of Instagram is the lack of privatecommunication, however, we can easily fix it by mentioning our Facebook, YouTube channeland website in the profile description or even below each of our post.

4.8.9 SEO for VideoSEO-Search Engine Optimization is the simple activity of ensuring a website can befound in search engines for words and phrases relevant to what the site is offering 20. Google iscurrently the largest search engine in the world. In 2006, Google buys YouTube for 1.65Billion Dollar 21. Since then, Google SEO’s algorithm has started accounting video in thesearch results. Video development kickoff from this point of time as marketer ready to adoptany method to optimize their website to top three search result. SEO for video is a necessaryact to go ahead competitors. When the customer find particular brand is useful and decides to

be loyal, it will be a challenge to take them back.

4.8.10 ConclusionThe video has become an essential element in every marketing campaign nowadays.

The new type of videos from live-action to animation, new content from tutorial to productreview are produced. When there are so many competitors on the market, an effective videomarketing strategy is also a requirement. Although the benefit of video is boundless, there aremany challenges to overwhelm to success in video marketing. However, it is undeniable thatthe video will become the new weapon for marketer and business provider to reach thecustomer.

20 “What is SEO? Here's A Simple Plain English Answer, SEO in a Nutshell” (n.d.), What is SEO? Here's A SimplePlain English Answer, SEO in a Nutshell, (accessed April 2, 2016), [available at https://www.redevolution.com].21 “Google buys YouTube for $1.65 billion” (2006), msnbc.com, Associated Pre ss, (accessed April 2, 2016),[available at http://www.nbcnews.com].


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List of figure

Figure 4.8 1 The Rise of Mobile in Q2 2015 ............................................................................................ 7Figure 4.8 2 Most Challenging obstacle to video marketing success ...................................................... 9

Figure 4.8 3 Audience Engagement by Video Length .......................................................................... 10Figure 4.8 4 The phrase “How to” Search Result .................................................................................. 12Figure 4.8 5 Comparative Analysis of E¬ffectiveness and Difficulty ..................................................... 13


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Refferences

Andrew Follett, 18 Big Video Marketing Statistics and What They Mean for Your Business, (Accessed Mar 20, 2016), [available at http://www.videobrewery.com ]

Anthony Green, Animation vs film. Which one is right for your business?, (Accessed Mar 22, 2016), [available at https://www.movingimagecreations.com]

Swati Joshi, Why Video Marketing is the New Darling of the Marketing World,(Accessed Mar 20, 2016), [available at http://www.huffingtonpost.com ]

Internet User, (Accessed Mar 20, 2016), [available athttp://www.internetlivestats.com]

Live Action Vs Animation: What’s Best for Your Business?, (Accessed Mar 22, 2016),[available at http://blog.veed.me]

Statistic, (Accessed Mar 20, 2016), [available athttps://www.youtube.com/yt/press/statistics.html ]

Swati Joshi, Why Video Marketing is the New Darling of the Marketing World,(Accessed Mar 20, 2016), [available at http://www.huffingtonpost.com ]

“Global Video Index Q2 2015” (2015), Global Video Index Q2 2015, rep., San Jose,CA: OoYala.

Invodo, Video Statistics: The Marketer’s Summary by (2014), Page 3

“Google buys YouTube for $1.65 billion” (2006), msnbc.com, Associated Press,(accessed April 2, 2016), [available at http://www.nbcnews.com].

“Video Marketing Strategy” (2015), Video Mark eting Strategy, rep., Ascend2.

“What is SEO? Here's A Simple Plain English Answer, SEO in a Nutshell” (n.d.),What is SEO? Here's A Simple Plain English Answer, SEO in a Nutshell, (accessed

April 2, 2016), [available at https://www.redevolution.com].

Andrew Follett, 18 Big Video Marketing Statistics and What They Mean for Your Business, (Accessed Mar 20, 2016), [available at http://www.videobrewery.com ]

Douglas, Karr (2014), “10 Benefits of Video Marketing,” Marketing Tech Blog,

(accessed April 2, 2016), [available at https://www.marketingtechblog.com ]

http://www.videobrewery.com/http://www.videobrewery.com/http://www.videobrewery.com/http://www.huffingtonpost.com/http://www.huffingtonpost.com/http://www.huffingtonpost.com/https://www.youtube.com/yt/press/statistics.htmlhttps://www.youtube.com/yt/press/statistics.htmlhttp://www.huffingtonpost.com/http://www.huffingtonpost.com/http://www.huffingtonpost.com/http://www.videobrewery.com/http://www.videobrewery.com/http://www.videobrewery.com/https://www.marketingtechblog.com/https://www.marketingtechblog.com/https://www.marketingtechblog.com/https://www.marketingtechblog.com/http://www.videobrewery.com/http://www.huffingtonpost.com/https://www.youtube.com/yt/press/statistics.htmlhttp://www.huffingtonpost.com/http://www.videobrewery.com/


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Mav Social, Video Marketing Tips & Strategy for Success in 2015, (accessed Mar22,2016), [available at http://mavsocial.com]

Ruedlinger, Ben (2012), “Does Video Length Matter?,” (accessed April 2, 2016),

Wistia Blog [available at http://www.wistia.com]

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Nguyen Duc Thanh - Huynh Minh Tri.pdf