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NEWS: Marketers divided on video content’s primary objective

Marketers are split when discussing the most important objectives of a video marketing strategy, according to research from Ascend2.

The study shows brands are most keen to employ video content as a way of increasing brand awareness (47 per cent), closely followed by increasing online engagement (45 per cent).

Other important objectives include improving customer education (43 per cent), increasing leads generated (41 per cent) and conversion rates growth (34 per cent).

The relative similarity in the level of importance given to each objective shows how relevant marketers feel video is to meeting their aims.

Less significant objectives include increasing sales revenue (26 per cent), improving lead nurturing (22 per cent) and increasing website traffic (20 per cent).