As C-suite marketers, over the past few years we’ve become comfortable with the idea of funneling a large percentage of our budgets into digital. Within just the past year, brands practically doubled their investment into the production of compelling video content. This is hardly surprising, seeing as YouTube has become more popular than TV and happens to be the second largest search engine in the world.

Our potential customers are spending more and more of their time online, and a growing percentage of that time watching video. Cisco estimates that by 2018, video will make up 87% of all online traffic. One of the things that makes video so exciting is its accessibility. Anyone with a smart phone can create a video that has the potential to cause an explosion in sales and brand affinity. So what separates the winners from the losers in the game of video marketing?

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