Attracting consumers solely offline is no longer viable. According to Retailing Today, 81% of shoppers conduct online research before making big purchases. The message is clear. Consumer behavior changes, and most often with technology. However, while e-commerce helps attract sales leads, conversion remains a larger issue. Traditional marketing strategies outline what is known as the Buyer’s Journey. A consumer is led through three stages: Awareness, Consideration, and Decision. In other words, someone discovers a product or service, considers a purchase, and finally chooses to do so. An often overlooked and vital tool is video. Most marketing techniques cannot get someone to pass the first or even second stage. Video is unique in how engaging it is, and it enables prospective leads to become qualified sales leads. At this point, video can be crucial. I will be examining how video can be used in each stage of the Buyer’s Journey and explain as to why it is such an effective tool and asset. This project will seek to report the importance and effectiveness of video in marketing.