Hey there and welcome to another #trending in video blog by us over here at Best Made Videos®. I hope everybody is having a great week and a wonderful Wednesday. Today we are talking about an article from Forbes.com with the headline 16 Business to Business Tech Marketing Trends on the Rise in 2020. This was written by the Forbes communications council and was posted on May 11th, 2020.
They're talking about while tech is ubiquitous in the world today, it isn't necessarily selling itself. Business to business marketing professionals are needing to stay aware of all the latest trends in the industry, including those in video production and videography. They talk about trends changing and shifting so quickly that even most experts are finding themselves unaware of new video marketing strategies or approaches. As we continue in the year 2020 and beyond, we need to be aware of the trends that are going to be crucially important to the success of business to business marketing. To help with this The Forbes communication council came up with 16 different points that they believe are the most important business to business video marketing trends that we should keep an eye on in the year 2020 and beyond. There are a total of 16 tips and trends, starting with the idea of mastering the soft sell.
With COVID-19 taking over, they know that now is the time for compassion and understanding. The world truly is really from an unforeseen global pandemic. And we as marketers and video communicators need to lead with empathy. Now is not the time to push products or solutions, but it is important to create educational material and thorough leadership pieces that the company can use to soft sell while people are getting back on their feet.
Talking about click segmentation, the article notes that we are seeing tremendous growth in the number of brands that are hyper targeting their customers through video and other means using click segmentation in their email marketing. They're automatically segmenting email lists based on what people click on and the videos that they like to watch and the brands are seeing higher open and click through rates and lower unsubscribe rates because of it. Whether you are sharing videos through email or otherwise, click segmentation will help brands take their digital communication strategies above and beyond in the year 2020 and even further into the future.
The third note they talk about is video for humanizing business. The author of this article believes that humanizing business is a major current and future trend and he also believes that video is an effective method to deliver these messages. The article notes that people just don't read anymore, they're bombarded with too much content and videos are able to be personalized and directed to specific customers for things that they are expecting from the brands. The author jokingly notes that he is going to go off and create a thank you video for his team in helping with this article.
The fourth topic this article speaks about and something that we've written about quite a bit on the blog lately is video live streaming for digital communication. The demand for live streaming is surging now and will continue into the future. More and more people are viewing content at their home office or at their home in general, and as marketers we need to consider incorporating live video streaming into all of our campaigns and events, whether those are internal or external. The author notes that we will be faced with the challenge of creating entertaining and interactive content that is going to break through the clutter and impact the company's bottom line. The article also notes better video tools for communication and content with a survey from Hubspot Report noting that 92% of marketers say that video is an important part of their marketing strategy. The volume of video content being produced is going to be increased to best engage customers and employees. With this influx of marketers need an efficient cost effective tech solution like a digital asset management platform and this will help them store, manage and distribute content and future-proof their strategies.
The article notes that we are doubling down on intent signals and that marketers both video and otherwise are using search analytics to guide prospecting and digital advertising. The article notes quote, we are "fishing where the fish are biting no more standing on the dock waiting for the fish to swim past our website." The article notes said data-driven ads and outreach are increasing connections and hopefully contributing to more downstream conversions.
The article also talks about podcasts being the new normal and if you looked at any business to business tech marketing trend, experts are talking about podcasts and recording them. It's the best way to reach busy on the go tech marketers who are usually multitasking while also listening to podcasts. You can transcribe the podcast to create content that helps the same tech marketers in their search for more information on the trend. Along with podcasts using better and different tools to differentiate and target new audiences is also going to be important. The author notes a significant trend is having reliable online and social media monitoring tools to gauge legitimate brand sentiment. This would also help differentiate real audiences and those that might be synthetic bots who could be misleading and inflating your online numbers. The article also talks about personalized communications, which includes the videos that you are going to send out. Your potential clients and customers have different unique personas, identity identities and preferences. You need to treat them that way. Make sure to go beyond simple variables. One of the reasons our companies keep heavily investing in employees benefits virtual assistants is its ability to hyper-personalized communication at scale. You need to design your communications for an audience of one and in turn more of your audience will grow.
The article also notes that hyper relevance is all that really matters right now regardless of whatever technology you employ and the article notes that there are some great ones out there with intense signals, web personalization, sending platforms and marketing automation and other video services, but marketers are now in a world where they need to keep their ear to the ground and know exactly what their audiences are thinking. This is something that should be factored into any video content you are creating and any video messaging you are sending out in place of your brand.
This truly was an interesting article from Forbes.com talking about the 16 different business to business tech marketing trends that are going to be on the rise in 2020. As always, I hope you found some useful videography and video production tips and trends and I look forward to writing more on this subject in the future. Thanks again and have a great day. Stay safe!