Effective marketing strategies need constant monitoring, and precise feedbacks from the market to know the strengths and weaknesses of the strategies. This applies to conventional marketing strategies as well as online marketing strategies. Without a tool to monitor the thrust of the marketing campaigns, you’ll be shooting in the dark without knowing if your strategies are reaching your target audiences, and if they do reach them, you’ll be blind to the actual impressions that are being made in the minds of your intended audiences. Online video marketing has become one of the favored strategies of online businesses as well as good SEO companies. Videos figure higher in the Search Engine Results Pages (SERPs) and people are now using videos as effective marketing tools to increase traffic, build brand image, and manage company reputations. Video Search Engine Optimization (VSEO) is the new marketing mantra now, and video marketing campaigns have started delivering better results by making use of video hosting sites like YouTube, among others.
Just like how other modes of marketing tools need some forms of monitoring or measuring tools to analyze their effectiveness, video marketing needs some yardstick to grade its performance, too. This is where “Video Analytics” comes in. Video analytics is a tool that is used to measure the actual effectiveness of your video marketing campaigns on the internet. It is a grading system that can measure all the parameters required for analyzing the reach and impact of your videos. After all, everybody likes to see returns on their investments. The same applies to video marketing strategies. Video analytics helps you to study the viewer patterns, their responses, number of views, geographical viewership, impact, and also the results of your video marketing method.
Basically, video analytics works on streaming videos, and can get you results on the following metrics. The start and end times of your videos, pre-roll and post-roll advertisement metrics, time played in seconds, negative and positive consumption metrics, and core content analytics. Geographical response in terms of who watches your videos from which regions are also analyzed and recorded. YouTube has a video analytics tool called “YouTube Insight” that can help you analyze the popularity of your videos in relation to other videos, whether your videos are reaching your target audience, how much time people spend on your videos, and also the rate at which your videos reach peak viewership figures.
YouTube has become a separate search engine unto itself, and most video marketing strategies are directed at YouTube these days. However, the importance of other sites including social networking sites in helping you with video marketing campaigns cannot be undermined. Having to upload your videos on all the sites that your customers or peers frequent, one by one, is very difficult. Sites like www.tubemogul.com help you with this. TubeMogul can be the single point of entry for your videos. You can upload your videos here, and have your videos posted on all the video sharing sites of your choice. TubeMogul also has a powerful video analytics tool that analyzes viewership frequency and geographical viewership.
By using video analytics tools such as the ones above, you can know precisely who is watching your videos and for how long. You’ll know if your target customers are viewing your videos, and if your videos are not reaching your target audience, you can analyze the data, and change your video marketing strategies accordingly. Just as how Google analytics has been an effective tool for analyzing the results of your SEO campaigns, video analytics is just as effective a tool to measure and improve your VSEO strategies.
About The Author: Ryan Sammy is a Social Media Analyst for Search & Social.