Meeting Mentor Magazine

March 2023

Sight and Speed

Sizzling Growth for Video Content Marketing
And Mobile Payments at Point-of-Sale

Online video for business-to-business marketing is sizzling, according to an annual trend report from Web Video Marketing Council, Flimp Media, and ReelSEO.
• 96% of B2B organizations surveyed (one-fifth were B2B marketing agencies) are engaged in video content marketing.
• 73% of respondents said that video is having a positive impact on marketing results, and 32% of them said “very positive.”
• Fewer respondents — 56% — see positive impacts of video on sales results.
• Increasing brand awareness and engagement is the No. 1 application for 80% of respondents; promoting product and services is second for 65%.
• 41% planned to increase spending on video marketing in 2015, yet 36% don’t have set annual budgets for video production or marketing.
• 83% embed videos on web pages or blogs; 49% use video content for email marketing and newsletters.
• 75% are optimizing video content for search engine optimization.
• Nearly a third (32%) of companies have been using video for marketing fewer than two years.
• Biggest challenge: Measuring ROI of video marketing investment (44%).
• Metrics respondents track: Total video starts (84%); average viewing time (59%); watch to completion (58%); email and social sharing (54%); demographics of viewers (37%); viewing device (35%).
• 58% use free video hosting and sharing services (e.g. YouTube and Vimeo); 28% pay for online video hosting and marketing platforms; 14% self-host.
Source: 2015 B2B Video Content Marketing Survey Results & Trends Report (

Paying by phone at the point-of-sale. You’re behind the times if you’re not accepting meeting payments via smartphones. The total value of these mobile transactions at the point-of-sale (POS) will grow 210% in 2016 in the United States, to $27 billion from $8.7 billion this year. That represents 37.5 million users in 2016, up from 23.2 million in 2015. And strong growth will continue, according to eMarketer research: $61.7 billion in transactions in 2017 (+128%) by 50.2 million users (+33.8%). Here are the big numbers: $375.82 in average spend per user in 2015 jumps to $721.47 in 2016 and $1,230.94 in 2017. — Maxine Golding

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About ConferenceDirect
ConferenceDirect is a global meetings solutions company offering site selection/contract negotiation, conference management, housing & registration services, mobile app technology and strategic meetings management solutions. It provides expertise to 4,400+ associations, corporations, and sporting authorities through our 400+ global associates.

About MeetingMentor
MeetingMentor, is a business journal for senior meeting planners that is distributed in print and digital editions to the clients, prospects, and associates of ConferenceDirect, which handles over 13,000 worldwide meetings, conventions, and incentives annually.

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