Video Conferencing and the Changing Nature of Marketing Communication

Companies that utilize video telephony can shift 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, introduce ideas, collaborate and plan entire product launches, whether that 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 (S. residents logged 452 million person‑trips for business purposes in 2013, with 24% for meetings and events)1
  • Saving employees the physically taxing, time intensive travel experience
  • Eliminating the geographic limitations of working with groups in other states or countries
  • Reduction in company carbon footprint

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

High fidelity video conferencing allows users to connect seamlessly from any endpoint (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.2 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 changes in real-time securely and discuss the process in an ongoing manner. It reinforces the collaborative element that fortifies all parties.

As marketers, this works to our advantage: it helps us gain insight into company objectives and provides a medium that maximizes exploration in developing a successful go to market approach. 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 broadening in capability. We can speak to the array of benefits video conferencing offers the marketing environment 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. US Travel Org

2. Gigiaom Research

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