Video Conferencing and the Changing Nature of Marketing Communication

Video Conferencing

Companies that utilize video conferencing can maximize valuable resources and elevate the conversation itself.

In marketing, communication is vital to any successful venture, and technology has revolutionized marketing firms’ capabilities. Now, marketers can interact with their clients from anywhere thanks to video conferencing.

 It is possible for us to meet with our partners and clients, introduce ideas, collaborate and plan entire product launches, whether that be in the corporate office or at a hotel in Spain. Colleagues can enjoy a veritable face-to-face presentation, reducing the expense, time and burden of travel. Executives can also multitask while they are traveling, using that valuable time to connect when they are enroute.

And when it comes to choosing a marketing firm, companies are no longer limited to working only with organizations in close proximity; they have much more freedom of choice in selecting a firm that is right for their products, services and operational style, regardless of geography.

 By implementing video conferencing, businesses see immediate results:

  • Reducing the need for a big travel budget
  • Saving employees the physically taxing, time intensive travel experience
  • Eliminating the geographic limitations of working with groups in other states or countries
  • Reducing the company carbon footprint

Additionally, with the recent outbreak of the coronavirus, video conferencing has become extremely important, as increasing numbers of people shift to working from home to reduce chances of spreading infection:

  • Zoom has added more users so far in 2020, than it did in all of 2019. 2.22 million monthly active users have been added in 2020, while 1.99 million were added in all of 2019[1]
  • Since the end of January, Microsoft Teams collaboration platform has seen a 500% increase in usage[2]
  • Google is giving away access to advanced features in Hangouts Meet to all G Suite customers. Normally Google charges $13 extra per user per month for these features[3]

So these are just some of the concrete benefits to implementing video conferencing. But what about the intangibles?

High fidelity video conferencing allows users to connect seamlessly from any device (laptop, tablet, smartphone) and this expands the opportunity for engagement. According to psychology studies, between 61- 65% of our communication is conveyed through body language and facial expression.[4] And these messages are the marketer’s bread and butter.

The real payload of video communication is the way it has changed how people interact altogether. Not only can we see each other’s faces and hear intonation, we are also able to examine the same documents, make secure changes in real-time and discuss the process in an ongoing manner. It strengthens the collaborative element that fortifies all parties.

As marketers, this works to our advantage: it helps us gain insight into client objectives and provides a medium that maximizes exploration in developing a successful go to market strategy. For decision-makers, video conferencing offers a deeper layer of connectivity and involvement that informs the process, inspiring confidence and reducing the opportunity for miscommunication.

The technology is only growing stronger, faster and broader in capability. We can speak to the array of benefits video conferencing offers the marketing process firsthand. It has enabled us to reduce expenses, improve the quality of life for ourselves and our employees while enhancing the overall experience for our clients.

[1] CNBC, Feb. 26, 2020 (link)
[2] The Motley Fool, Mar 11, 2020 (link)
[3] The Verge, Mar 3, 2020 (link)
[4] Gigaom Research