Future Trends

Video Marketing

According to a study of over 800 marketing professionals and online consumers, 93% of respondents consider video to be an important part of their marketing strategy, up from 78% in 2015. (Wzyowl, 2021). This is shown in Figure 1.

Figure 1

Other studies have shown that videos are processed by the brain 60,000 times faster than text making them an ideal medium for communicating a lot of information in a short amount of time (Doeing, 2018). Doeing (2018) goes on to say that content delivered via video is 39% more likely to be shared on social media thereby increasing website traffic which in turn improves a businesses SEO ranking.

The challenge for digital marketers is how to stand out from the crowd and how to do so in a cost effective way as video marketing can be expensive, time-consuming, and often requires specialist skills (Cherry, 2019). As Cherry (2019) also points out, the fact video is "highly compatible" with mobile devices means it is a format that is likely to be around for years to come.

5G Technology

5G refers to the 5th generation mobile networks being implemented by telecommunication companies around the world. It offers improved performance and efficiency which in turn provide opportunities for new user experiences (Qualcomm, n.d.).

According to a study conducted by Ericsson (2021), 5G users are spending more time streaming high definition mobile video and using enhanced video apps like cloud gaming and augmented reality (AR) apps compared to those users still on 4G. These comparisons are shown in Figure 2.

Figure 2: Average increase in time spent per week on activities by 5G early adopters compared to 4G users

For digital marketers this means ensuring content is produced to meet these expectations for mobile usage and in HD, 360-degree HD video format moving forward.

References

Cherry, B. (2019, July 12). Video Marketing Pros and Cons. TruScribe. https://truscribe.com/video-marketing-pros-cons/

Doeing, D. (2018, August 9). 55+ Powerful Video Marketing Statistics for 2019. [Video]. https://learn.g2.com/video-marketing-statistics

Ericsson. (2021, May). Five ways to a better 5G, Key trends influencing consumer adoption of 5G. [PDF]. https://www.ericsson.com/49944f/assets/local/reports-papers/consumerlab/reports/2021/five-ways-to-a-better-5g-report.pdf

Qualcomm. (n.d.). Everything you need to know about 5G. https://www.qualcomm.com/5g/what-is-5g

Wyzowl. (2020, December). Video Marketing Statistics 2021 The State of Video Marketing. [PDF]. https://www.wyzowl.com/video-marketing-statistics/