In the most recent McKinsey Quarterly (free subscription req’d), David Edelman correlates the use of an integrated online marketing strategy to increased sales:

Active digital marketers tend to devote about 30 percent of their marketing budgets to paid media and 50 percent to content. Customers do more of the heavy lifting as they decide what to look at, play with content, and forward it to their online communities.

For most companies, video offers companies the best opportunity to create content that customers truly want to look at and forward.  If you agree with Edelman’s assessment, using tools like video to increase customer engagement could be the key to capturing more qualified online leads, and in turn increasing your company’s online revenue.