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Time to Engage: Why You Need Video to Build Your Business

Rachael Taylor 23 Jan 2019
Paul Gibson at IoD Cambs Breakfast

Business leaders learn about the benefits of Video Marketing at IoD Cambridgeshire’s ‘8:59’ Breakfast Launch 

IoD Cambridgeshire celebrated the launch of their ‘8:59’ Breakfast series this month at the Bradfield Centre with guest speaker Paul Gibson, Managing Director of Go Vocal Video Ltd. 

Business leaders gathered at 7am to hear Paul give an engaging and informative presentation about the use of Video as a successful marketing strategy for promoting businesses. 

He took guests on an insightful journey explaining the entire video production process from the type of content needed to how to produce a film and where to display it for maximum engagement. 

As investment in traditional advertising is reducing, the rapid growth of the internet is making way for more modern, innovative and colourful marketing strategies, with video taking the lead in being the preferred way of consuming information. 

In 2017, Limelight Network reported that Millennials in the UK watch 5 hours and 11 minutes of video every week, a figure which is rising rapidly as video continues to be the most effective tool to engage people. 

While information is becoming increasingly more accessible to us, attention spans appear to be decreasing, which results in new generations desiring information in a more visual, succinct and memorable format. It is therefore no surprise that Cisco Systems predicts that by 2020, 80% of web traffic will be video only. 

If people are starting to desire information in video format, businesses need to identify them as a potential audience and adapt their marketing strategies to those peoples’ needs and expectations. 

With this in mind, Paul Gibson encourages directors to take every opportunity to engage in order to stand out from the rest and be better than their competitors; 

“It was great to see so many people there to understand better and take advantage of the huge benefits of video to build there businesses. Film is now a crucial part of engagement with a target audience, research shows that the majority of people want to consume information through moving pictures”, Paul reported.

The morning was rounded off with Paul’s top tips on ‘how to produce your own video’ with useful information on the different types of video production available and why certain styles are relevant to different businesses. 

Guests came away (at 8:59) with a new approach to digital marketing, recognising the use of video in business as one of the key ways to attract more customers. Guy Shackleton, Motivation Specialist at Positive Development says: “It was a fascinating and informative presentation. I must replace my current videos with better versions ASAP!”

IoD Cambridgeshire is holding their ‘8.59’ breakfasts on the third Thursday of every month at the Bradfield Centre and welcomes all IoD members and non- members to attend free of charge. 

The breakfasts are a fantastic opportunity for business leaders to meet, connect and discuss topical business issues over coffee while learning from others who are experts in their fields of industry.

More event information can be found via: iod.com/eastevents



Contact IoD East of England

For more information, please contact.

020 3006 2729

East of England

Branch and staff contacts can be found on the main Contacts tab


IoD East of England
The Bradfield Centre,
Cambridge Science Park,
CB4 0GA