Optimizing Product Videos to Impact Consumer Intent

From a business perspective, there are plenty of reasons why product videos and other forms of dynamic online content are essential components in any multichannel retail marketing strategy. But like any other marketing investment, product video spend needs to be weighed against expected business outcomes, return on investment and other factors. The key question isn’t whether to implement product videos into a brand strategy, but rather how product video spend can be leveraged to maximize consumers’ intent to purchase.