New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Engagement levels for video content are higher than other content formats. 

This piece recommends brands should consider all stages of a buyer’s journey and create videos accordingly. Marketers should create video campaigns that trigger audience emotions, as purchasing decisions are driven more by emotional factors, and then justify it through rational logic.

By using the power of storytelling, marketers can help create an emotional connection between the consumer and the brand as well as move customers through the sales funnel. Marketers can use customer testimonials and case studies in their videos to establish a relationship with their viewers and build trust within them. 

The author suggests that brands can use videos to create helpful content that addresses frequently asked questions to establish themselves as subject-matter experts. They should approach their content in a way that benefits and provides value to their target audience.

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[20 minute read]

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