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Webマーケティングの次なるマーケティング手法として注目を浴びている動画マーケティングは、企業がサービス展開する上で、「売上幅を最大限に、必要経費を最低限に」する効果的なコミュニケーション・パフォーマンス能力を秘めています。

大手メーカーが商品の使い方動画をウェブ上で活用して成果を上げています。ここで言う手堅くの定義としては、Webだけの動画施策で予算もそこまでかけずに成果を上げる、言い換えれば「ローリスク・ハイリターン」な施策と言うことです。 具体的にどうローリスクでどうハイリターンなのか？を噛み砕いておきます。

 

• わかり易く迅速なユーザーサポートとなり顧客満足度が高まること
• コールセンターへの問い合わせが減りコスト削減につながること
• 見る人が限られるため配信量が肥大化せず配信コストをおさえられること
• 視聴者の感性による当たり外れがなくイメージダウンなどの要素がゼロであること
• サポート動画の充実が安心感を生み販売にもつながること

 

イメージダウンなどのマイナス要素が少なく、コスト調整も効きやすい。サポートという言葉からはつながりませんが、近年のアクセスが多い比較サイト等の普及に見られるように、Webに真実を求めるユーザーニーズにも応えるコンテンツでもあります。

気付いたところはもうはじめています。今年するか、来年以降に先送りするかというだけです。