AMPERAGE Marketing & Fundraising

One-Minute MarketerGoogle Says Video Empowers Actions

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Google Says Video Empowers Actions

We all know how important video is on the internet, but Google thinks nothing is more powerful than video for driving people to action.

In a “Think with Google” report, Google states that “video has long been seen as a tool to build brand awareness, but after looking at video trends … it’s clear that consumers use video at every stage of their journey.”

Video has replaced the operations manual and the manufacturer’s rep in one fell swoop. More than half of all shoppers say online video has helped them decide which brand to buy. Even though it seems that most people are watching funny videos, many are watching to learn new skills and pursue a passion.

Above all else, people don’t want actors or spokes models. Google reports that 3 in 4 people want to view YouTube videos that feature people who are “genuine, authentic or relatable.”

And if you’re not on YouTube with your video, then you are missing out on the 90% of people who say they discover new brands or new products on YouTube.  Video is where you need to be if you are on the internet.

Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.

After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.

He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”

Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”

One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.

Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.

Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.