豆知識
公開日:2016.03.16

セールスのために動画の活用をする時代


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「2016年は動画元年」と言われています。ここ2年ほど毎年動画元年と言われていましたが、今年こそビジネスシーンでの動画の活用が本格化しそうです。

サイバーエージェントも動画関係に70億円の先行投資を始めました。LINEを大きくした森川社長はLINEを退職し、楽天などからの5億円の出資を元手に動画サービス「CCHANNEL」を展開しています。Facebookも昨年には動画に注力し、9月には売上げが前年同期比41%UPと動画広告とInstagram広告(動画含む)で売上げの押上げ要因になっているようです。各社が動画プラットフォーマーとして、しのぎを削り合いユーザーを集めだすということは、、

動画の流行は、私達中小企業にはどんな影響があるか?

それは動画を活用した企業がどんどん見込み客を獲得して囲い出すということです。原則の話しですが、文字(テキスト)よりも写真や画像よりも動画の方が情報を多く伝えられます。情報を多く伝えられるということは、自社の良さやアピールポイントを同業他社よりも多く見込み客に伝えられるという事。それはすなわち差別化です。そして動画を見るユーザーと言うのは昔で言うゴールデンタイムにTVを見ていたような購買欲の高い(ある意味では軽い)層です。

TVの視聴率が下がっている分、こう言ったところにユーザーが流れ込んでいるのです。今までリスティングやSEOで顧客を獲得していた企業も最近は競合も出し始めたので、CPCやCPAが高騰してだんだん費用対効果が合わなくなってきています。新たな媒体や集客手法として動画市場の伸びは各種広告に影響が出てくると思われます。

 

いくらで広告が出せるのか?

TVには広告は出せない企業でも、動画広告なら1クリック数十円~、1視聴数十円~広告が出せます。動画を作る単価も安くなってきていて、5万円からでも動画CMは作れます。もちろんこだわれば数十万円は掛かりますが、それでもTVCMよりは安いです。

TVは権威性もあり、リーチ数も圧倒的に高いので、出せるに越したことは無いですが、出稿審査や広告費も馬鹿になりません。その点、インターネットを活用した動画広告は、テレビほどでは無いにせよ消費者に適切に情報を届けることが出来ます。

例えば予算が10万円でも、YouTubeなどに動画広告を出すことも可能です。

 

 

ウェビナー(Webinar)の存在

ウェビナー(Webinar)とは、ウェブ(Web)+セミナー(Seminar)を合わせた造語でウェビナーと言います。要はオンライン上で行なうセミナーの事。パソコンやタブレット端末、スマホでも見ることが出来るので近年流行しています。

昔はセミナーといえば、会議場などに集まって、セミナー講師が話していることを聞き学ぶという感じでしたが、今やセミナーもWEBで行なう時代。地方の人も参加出来るので、かなりのニーズで、コンサル業の方を中心にウェビナーの活用をする方も増えてきています。

一度録画したウェブセミナーを配信し続けるので、自動セールスが可能になるのが良いところ。

動画を活用した広告は、ブランドイメージの向上は勿論のこと、コンバージョンの獲得にも結構コミットすることが出来ます。個人的には意外でしたが。。

これからの時代、競合に差をつけるためには動画の活用をオススメします。

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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