Restaurant Marketing and Customer Acquisition After Coronavirus

Restaurants affected by COVID-19 are getting creative with their customer acquisition strategies. Read our restaurant marketing tips for inspiration.

The restaurant industry has been singled out as one of the kinds of businesses most impacted by the coronavirus crisis. Government orders have closed dining rooms across the country. At the same time, many eateries have struggled to hang on with delivery and takeout — and some have even done quite well. Thus, it’s still not time to abandon the restaurant customer acquisition ideas that can bring in revenue now and help you emerge even stronger after the coronavirus outbreak finally passes.

Restaurant customer acquisition ideas for during and after coronavirus

Pre-coronavirus, the National Restaurant Association projected almost $900 billion in revenues for American restaurants in 2020. In March, out of about 700,000 jobs lost, according to the Bureau of Labor Statistics, half of the laid off employees came from the hospitality and restaurant industry. John Harkey Jr., the CEO of Consolidated Restaurant Operations, called this crisis a financial tsunami for the restaurant business. In any case, it’s clear that the restaurant customer acquisition and marketing plans that businesses had before the shut-down and stay-at-home orders will need to change quickly.

Consider online ordering, pickup, and delivery

With the growth of delivery services and consumers’ growing desire for convenience, delivered, takeout, or drive-through meals already accounted for a significant and growing percentage of overall restaurant revenue. Some kinds of restaurants, like pizza places and fast food, had already based a large portion of their business around delivery and takeout. Still, as various state and local governments began to close dining rooms, some restaurants had to scramble to put online ordering in place.

Sometimes, they did not have time to do much more than post a menu on their website and social sites and offer customers a phone number to call for curbside pickup orders. Still, depending upon the existing following these restaurants had, they still managed to keep a steady flow of customers.

The Orlando Sentinel reported that Orlando restaurant marketing has focused upon delivery to offset the loss of in-store business. They gained assistance in their efforts when Uber Eats, one of the largest delivery companies, waived their fees for any orders from independent restaurant businesses. Some of the larger chains already offered their own delivery, and they’ve also begun to stop charging fees as a gesture of goodwill to their patrons and an incentive for more people to order.

Exercise enlightened self interest

Pickup won’t work for all restaurants. Harkey, the CEO mentioned above, said that they operated most of their restaurants out of malls, and since the malls have closed, they can’t easily offer pickup and don’t really have the structure in place for deliveries. At the same time, delivery companies like DoorDash are heavily promoting an #OpenforDelivery campaign that pushed their services, the restaurants they work with, and even such competitors as GrubHub and Uber Eats.

Some restaurants have balked at using these kinds of services because of the extra delivery charges, but for restaurants without capacity to offer certain services, they might serve as a handy option in more ways than one. In addition to pushing national chains, they’ve also helped promote local restaurants they deliver from. Another example of related businesses sharing resources includes a group of businesses that agreed to donate a percentage of revenue to coronavirus-relief charities. As they all promote the relief effort and their own struggles to keep employees working, the digital presence of the charitable organization also promotes the companies that sponsor it.

Create compelling digital content for your restaurant

Certainly, you attracted diners because they loved your food. Even better, you may have retained business because your customers loved your facility and even you. With that in mind, you can develop content that helps strengthen your connection.

You could give your audience a behind-the-scenes video tour of your kitchen. Introduce them to your staff or let them watch you prepare one of your specialties. For example, one high-quality Italian restaurant shared an engaging recipe of the process they used to make, cut, and cook their homemade pasta. Another produced a series of cooking videos. Don’t overlook introducing your audience to your hard-working employees in order to remind customers that their patronage helps keep people working.

These kinds of content tend to do very well on Facebook, YouTube, and other social platforms. Don’t worry about giving away all of your secrets, you’re probably just going to make more of your audience hungry than eager to attempt your recipes. If you need extra revenue, you can even monetize your content with ads and sponsors on some platforms. Don’t worry if you don’t have any production experience. While you should strive for quality, you can find cell phone apps that will allow you to shoot, edit, and upload decent videos.

Don’t abandon marketing and advertising

Plenty of research from other downturns demonstrates the wisdom of maintaining a marketing budget. Business that do tend to weather the crisis and emerge even stronger. As with other hospitality businesses, you might need to adjust your restaurant customer acquisition strategy a bit, but you certainly should not abandon it.

Realistically, you may have to trim your budget, but you may find that some advertising platforms have grown less competitive as your competitors have done the same. You may also find you can do more with less as you focus upon satisfying existing demand within your community.

Geo-fencing for restaurants

Geo-fencing refers to setting a perimeter around your physical restaurant. For instance, you might use this technique to connect with people who are within the same shopping center, at work in a nearby essential business, or even just passing by your door. When they pass within the perimeter, this technology can alert them with a ping from a social network advertising platform, text, or message from a mobile app.

Geo-fencing for restaurants has proven to convert really well. It might offer you the perfect way to improve your takeout business now and entice more customers in the future after you have opened up your dining room again.

Retargeting

When people search online for the kind of takeout that you offer, why not concentrate on the hungry customers who have already visited your website or social platform in the past? Plenty of industry marketing analysts have suggested that businesses with limited marketing resources may enjoy better returns by focusing on ready-to-buy customers instead of trying to generate a new demand.

Build mutually beneficial relationships

One restaurant owner saw that hospital workers had an increasingly tough time accessing meals because cafeteria dining areas had closed and only essential staff could enter the building. He spoke with hospitals and found an opportunity to use his own catering vehicles as distribution points from outside the hospital, so hospital workers could pickup food and distribute it inside.

Besides generating an extra revenue stream, the restaurant had a chance to develop a lot of good will both at the hospital and within the community by featuring the story on social media and in press releases. They also began operating food trucks and started a GoFundMe campaign to help offset some extra costs, which also helped generate even more publicity.

I still need more marketing ideas for my restaurant 

If you still need a few more tips, you can find plenty of good examples from other restaurants around the country. You might include some of these promotions in your advertising to help attract new customers without increasing operating expenses:

  • You can save money on delivery costs by encouraging curbside pickup. You might incentivize customers to stop by with such incentives as a free dessert or appetizer.
  • Incentivize their next orders by offering customers discount coupons and gift cards along with each pickup or delivery. Also, work to promote gift cards that customers can buy to save for later or give to others as gifts.
  • Try offering family meal packs or kids-eat-free specials to help attract all those families who now have their children home from school.
  • Consider simplifying your menu or even offering a fixed-price meal deal. You can also try rotating a smaller set of menu items to help you reduce inventory and provide encouragement for customers to try next week’s menu.
  • Promote discount bulk orders that you package for easy storage and reheating. Some restaurants have even started offering meal kits that give customers the ingredients and instructions to duplicate some of their dishes at home.

Whatever you do to adjust your menus, hours, or business model, make certain that you keep employees and customers updated by posting updates to your website and social media. Also, let customers know about the steps you take to protect both them and employees. This current crisis will pass; however, most people will probably retain a heightened awareness about the many ways that germs and diseases can spread. You can help reassure them that you work hard to protect them now and will continue to do so in the future.

Restaurant marketing after the coronavirus starts now

The restaurant customer acquisition strategies that you develop today can help sustain your business through this tough time and help you emerge with a larger customer base than you had before. Once this crisis passes, and it will, diners will be eager to enjoy restaurants again, and you can make sure they intend to reward themselves with a trip to your dining room.

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Why Differentiation Is the Most Important Marketing Tactic

Even as marketers, the team at our Florida marketing agency knows we’re also consumers. Each day, we face hundreds of choices as to where to eat, where to shop, and which brand of soda to buy. Giving your money to one brand is, essentially, giving your support to that brand to keep doing what they’re doing. Particularly, in the case of a repeat purchase, you’re telling the brand you’re satisfied with the product and have returned to using it again.

But, what is it that drives you to that decision to support that brand? Often, it’s convenience, like when I’m on the road, starving, yet the only restaurant around is that McDonald’s just off the highway. However, typically people have more options. Instead of going to the Publix down the street, you could drive a bit further to Fresh Market, where you know you’ll be welcomed by a team of happy people serving fee samples, and will have the opportunity to purchase healthier foods that you might not get from a competing store down the street.

Or, maybe you like Fresh Market, but you know you can get a much better deal from Winn Dixie down the street. It may not be as fancy, but you know their deli meat prices are unbeatable. In this case, Winn Dixie can differentiate itself based on cost.

Many times, business owners and marketers fail to recognize the importance of differentiation. Differentiation is a key aspect of effectively marketing a business. It is what tells people why you’re superior to other businesses and competitors in the space. If you can’t beat other businesses based on cost, then perhaps you can beat them based on luxury, convenience or customer service.

Differentiation is the process of standing out in some way. If there are a million others just like you, there’s not much to make you stand out. But, if there’s some way you can distinguish yourself from others, you can beat out competitors by being the best at whatever that is. It’s okay if your brand can’t beat others in every category… it’s a matter of finding the one that’s right for you, and committing to being the best within that space.

Take, for example, Ethica, a grassroots business dedicated to women’s apparel. If the business were limited to just that, they wouldn’t stand a chance against larger retailers that can make clothes cheaper using factory laborers. But, that’s just it. Ethica’s founders decided to adopt a social good initiative, allowing them to only carry clothing and accessories that they can verify is created ethically. Because of that, they’ve garnered attention from some of the leading fashion publications in the United States. Differentiation is key in the company’s success.

You can see many examples of differentiation in the choices you make every day. I tend to spend more money on my favorite brand of tissue, but I’ll forsake quality for price when it comes to kitchen needs, like plastic wrap or aluminum foil.Everyone has preferences, so for marketers it’s often just a matter of delving into those specific preferences.

When thinking about your business, ask yourself how you are differentiating your business. If you can’t think of anything, then start today by emphasizing your strengths, and working to design campaigns around those differentiators. The team at our Orlando ad agency guarantees that focusing on differentiators will bring results. Contact us today to get started setting your company apart.

Marketing AFTER the Coronavirus

As the coronavirus continues to grip the world, companies must act now to ensure marketing campaigns are able to weather the crisis.

The effects of COVID-19 on business and business marketing

From the plummeting Dow Jones averages that are rocking Wall Street to the forced closures and loss of consumer activity that are devastating Main Street, businesses of all sizes are on shaky ground during the ongoing coronavirus crisis. As social distancing continues to force events to cancel and bring face-to-face interaction to a grinding halt, certain industries have already suffered catastrophic damage. And other industries are bound to follow as factories shut down and companies fall into dormancy.

As they lose customers to the terrible but temporary chaos of COVID-19, business must take care to ensure that these customers ultimately return to them when the crisis is over. This typically means significantly altering, if not entirely redesigning, their marketing efforts with a dual focus on immediate risk management and long-term goals.

Wise companies are already getting ahead of this issue by taking immediate and comprehensive action. Take, for example, the recently launched ad campaign of the fast food giant Chipotle. Like other major restaurant chains, it has rapidly created, produced, and distributed, television and digital video commercials that stress the safety and reliability of take-out and home food delivery.

As you formulate and execute your response to the coronavirus crisis, make sure that you are retooling your marketing campaign to meet the demands of the present and look forward to the opportunities of the future. Here are just a few tips and guidelines to help you bring your business through these uncertain and difficult times.

Managing your marketing efforts to survive the coronavirus

1. Put Safety First

Few industries have faced as much immediate damage from the COVID-19 outbreak as the global tourism industry. This makes the words of the Hospitality Sales and Marketing Association International (HSMAI) all the more urgent as its stresses putting safety first. By stressing customer safety, the HSMAI strives to protect overall company reputation as well as individual guest health. Businesses that do so earn “trust, respect, and loyalty.”

A big part of putting safety first is keeping customers well-informed of relevant coronavirus facts and response protocols, particularly those that may affect your company’s operational processes and/or the goods/services that you offer. When providing this information, it is important to refer to and cite respected authorities such as the Center for Disease Control, the World Health Organization, and the various local public health agencies at work in your area.

Think carefully about the ways in which COVID-19 is likely to impact your specific industry specifically as well as the greater community at large. What value you can provide as an organization to help keep people safe? As you contemplate this question, remember that this crisis is evolving rapidly and will probably continue to do so for the foreseeable future. This means that your commitment to safety will require flexible planning and your marketing plan must adapt to the moment as conditions continue to fluctuate.

2. Assemble Your Crisis Management Team

If your company is exceptionally large or specialized to deal with a specific type of risk, you may already have a dedicated crisis response team in place. Most companies, however, fail to prioritize crisis management and have never even considered developing a valid crisis plan. Well, now is certainly the time to do so.

Gather functional leaders from across your organization under the leadership of its top communications executive or chief executive officer. Other crisis team members to consider for inclusion might be legal counsel, human resources professionals, operations/facility managers, sales/customer service directors, and any leaders in the fields of public relations marketing, and communications. All team member should clearly understand their specific responsibilities and areas of concern.

For smaller companies without a dedicated PR or marketing team, MarTech Advisor contributor Indrajeet Deshpande recommends contracting with a qualified outside agency. In any case, your business should have in-house spokespersons at the ready in case you are approached by any independent media outlet or news publication. These spokespersons must be property trained to faithfully and effectively answer any question that they are asked.

3. Choose the Proper Media Mix

As part of your crisis response and overall marketing plan, you must remember the famous words of Marshall McLuhan: “the medium is the message.” In the wake of the coronavirus crisis, choosing the right media channel for your public outreach is more important than ever. In other words, if you fail to choose the right forms of communication to deliver it, your marketing message will likely fall on deaf ears.

In his March 20 article “Why Companies Turn To Digital Marketing To Survive COVID-19,” Forbes writer Bernard Marr points out that businesses will have to become more and more reliant on digital media channels. “Without wanting to sound too alarmist, he states, “in many cases it will be the deciding factor in whether they make it through the tough times ahead.”

As people continue to practice social distancing, they will connect more than ever via the Internet. This makes leveraging your online marketing capabilities absolutely essential over the comping months. Ensure that your company website and social media pages contain helpful information and present a positive brand image at all times. While emphasizing digital marketing channels that range from banner ads to email newsletters, remember to keep an appropriate amount of traditional media outlets in your media mix.   

4. Practice Careful Media Buying

As part of your media mix planning, don’t fail to consider the supreme importance of cost. If it is to survive the COVID-19 crisis, your business will likely need to implement some fairly austere budgetary restrictions in the short term. Simply put, you will have to use every one of your marketing dollars wisely and make it count.

The Wall Street Journal reports that companies looking to mitigate immediate risk often cut advertising spending first and foremost. “With the coming U.S. presidential election and Summer Olympics, 2020 was expected to be a good year for advertising,” writes WSJ contributor Suzanne Vranica. “Then came the coronavirus.”

Careful media buying will look different from business to business and from industry to industry, but most organizations can benefit from gravitating toward digital media channels, which are not only generally less expensive but more suitable to a market under the ongoing effects of diligent social distancing. To learn what effective media buying can do for your particular company, you may want to contact a qualified marketing agency.

5. Develop Creative Campaigns Driven by Common Sense

In today’s challenging marketing environment, it is more important than ever to find extremely creative ways to keep your brand in front of their customers. Even companies that are temporarily shuttered must plan for a future in which brand positioning will become absolutely essential to survival.

In light of this, place an incredibly high value on unique and striking marketing campaigns that are carefully designed to turn heads. Just make sure that your creative content is properly vetted and above reproach.

In the words of Google’s global marketing vice president for media Joshua Spanier “in the spirit of reassessing campaigns, we’re finding that all kinds of creative elements need scrutiny right now.” As an example, he warns against any use of “slapstick humor” that might come off as tone deaf in the midst of the serious times in which we live. Certain imagery – such as actors using “handshakes, hugs, and high-fives” to interact with one another – may also turn off your existing and potential customers.

6. Employ Key SEO Techniques

Among the other benefits of digital media outreach, search engine optimization (SEO) reigns supreme in light of the COVID-19 outbreak. As quoted in Forbes, 123 Internet Group Chief Executive Officer Scott Jones points to SEO as a key way to reach new audiences in the current market.

As brick-and-mortar shopping becomes increasingly impossible, consumers are turning to ecommerce in numbers that are rising exponentially. SEO can help to ensure that your company appears at or near the top of the list when people search online for the goods and/or services that you provide.

By maximizing your online marketing through SEO, you can also benefit from the practice of geo-targeting. This involves optimizing not only for search terms that relate to your goods/services but for search terms that relate to your location as well. This is a great way to attract consumers from within your state, your city, or even your particular neighborhood.

7. Leverage the Power of Video

In addition to benefiting from the incredible audience targeting power of SEO, digital marketing gives you the versatility to present your message in a range of compelling ways. And, at present, consumers are responding to video messaging in droves.

In fact, the independent authority Quicksprout recently released research showing that consumers report a 74% increase in their overall understanding of a product or service after watching a video. And this engagement can lead to a significant improvement in your bottom line. Quicksprout goes on to report that a well-made video boosts the likelihood of a purchase by 64%.

In terms of general public relations and effective branding, the eye-catching and attention-retaining nature of video makes it a great way to remind consumers to stay with you, or to come back to you, as a company.

To learn more

Contact a skilled and knowledgeable Bigeye representative today for more information on the current impact and lasting effects of the coronavirus on your marketing campaign. A highly innovative and forward-thinking marketing firm, Bigeye prides itself on its ability to respond quickly to the challenges of a constantly evolving marketplace.

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What Brands Can Do During the Coronavirus Pandemic

Pivot your marketing strategy to handle coronavirus by producing digital content, airing television ads and OTT ads, and a communication strategy.

Shift focus from events to digital

On top of major events like NBA games and Coachella being cancelled or postponed indefinitely, conferences, expos, and trade shows have also been cancelled. According to a Demand Gen Report, 53% of B2B marketers say in-person events are the most effective channel for driving conversions, so many marketers are now searching for new channels to connect with target audiences. 

Google Cloud Next, Adobe Summit, Y Combinator Demo Day and more have opted for a digital-only approach. Although digital-only events do not offer the same traditional networking opportunities as in-person events, marketers can experiment with their event strategies to still capture those audiences. Consider these tactics: 

  • Produce digital content that can still influence your intended audience. Even though your company will not be able to interact with your audience in person, you can still reach them through digital channels. 
  • Target attendees with email campaigns or direct-mail. These channels provide the personal messaging that audiences look for while attending events. 
  • A/B test everything to measure the effectiveness of attending events in the future. You could find valuable insights from changing your strategy this year. 

Opportunity for television and OTT advertising

Social distancing and work from home mandates mean more people will be at home watching television and streaming content. Audiences are tuning in to reporting on the coronavirus pandemic and searching for ways to stay entertained while limiting contact with potentially affected areas. 

Although ad spending is projected to slump across the board, reallocating budget to television and OTT advertising could pay off. Many brands are cutting ad spend in preparation for lower sales projections, which means there could more inventory available. Between self-quarantines, cancelled events, and precautionary measures, potential consumers are on the couch in front of the television as a captive audience.

Communicate any service disruptions to the customer

In the event your supply chain is disrupted, you have to cancel your event, or any other major changes, clearly communicate to your consumers why your regular service may be affected. Your customer will understand if your company has to make changes in the current situation as long as you are clear on why the package is taking longer to arrive or you are issuing a refund. The last thing the consumer wants is to be left in the dark and without the proper information.

Dispel misinformation about your brand

Misinformation about COVID-19 is multiplying across all social media channels. In-depth social listening for mentions about your brand will help you monitor untrue information that could be harmful to many people. 

For example, some people are attempting to make their own hand sanitizer using Tito’s Handmade Vodka and aloe. However, the CDC recommends that hand sanitizer needs to contain at least 60% alcohol and Tito’s only has 40%. To stop this unsafe information from spreading, Tito’s is replying to all tweets with a statement disproving it and recommendations from the CDC. 

Don’t sacrifice safety for the bottom line

It’s hard to predict what kind of long-term impact coronavirus will have on our economy, but it’s important to keep acting with brand values in mind. At the end of the day, the safety of the public is the most important thing and companies should act accordingly.

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The Do’s and Don’ts of Marketing to Gamers

Want to dive deeper into community-based gamer marketing? Connect with a full-service agency to help you launch your gamer marketing campaign.

Pop quiz: How familiar are you with Discord, Twitch, and Fortnite? If your answer is “not very,” you’re probably not in a strong position to market to the gaming community.

That’s a significant loss, as gaming has long transcended its geek subculture roots. Roughly 67% of Americans (211 million people) play video games. Nearly half of those people play video games at least three hours each week.

Consumer spending on video games reached $19.5 billion in the first half of 2018 — a 40% year-over-year increase, which is exceptional for a mature market.

Numbers such as these provide a window into the massive size of the gaming market. Video games, aided by the ubiquity of smartphones, have become an ingrained part of our culture.

As such, it’s now a critical —and under-leveraged — segment for marketers. To help you better understand how to market to gamers, let’s take a closer look at some critical “dos” and don’ts” involved with the process.

Why Twitch-ing is Essential

Live streaming platforms (like the aforementioned Twitch) have been critical to the growth of gaming. These platforms allow gamers to broadcast their own in-game exploits to a global audience, earning feedback — and often donations — in the process. It’s a business model that older demographics don’t always immediately grasp (people really pay to watch other people play video games?)

The answer is yes, and in massive numbers. Twitch’s growth has been nothing short of explosive (Amazon paid nearly $1 billion for the platform, which now has 15 million daily users).

Twitch and other live streaming platforms have  been a vehicle for another market experiencing extraordinary growth: Esports. For the uninitiated, Esports are the gaming equivalent of professional sports leagues. Pro gamers compete in leagues based on popular titles (such as Overwatch and NBA2K) and earn significant sums of prize money and endorsements as a result.

Leveraging Twitch as a marketing channel is certainly a “do” if you’re seeking to engage gamers. The easiest way is through influencer marketing — a practice that’s extremely popular within live streaming circles. Brands seeking to appeal to gamers through influencer marketing will have no shortage of possibilities on Twitch, as influencer monetization is one of the primary goals of many of the platform’s 3 million monthly broadcasters.

Brands can partner with influencers and run pre-roll, mid-roll and post-roll ads. Commercials can also be run periodically. The roster of brands pursuing influencer marketing on Twitch is impressive: KFC, Kellogg’s, and Duracell are just a few.

One important Twitch marketing “don’t”: Failing to do your research. Twitch broadcasters can be pretty freewheeling in terms of content, so it’s important for brands to vet each potential partner by reviewing archived content.

The Power of Community-based Gamer Marketing

Discord is a voice and text app that targets the gaming community. If you want to find where hard-core gamers spend their time online, look no further.

Because Discord allows you to create communities, it can be an indispensable tool for brands that are seeking to engage with gamers. You can easily create groups, assign admins and moderators, and invite new members.

Once a new group is up and running, brands can share information about upcoming events, offer special promotions and simply engage with the community. Access to gamers isn’t the only benefit of the platform; its native features make the platform more conducive to community building, and a better option for reaching the most dedicated gamers, than more limited platforms such as Twitter or Instagram.

When launching a new Discord channel, it’s important to garner as much attention as possible. Prizes or special offerings for the first 100, 1,000 or 10,000 members is a smart way to encourage participation — and a gamer marketing “do.”

Once a channel is operational, core marketing principles need to apply. Brands need to ensure Discord channels are engaging, active, and conversant with the natural environment.

Gamers have an uncanny ability to sniff out brands that make ham-handed attempts at relevance or connection. Engaging gamers without doing your homework first is a definite marketing “don’t.” Brands that want to be successful with the most hard core gamers need to make sure that their marketing efforts are sufficiently steeped in the culture.

Mobile Games and Cultural Sensations

When creating a marketing strategy for gamers, it’s also important to remember that the world’s most popular gaming platform isn’t a Nintendo Switch or Playstation 4 — it’s the smartphone in your pocket.

Ignoring mobile gamers is a serious “don’t,” as they comprise an enormous chunk of all gaming activity. Mobile apps such as Candy Crush, Pokemon Go, Words With Friends, etc. are used daily by a staggering 78% of smartphone users.

One final do: Leveraging the brand power of the world’s most popular games. Fortnite, for example, is a global phenomenon, generating more than $300 million each month for its publisher. Fortnite has also generated countless amounts of fan-generated content: Fail videos, viral dance challenges, etc.

Brands are working overtime to integrate their marketing and advertising efforts with cultural juggernauts like Fortnite — making such practices a certifiable “do” for anyone seeking to reach gamers.

The Takeaway

Given the size and growth of the space, gamer marketing has enormous potential. Yet many small to mid-sized businesses have failed to pursue this strategy because they lack subject expertise and a deep understanding of gaming culture.

That’s where Bigeye enters the picture. We help brands target the gaming market by devising engaging marketing strategies that gamers find relevant — and businesses find profitable. Please don’t hesitate to contact us today for more information.

Video Marketing: Still As Important As Ever

As we pass over into a new decade, video marketing continues to produce exceptional results for businesses around the world.

In 2020, the overwhelming majority of industry authorities confirm that video marketing remains a key driver of advertising and branding efforts in the United States and around the world.

Now in its sixth year, the annual State of Video Marketing Survey by Wyzowl determined that 85 percent of businesses currently use video as a marketing tool. These results show a 24 percent increase from 2016 when Wyzowl first included this question on its survey.

Additionally, Wyzowl determined that 92 percent of marketers who use video call it “an important part of their marketing strategy.” Only 78 percent of surveyed marketing professionals agreed with this sentiment just five years ago.

Video is popular

Quoting figures from another longstanding annual marketing study by Promo.com, the independent online news source Grit Daily shows that the high value placed on video by marketers is fueled by a ravenous appetite for video among consumers.

Grit Daily reports that, in 2019, 36 percent of the public watched two to five videos per day and nearly half of all people watched more than five videos per day. An astonishing 10 percent said that they watch “too many videos to count.” Summing the situation up, Promo.com CEO Tom More cited booming consumer demand for the flood of video content that businesses are current creating.

What’s more, this trend is expected to continue into the near future. The digital technology company Cisco projects that global IP video traffic will account for 82 percent of all IP traffic by 2022, up considerably from just 75 percent in 2017. This represents a fourfold rise in total Internet video traffic over a period of five years.

What, exactly, makes video so popular among consumers? Here are just a few reasons for video’s rise to prominence and continuing success in the modern marketplace.

1. Video is versatile  

From traditional commercial spots to informative presentations and “how to” videos, there is nothing that moving pictures can’t do. Consumers turn to the video medium daily for a range of practical and not-so-practical concerns.

2. Video is engaging and easy to digest

It has held true since the Golden Age of Hollywood: when it comes to entertainment and relaxation, motion pictures just can’t be beat! Today, video gives viewers a welcome respite from the excess of textual information that seems to flow endlessly from every online website.

3. Video is accessible

Anyone with Internet access or a wireless data plan can easily get online to watch a video with a single click of the mouse or touch of the screen. And businesses can easily supply video content to their target audiences thanks to incredible advances in video technology, both at the professional and amateur levels.

Video is effective

For all of the reasons listed above and more, businesses are turning to video in increasing numbers. The State of Video Marketing Survey reports that, of the 99 percent of video marketers who will continue using video in 2020, 95 percent plan to increase or maintain their spend. Even more remarkable, among businesses that don’t currently use video, nearly three out of five plan to launch their first video marketing efforts in 2020.


The reason for this is simple. Video boosts your bottom line. 88 percent of video marketers report that video gives them a positive return on investment. This figure is quite striking in light of the fact that only 33 percent felt similarly in 2015.

Examining the effectiveness of video from the consumer’s point of view, Grit Daily reports that more than 60 percent of Internet users visit a publisher’s website after watching a video, confirming that video’s ability to drive online traffic is simply unparalleled. Furthermore, nearly 60 percent of people stated that they “sometimes” remember a brand after viewing a video, and approximately 13 percent of people stated that they “very often” remember brands after viewing a video.

Even better, video skews to a decidedly younger audience demographic, allowing businesses to reach consumers with disposable income who have proven exceedingly difficult to reach using traditional marketing channels and techniques. And thanks to modern digital analytics, the effectiveness of video marketing is amazingly easy to track and quantify.

To learn more

In light of the overwhelming importance of video marketing, wise companies will seek the guidance of a full-service marketing agency with considerable video expertise. Bigeye can answer any questions that you might have about everything from video planning and production to online video distribution and analytics.

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