New Survey: The Growing Impact of Online Video

As we’ve posted before, online video is one of the most powerful storytelling tools available to content producers.

As this new survey from eMarketer shows, companies are getting the picture (or, um, video) and starting to “throw their weight” behind online video.

How are they using it?

For one thing, heeding our call that it’s more about “engagement than eyeballs,” they’re moving beyond video advertising and into the realm of two-way dialog with consumers.

They’re also utilizing video for product demo’s, video podcasts, and comedic shorts to push their products. It seems this new strategy is producing results.

According to the new eMarketer survey, “46% of US multichannel retailers picked video” as the most important feature of their site.  Additionally, “42.3% of respondents said they planned to add video capability in the next year.”

Online video has become a staple of companies marketing budgets — and for good reason.

“Creating an online video presence helps marketers facilitate an ongoing dialogue with consumers, boost brand equity, lure prospective customers and solidify support among brand loyalists,” eMarketer’s Tobi Elkin noted in the report “Consumer Packaged Goods Sector Taps into Online Video.”

With today’s internet speeds and the ever expanding 3G wireless market, consumers expect to see interactive features like online video.

In order to stay at the forefront of the marketplace, companies must include online video for future success.