Flimpbruary Day 3: Video Drives Landing Page Engagement

Digital marketing isn't all that different from other marketing tactics in the sense that marketers sometimes stick with the tried and true.

Landing Pages have been around since the dawn of Web. For email marketing, linking to a landing page was always consider a best practice. Even though there is a wealth of data to support the effectiveness of video landing pages, some marketers can't be convinced.

Creating landing pages or brochures without video could impact the efficacy of your marketing campaign. New research published by WebVisible found that video was the second highest landing page driver after click through to website. In fact, there was an 85% year over year growth in the number of video landing page views between Q4 2009 to Q4 2010, with 6.7% of all landing pages actions a result of a video view.

Video landing pages and video brochures are not only effective at driving engagement, but they are an extremely versatile marketing tool. Once a video landing page or video brochure has been created, it can be distributed via email, used in keyword advertising campaigns, leveraged for search engine optimization, shared through social network sites, and even targeted for mobile device viewing.

Our experience at Flimp validates much of WebVisible's research. Consider these statistics tied to flimp video landing pages and video brochures:

• 23% of flimp viewers initiate an action response
• 40% of flimp viewers watch the video to completion
• 1.3 minutes is the average flimp engagement time
• 98% of flimp viewers have successful video starts, which includes mobile smart appliance viewers

(Based on aggregate data collected since 2008 from over 500 video email campaigns and 12 million flimp viewers)

This is an example of a video landing page/video brochure that FLIMP created for our own marketing initiatives: