Digital Experience

Previewing 2017: Video and the Customer Experience

2016 has been quite a year for video, with major events like the Super Bowl and Olympics being live-streamed like never before. In the latter example, over 2.7 billion minutes were streamed, which marked a major record. Streaming video has extended to television shows as well, with 100 million streaming the season finale of HBO’s Game of Thrones.

There’s no doubt that video has gotten mainstream over the past couple of years. YouTube after all, is regarded as the second largest search engine with hundreds of millions of hours viewed per day and billions of users. Many YouTube users watch content on mobile devices as well, with an average screen time of 40 minutes per session.

For enterprise organizations, videos play a critical role as well, serving as a channel for marketing, communications, and sales. As the web has become a noisier place to market products, marketing and technology leaders must work together to develop visually engaging customer journeys. In this blog, we explore how video will continue to evolve as we move into 2017 for digital experiences including those of portal technologies.

Video, Business and The Modern Day

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Views and minutes aside, video is a crucial part of the business journey, and statistics prove it. For example:

  • 64% of customers purchase a product after viewing a video (ComScore)
  • 90% of customers believe a video is helpful in understanding a product (Social Annex)
  • 59% of executives would rather watch a video than read text (Forbes)
  • Social video generates 1,200% more shares than other types of media (BrightCove)

Clearly, video is a growing and ever-critical channel for organizations considering new digital media strategies to bolster their bottom-line and create customer interest. Even social selling platform HubSpot agrees and discovered the following numbers:

  • Video in an email increases the clickthrough rate 200-300%.
  • 96% of B2B organizations use video and 73% have seen measurable ROI.
  • 33% of all online time spent is watching videos.

Video plays an integral part of any organization looking to increase their lifetime customer value and created engaged audiences. As inbound marketing and social communities become a more important part of how customers are acquired, video can play a critical role in communications and inspiring customers into action.

Where Does Video Go From Here?

As we head into 2017, the prospect of video being an integral part of the customer experience is interesting, especially as the Internet of Things and mixed reality technologies gain traction. Additionally, the continued innovation of digital experience technologies including portals provides the continued customer conversation even after the acquisition. Here are some ideas:

  • The Internet of Things (IoT) and especially the Industrial Internet of Things (IIoT) leverage video by connecting traditional enterprise technologies to the cloud. Adding video to the mix allows for monitoring and analytics gathering in a completely new way.
  • Reality (Augmented and Virtual) provide new experiences, from gaming to healthcare to tourism. We are still in the early stages of this technology and so far there seems to be a lot of promising innovations.

What do you Think?

How are you continuing to use video in your customer engagement? Reach out to us to talk about your digital experience strategy with video at We look forward to hearing from you.

Learn more about our IBM practice here.

About the Author

Albert Qian is a Marketing Manager at Perficient for our IBM PCS, DevOps, and Enterprise Solutions Partners focused on cloud computing technologies.

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