Online Marketing PROGRESS 77% Decision Point: Video Marketing Your next online a
ID: 434858 • Letter: O
Question
Online Marketing PROGRESS 77% Decision Point: Video Marketing Your next online advertising recommendation includes posting digital videos on branded websites and on social media sites. You ask the owners to create a series of entertaining informative videos to deepen consumer engagement with coffee and promote the new Caffè Gustoso locations The owners are skeptical about this recommendation and want to know how you plan on measuring the success of the videos. Which metric do you recommend to measure the success of the video marketing campaign? Select an option from the choices below and click Submit Purchase: To quantify the success of the video marketing campaign, you compare Caffe Gustoso's pre-video sales volume to post-video sales volume ld ? Word of mouth: To quantify the success of the video marketing campaign, you count the number of times Caffe Gustoso's videos are shared to estimate word of mouth. inquiry: To quantify the success of th e video marketing campaign, you compare Calfe Gustoso's product inquiry level pre and post-videg releaseExplanation / Answer
Product inquiry.
The purpose of the video is to generate interest, engage consumers and promote the new locations. Expecting sales to increase due to video promotion will not be the best idea as videos may not have a lasting impact immediately. In other words, the video will likely spread awareness but not create conversion. Secondly measuring the share statistics of the video explains the reach but does not explain the impact of the campaign. This leaves us with the product inquiry.
The video campaign should not be gimmicky to simply generate a large number of shares. At the same time, the video campaign will likely not be able to convert prospects into customers. However, what is possible is a middle ground – product inquiry. The video could likely generate interest in viewers so that they call and enquire about the product.
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