If there is an upside to the state of our current economy, it’s the impetus to scrutinize every part of a business operation to wring the most efficiency out of it. In marketing communications, online video has become part of the plan for organizations of every size, and like any other marketing activity, needs to show clear ROI. Now more than ever, it’s imperative to carefully evaluate how to get the most out of each and every online video project, with specific focus on measurable engagement. Basic statistics like click and activity tracking, as well as view times have taught us that multimedia is one of the most effective ways to connect with visitors to a web site, but when it comes to assessing results, the tools to measure deeper engagement are sparse. This is when including interactivity in a video program can make a real difference in providing greater value. 

Incremental data capture

Incremental data capture is one of the most effective ways to create richer more valuable profiles of viewers, and if questions are carefully posed, it can also serve to keep people engaged in what they watching. For example, if your interactive video program requires some form of registration, asking a lot of questions in the up-front form will ultimately turn a majority of people away. One solution is to ask the bare minimum that you need for future communications, then carefully place viewer questions or interactive polls throughout the program to learn more about their interests, timeframes to purchase, or simply gain valuable feedback. Not only does the interaction help keep the viewer focused, this kind of intelligence can be used to guide follow-up communications, or to simply understand your customers better. 

Integrating calls-to-action

If you integrate “calls to action” into the program, you will build relationships with viewers more quickly, increase viral opportunities, and build profile data. Some examples of calls to action are “Send Me More Information”, “Register to Download a Document”, “Share this Video with a Friend”, “Ask A Question” or “Subscribe to Company Newsletter”. The possibilities are unlimited but typically the calls to action support a company’s business goals and provide a greater level of lead qualification to the company. 

Ideally there should be anywhere from 1 – 4 calls to action.  More than 4 tend to cause viewer confusion.  It is highly recommended that one call to action be the “Share with a Friend” option.  Web video often spreads virally, with 57% of respondents saying they had shared links to clips according to a Media Post study.  Best practice companies are thinking through the sales cycle and adding various calls to action at appropriate times as an option for viewers.

To learn more about using online video and multimedia to meet and exceed your goals for 2009, contact us.

*Parts of this article were excerpted from the "Guide to Developing Effective Online Video Communications."

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