Analyzing the ROI of Video Marketing is the intriguing title of report from the Aberdeen Group that is fairly bullish on content marketing in general, and video in particular. It finds that that “Best–In-Class companies are more likely to use video in their content marketing mix than any other media.” Somewhat disappointingly, it does not present any calculations or examples of actual returns on investment. But it does suggest some analytical approaches.
Conversion rate measurement
Here are the most interesting numbers in the report.
- The average cost per marketing-generated lead is $93 for companies using video, compared with $115 for non-video users.
- The difference in website conversion rate for sites with video: 4.8% vs. 2.9%
- Video users needed 37% fewer site visits.
