ETIM 9.0 has been released – what should be considered?
Since December 2022 there is a new update to ETIM 9.0. Almost 5000 change requests submitted from 20 countries have been processed, 200 new classifications are included in the new version.
Videos are among the most popular content formats in 2022, also for showcasing brands and products skilfully for the relevant target group. However, knowledge of this trend goes far beyond the format requirements of YouTube, Instagram and TikTok, because videos are now among the most important components of a successful marketing strategy. After all, visual messages stimulate the viewer’s imagination. Stories take place visually, which are emotionally linked to a product and a brand and kept in mind.
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Videos are the most efficient way to demonstrate a product and its benefits to online shoppers. Especially in the case of complex products that require explanation, videos help to reduce the purchase risk and speed up the purchase decision process. Product videos also enable customers to perceive products from all angles online, which contributes to a better shopping experience and boosts confidence in terms of product quality. Videos also lead to longer dwell times, improve conversion rates and organic rankings.
"Product videos improve organic ranking in search results by up to 157%. Plus, 64% of users say a product video directly influenced their purchase decision."
Long-standing studies show that about 16% of companies that have not yet engaged in video marketing simply do not know where to start. 23% of the companies surveyed, on the other hand, do not find the time for this discipline. 79% of companies plan to use videos in their product communication in 2022. The topic of video marketing is thus becoming a much stronger focus.
„Globally, consumer Internet video traffic will be 81% of consumer Internet traffic in 2021, up from 72% in 2016.“
Beyond the mere creation of visual content, however, the second basic component of effective video marketing is often neglected: A practical solution to manage, customize, and deliver that content and comprehensively evaluate its performance. A clear, transparently understandable and secure digital asset management (DAM) system organizes and manages multimedia files in a uniform way, simplifies the search for them by means of tags and filter functions, and impresses with its high compatibility with all common image and video formats.
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This means that content can be output efficiently for all relevant target platforms, despite constantly changing trends and requirements. But how do these look in practice in 2022?
In order to achieve high reach with video content on the major social media platforms, on marketplaces, and in online stores, the user behavior of the target group must first be understood. Current surveys show, for example, that by May 2022, 58.26% of all web traffic was generated via mobile phones. This has direct implications for video content consumption, especially in public environments:
„69% of people report viewing videos without sound in public places.“
Figures like these clearly show that video content has to suffice without advertising-effective audio design in large parts, which means that visual aids are gaining enormously in importance. Captions, for example, which are synchronized with the visual content, have become popular tools for providing the user with an understandable context for the content or for integrating advertising messages naturally into the visual events.
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Call-to-actions (CTAs) are another indispensable tool. These often take the form of targeted calls to action that are intended to lead to a subscription or the activation of a notification when a content creator publishes new content. Visual overlays, through eye-catching icon pop-ups or similar visuals, are also frequently used. No matter what CTA follows the content, it is an effective way to increase conversions in any case. This is especially true for personalized CTAs:
„Personalized CTAs convert 202% better than default versions.“
The attention span in which users can be engaged with video content has also declined rapidly over the past two decades. A 2015 Microsoft study, for example, found that the average human attention span has dropped from 12 seconds in 2000 to just 8 seconds in 2013. Even a goldfish can focus on one thing longer, with an attention span of 9 seconds. The reasons for this are the many different influences and stimuli to which we are increasingly exposed on a daily basis. Marketers therefore need to rethink and produce shorter, snackable content.
Attractive thumbnails, captivating soundbites and the visual introduction, for example through a highlight preview or a short intro, are just a few examples of the many important editing challenges that therefore have to be mastered in video production. The demand for audiovisual data is growing continuously in parallel with these new tasks, resulting in extremely large volumes of data. So how do you properly deal with such mountains of data?
Digital Asset Management (DAM) provides a central and effective tool for easily managing video footage, high-resolution images or audio data, for example. The recognition value of brands and products, which is created by adhering to corporate design and corporate identity guidelines, can thus be consolidated and maintained even in the case of more extensive changes, for example as part of a rebranding.
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Video marketing is also a complex and strategic process that often requires more than just coordination with internal departments. A transparent DAM provides fast and at the same time secure access to relevant data that can be shared with multiple external stakeholders, e.g. sales partners or marketing agencies. This enables a logical and multi-step process in the implementation of strategic actions. Content can be shared individually, so there is no haphazard dissemination of data, for example during campaign preparation. This makes a DAM not only convenient, but also a real benefit in terms of internal data security. Additional functions, such as setting expiration times and specifying individual access rights more precisely, round off secure data management.
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Modern digital asset management, such as prodexa Cloud, offers a whole range of additional management and allocation functions. Convince yourself of the advantages of prodexa Cloud for your industry and your omnichannel strategy in an individual and non-binding online demo
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