A BRIEF OVERVIEW OF MARKETING TRENDS
Traditional marketing and digital marketing are the two main types. Traditional marketing involves direct sales, TV and radio advertising, and print advertising. Whereas, digital marketing makes use of digital technologies on the internet. Some methods are content marketing, search engine optimization and email marketing. Recent trends show that digital marketing is taking over. This is due to the advancement of digital technology.
Out of the many types of digital marketing, content marketing has proven to be the most effective. Content marketing involves creating and distributing content online to a target audience. It could be in the form of articles, videos, ebooks and infographics, to name a few. Out of these, video is the most preferred by customers.
WHY VIDEO MARKETING HAS BEEN SUCCESSFUL
Today, video accounts for a majority of global internet traffic. It is the most effective communication medium online.
1. NONVERBAL COMMUNICATION
Verbal and non-verbal communication are both important in shaping our interactions. Audio, text and video accommodate verbal communication (spoken or written words). However, audio and text lack non-verbal communication (body language, gestures, facial expressions). Non-verbal communication gives a clearer idea of the meaning behind someone’s words. Thus, video tends to be much more engaging as it allows non-verbal communication.
2. COMBINATION OF ALL COMMUNICATION MEDIA
While audio is limited to speech and text is limited to written words, video is not. Video can include both speech and text, so you could have the benefit of communicating with both. Video can also accommodate music, images and animations.
The number of internet users grows day by day. So does the number of connected devices. Hence, with online marketing, you have the ability to reach a wide range of audience.
BENEFITS OF VIDEO MARKETING FOR THE MEDICAL/PHARMACEUTICAL INDUSTRY
Video marketing has many benefits for all online businesses. Businesses in the medical and pharmaceutical industry are no exception.
1. VISUAL REPRESENTATION OF INFORMATION
The typical target audience for such businesses are the general public. Many of whom are likely to lack knowledge on medical or pharmaceutical terms and conditions. With videos, it is easier to convey complex information in a relatively simple manner.
2. BETTER CONVERSION RATES
Studies have shown that the use of video content leads to increased sales. Complex details of medical or pharmaceutical products or services can also be better conveyed. Thus, leading to improved sales.
3. ABILITY TO BUILD TRUST AND CREDIBILITY
The use of videos can help establish the credibility of your business, which is vital. As the products of such industries could be life-altering, customers are more cautious. With testimonial or explanatory videos, customers are more likely to feel the sincerity.
4. IMPROVED SEO
It is well known that video content boosts SEO. With videos, visitors are likely to spend more time on your page. Thus, leading to increased organic traffic in the long term.