• by Jack Loechner , Staff Writer, October 6, 2015

Marketing Charts notes that almost 9 in 10 marketing, sales and business professionals surveyed around the world say that video marketing’s effectiveness is on the rise, according to the latest report from Ascend2 and its Research Partners. The survey, fielded predominantly among B2B respondents, finds just 15% reporting a lack of success achieving their objectives through video

Video is an extremely effective communications tool for engaging and educating customers, and to increase brand awareness, says Ascend2 in their new study. Video marketing is rated very successful at achieving important objectives by 25% of companies and another 60% rate it somewhat successful. Only 15% are struggling to achieve success with video marketing.

According to the study, video is an extremely effective communications tool, and business professionals from around the world find that increasing brand awareness is the most important objective of an effective video marketing strategy for 47% of the respondents.

The most challenging obstacle to video marketing success, according to nearly half of the companies surveyed, is lack of an effective strategy, with sufficient resources and budget, to produce compelling, critical to successful outcomes.

About half of the marketers surveyed consider customer testimonials, tutorial videos, and demonstration videos the most effective types of video content, though most effective type of video your company uses will depend on its unique marketing situation and objectives.

Video marketing effectiveness is increasing for 87% of companies, with about half of that saying the increase is significant. This change in effectiveness is considerable compared to other marketing methods and reflects a fast growing rate of video marketing adoption.

Lack of compelling content is a top challenge for video marketers due in many cases to the degree of difficulty required to create some types of content. The most difficult types of video content to create are customer testimonials, project reviews and case studies.

92% of companies outsource all or part of their video content creation to gain access to skills and production resources not available in-house. 22% outsource all video content creation compared to 8% that create video content entirely in-house.

Spending is not the primary factor for optimizing video marketing performance, says the report, as budgets are only expected to increase significantly for only 18% of respondents while effectiveness is increasing significantly for 43%.

For more information from Ascend2, please visit here.