MGT 6311 MIDTERM CERTIFICATION
EVALUATION QUESTIONS AND SOLUTIONS
FULL REVIEW SHEET
●● Video Marketing - YouTube Stats
Answer: >2B visitors/month
●● Video Marketing - YouTube Stats
Answer: used by 3 out of 4 adults in the U.S.
●● Video Marketing - YouTube Stats
Answer: used by 51% of B2B decision-makers to research a purchase
●● Video Marketing - Digital Video Stats
Answer: 56% of videos published recently are relatively short in length
(<2 mins)
●● Video Marketing - Most Common Video Types
Answer: explainer video
product demos
how-to videos
testimonials
,●● Video Marketing - Facebook Stats
Answer: 85% of videos are watched without sound
●● Video Marketing - Impact of Videos on Emails
Answer: including "video" in subject lines increases open rates by 19%
and CTR rate by 65%, and decreases unsubscribes by 26%
●● Video Marketing - Impact of Videos on Emails
Answer: including an actual video in an email increases CTR by 200-
300%
●● Video Marketing - Impact of Videos on Conversion
Answer: consistent use of videos on website has a positive impact on
sales across industries
●● Video Marketing - Online Video
Answer: use of video on 3rd party sites or one of the organization's
social media sites
●● Video Marketing - Onsite Video
Answer: use of video on organization's website
,●● Video Marketing - Business Goals for Online Video
Answer: Communication
Sales
Lead Generation
Customer Service
Promotion
●● Business Goals for Online Video - Communication
Answer: powerful/effective medium for messaging, building trust, and
establishing credibility
●● Business Goals for Online Video - Sales
Answer: lower barriers to purchasing online
●● Business Goals for Online Video - Lead Generation
Answer: promote offline sale transactions
●● Business Goals for Online Video - Customer Service
Answer: facilitate customer education and self-service
●● Business Goals for Online Video - Promotion
Answer: create interest/engagement for brand offerings
, ●● Video Marketing - Tips for Video Content
Answer: Capture attention early
Shorter videos are better (unless content is education)
Keep video content casual & down-to-earth (no need to highly produce
every video)
Maintain relevance
●● Video Marketing - Business Goals for Onsite Video
Answer: Make website stickier
Capture customer/prospect attention
Create buzz through viral distribution (create new awareness/interest via
viral advocacy)
Disseminate information more clearly
Build product/service interest with human interaction
Entice conversion/purchase
●● Video Marketing - Best Practices of Onsite Video
Answer: Provide users control to stop, pause, rewind
Use text, music, images to support video context
Display video highlights: topic summary, duration, thumbnail preview
Ease of dissemination/share with other users
EVALUATION QUESTIONS AND SOLUTIONS
FULL REVIEW SHEET
●● Video Marketing - YouTube Stats
Answer: >2B visitors/month
●● Video Marketing - YouTube Stats
Answer: used by 3 out of 4 adults in the U.S.
●● Video Marketing - YouTube Stats
Answer: used by 51% of B2B decision-makers to research a purchase
●● Video Marketing - Digital Video Stats
Answer: 56% of videos published recently are relatively short in length
(<2 mins)
●● Video Marketing - Most Common Video Types
Answer: explainer video
product demos
how-to videos
testimonials
,●● Video Marketing - Facebook Stats
Answer: 85% of videos are watched without sound
●● Video Marketing - Impact of Videos on Emails
Answer: including "video" in subject lines increases open rates by 19%
and CTR rate by 65%, and decreases unsubscribes by 26%
●● Video Marketing - Impact of Videos on Emails
Answer: including an actual video in an email increases CTR by 200-
300%
●● Video Marketing - Impact of Videos on Conversion
Answer: consistent use of videos on website has a positive impact on
sales across industries
●● Video Marketing - Online Video
Answer: use of video on 3rd party sites or one of the organization's
social media sites
●● Video Marketing - Onsite Video
Answer: use of video on organization's website
,●● Video Marketing - Business Goals for Online Video
Answer: Communication
Sales
Lead Generation
Customer Service
Promotion
●● Business Goals for Online Video - Communication
Answer: powerful/effective medium for messaging, building trust, and
establishing credibility
●● Business Goals for Online Video - Sales
Answer: lower barriers to purchasing online
●● Business Goals for Online Video - Lead Generation
Answer: promote offline sale transactions
●● Business Goals for Online Video - Customer Service
Answer: facilitate customer education and self-service
●● Business Goals for Online Video - Promotion
Answer: create interest/engagement for brand offerings
, ●● Video Marketing - Tips for Video Content
Answer: Capture attention early
Shorter videos are better (unless content is education)
Keep video content casual & down-to-earth (no need to highly produce
every video)
Maintain relevance
●● Video Marketing - Business Goals for Onsite Video
Answer: Make website stickier
Capture customer/prospect attention
Create buzz through viral distribution (create new awareness/interest via
viral advocacy)
Disseminate information more clearly
Build product/service interest with human interaction
Entice conversion/purchase
●● Video Marketing - Best Practices of Onsite Video
Answer: Provide users control to stop, pause, rewind
Use text, music, images to support video context
Display video highlights: topic summary, duration, thumbnail preview
Ease of dissemination/share with other users
