Convey empathy through video marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 01, 2021, 11:02 AM UTC

However, the content must resonate with consumers.

As per a Cisco report, video will drive 82% of internet traffic by 2022, thereby making video marketing a crucial part of the overall marketing strategy. Marketers must allow for flexibility while crafting their marketing strategies, so that video marketing strategies can be tweaked to respond to sudden changes.

While video marketing is an effective strategy to drive sales, its ability to convey a brand’s concern about the customer’s wellbeing in a pandemic is notable. Video marketing allowed companies to be compassionate, empathetic and display solidarity through campaigns.

It also allowed brands taking a stand on crucial social issues to differentiate themselves from their competitors. This is an attribute that customers appreciate, as an Edelman report points out that 64% of customers would boycott or patronise a brand depending on the company’s stand on a social or political issue.

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