Recent research from Aberdeen Group shows marketers who incorporate video into their broader marketing strategy outpace those who don't. On average they see:

• 34% higher website conversion rates
• 50% higher revenue growth rates year-over-year
• 63% more company revenue attributed to marketing

The study also looked at how marketers were using video in their marketing strategy. The graphic below shows these results:

Video Marketing Initiatives:

The breakdown of video initiatives shows marketers finding video useful at multiple points in the sales funnel. In fact, this seems to reinforce the idea that video is becoming an integral part of a brands overall marketing strategy as opposed to one-off projects. The Aberdeen group identified "Best-in-Class" marketers as the top 20% of participating organizations. They measured this by looking at three metrics: the % of leads attributed to content marketing; the % of revenue generated from content marketing leads and the year over year % change in marketing's contribution to revenue. They then looked at how the best marketers used video compared to all others. 

This comparison can be used to identify must-use video applications for your organization. Video for websites and blogs is clearly essential. Social media usage is an area where you can definitely out-pace the non-video users in your space. The 12% delta in the usage of video management and hosting platforms shows that the more sophisticated video marketers are moving away from ad-hoc video posting to a particular communication channel (ie posting to YouTube) to a more integrated and cross-channel approach that is aided by a video management platform.