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Showing posts with label Internet video marketing. Show all posts
Showing posts with label Internet video marketing. Show all posts
The Future of Online Video for Marketing and Advertising
by: Jeanne Mayeux
The line between what is online video and TV is quickly fading. People can watch most TV programs across on their mobile phone, laptop, iPad etc. through sources such as Hulu, Netflix, and even the networks' own websites. We can watch and share web videos on our flat screen TV via GoogleTV or Apple TV. So I think we're getting close to dropping the ‘online’ from online video. Television and the Internet are on a collision course.
Hyper-fragmentation of these audiences is providing new opportunities for advertisers to find the exact audience that is riveted to their message. This lean forward audience wants to hear their message.
Web platforms such as YouTube and Vimeo have leveled the playing field, giving the little guy the same chance at exposure that the established content creators have always had a monopoly on. The key is to be original and to really use the web medium to its fullest potential.
Video marketers and advertisers will be able to take advantage of web video by making their "ads" destination content by taking advantage of what the Internet can do. For example ads that allow viewers to choose the ending: Like Zombie Pizza Delivery from a NZ pizza restaurant.
OR audience participation like Subservient Chicken from Burger King.
http://www.bk.com/en/us/campaigns/subservient-chicken.html
Internet marketing
Digital Video Marketing
Through Storytelling
Whether it’s the mass market or the farthest end of a long tail, digital video can give you the opportunity to gain highly targeted new prospects and also to improve your relationship with existing customers. Good marketing is storytelling and there is no better medium for that than video.
YouTube and Going Viral
A dedicated YouTube channel builds brand awareness, develops relationships, forms communities. Objectives should include a targeted distribution strategy that guarantees exposure to the desired, most relevant audience. Once you target this audience it will grow exponentially on itself.
A dedicated YouTube Channel can create connectivity when integrated with P2P sites such as Facebook, Twitter, iTunes, Linkedin, Ask, blogs, wikis. A targeted distribution strategy should utilize video search engines and mobile optimization. Online video seeding can also be accomplished through distribution services like Brightcove.
One of the major driving forces behind making a video go viral is embedding. Users are able to share your videos and put them in blogs, social networks, even emails.
All of these efforts will come to a tipping point for your campaign. A key marketing objective should be to achieve a viral impact through user recommendation or “word of mouse” spreading the content exponentially.
The community is in control. It is important to let go of this control. Encourage your audience to share your content and with gentle monitoring and guidance give the community the opportunity to keep the conversation going by sharing your content.
Storytelling
Facts and figures about your company still matter but storytelling will engage your prospects. It takes stories to connect with customers on an emotional level. You need to understand how your brand's products and services meet a customer's emotional needs. Documentary style authentic, personal profile videos will illicit an emotional response with your target prospect.
Video storytelling grabs your attention from the start, pulling you in and taking you on an adventure along with characters and situations you can believe in and associate with elements of humor, drama, spectacle, action or mystery. All the while cutting through any marketing hyperbole and inwardly focused messaging because good storytelling is about engaging with an audience and tapping into their needs, passions, and fears.
Case Studies
The College of William & Mary showcased personal and inspiring student stories on YouTube and other marketing channels. It only took six months for W&M applicants to increase by more than 100%. Other companies successfully using advertainment by telling a personal story through video are IBM, Kleenex, Dove, Hitachi, Kashi and Donovan.
Bottom Line
Show, don’t tell and one last thing, make sure your message and story is consistent regardless of where it’s delivered. Inconsistencies degrade the power of the story and cause mistrust. Every brand has a story. Tell it well, and you'll give your customers a reason to believe in you.
Walmart Makes a Viral. Yes, Walmart
NEW YORK (AdAge.com) Michael Learmonth
Expect this to happen with increasing frequency: A major marketer not known for online antics hits the top of the chart via massive offline promotion. In this case, it's Walmart with one of its more popular TV spots getting nearly 1.7 million views on the web last week.
The Walmart spot was one of three new videos on the list. Also new is the first Super Bowl teaser to make the list, an ad from Bridgstone, which is sponsoring the halftime show with The Who.
http://adage.com/images/random/0210/viral-walmart-clown-100.jpg
The third spot to join the list comes from Nolan's Cheese and contains several creative elements that help illustrate why it's there: cuddly rodent in peril -- shock -- and, well, watch the video. The staff at Visible Measures has been watching this one build viewers for a few weeks before it arrived at No. 8. Obviously, this video had to earn its way on the list and it will be interesting to see how long it sticks around.
http://www.youtube.com/watch?v=CiFWZ8MC2cE
The other seven entries on the list are veterans, and part of substantial ongoing online campaigns. Worth noting, again, the staying power of Evian's skating babies, which have spent 30 weeks among the top 10, usually at No. 1. Evian's campaign, while down 13% this week, has racked up -- wait for it -- 71.6 million views overall.
Visit Michael Learmonth's post at Ad Age to view all top 10 Viral Videos
Internet Marketing via Video - The Future of Internet Marketing
via Video
- Engage via Video -
by Jeanne Mayeux
by Jeanne Mayeux
Internet Marketing via Video - The Future of Internet Marketing
by Jeanne Mayeux
“The gatekeepers have lost their power, and content producers have a never-before-seen opportunity to get their voice out and build brand equity. The cost of entry is now zero. Because it’s so cheap to get in, anyone can succeed as long as they’re willing to put in the sweat equity necessary to get themselves out there." (Gary-Vaynerchuk, http://tv.winelibrary.com)
The Internet is like the Wild West when homesteading meant you could take land for free just as long as you developed it. Well, the same goes for the Internet. Those who stake out their territory will be in the best position to profit from it in the future. And online video is part of that territory.
“We look at our Web business as a gold rush and it’s all out there for the taking . And the marketer that’s there first with great solutions and a Web site that’s easy to get in and out of is the one that’s going to win.” Bob Kraut, VP Marketing Communications, Pizza Hut, Inc (AdAge Digital Conference, 4/8/09)
There is no better way to engage an audience than video. Eye tracking studies (Jakob Neilson, useit.com) reveal that Internet users are skimming most Internet text, reading only 20% on an average page yet focus much longer on video.
Statistics reveal that 65% of people are visual learners and 30% of people are auditory learners. (Neil Fleming) So if you do the math, 65 + 30 = 95 then that pretty much covers everyone. Video is the best way to communicate with these types of learners. Here’s a bunch of facts and figures from the Neilsen 2009 Video Census (try not to skim it):
“The audience growth and engagement quotient of online video is forcing marketers to positively re-assess the value of the online experience… Regarding engagement, Nielsen IAG data indicate that the advertising impact of the Internet can add 15 points of lift above TV in terms of brand recall and 18 points of lift in message recall. So, not only is the Internet adding incremental reach to a TV media buy, but it is also creating significant additional effectiveness. Audience numbers for the last five years, video audiences have been growing at meteoric rates, surpassing e-mail audiences… From February 2008 to February 2009, the viewers of online videos grew 10%, the number of streams grew 41%, the streams per user grew 27% and the total minutes engaged with online video grew 71%.” (Nielsen Video Census, 2/2009)
Internet users want to be educated or entertained. They no longer tolerate broad stroke “in your face advertising”. Consumers appreciate companies that get to the point efficiently and clearly. You’re building trust when you delivering a relevant and informative message to exactly who wants to hear it.
“People are seeking out the new and the useful. This is the audience that doesn’t need to be interrupted because they are already listening.” (Seth Godin, Purple Cow)
Internet marketing via Video is the best way to increase user engagement, which leads to increased conversions. "Online video is the number one priority among all online marketing tools for 2010, and that finding directly ties into the high satisfaction levels for video implementation and its return on investment." (Rosenthal, TurnHere.com 2009)
Although lately, the buzz has been all about social media; it’s really online video that is taking over the web right now. Also no one has quite figured out how to monetize social media.
More Facts and Figures for Marketing via Video:
- Online video is the top marketing priority for 2010, edging out both email and search marketing.
- Companies are experimenting across a wide range of video marketing: 57% have created branded video; 40% have used video for product or service demos, and 37% for customer or employee testimonials.
- Branded content is the preferred online video type with the highest use among all video formats, the highest overall satisfaction levels and the highest likelihood of future use.
- The top reasons for video include: branding (60%), exposure on sites like YouTube (54.7%), and viral content (48%).
- Professionally produced content was overwhelmingly favored over user generated.
- 83.5% of respondents are already using online video in their marketing efforts in one form or another.
- 90.7% of respondents are likely or highly likely to use online video in their marketing efforts in the next 12 months
The survey was conducted throughout the third quarter of 2009, and included respondents from Fortune 500 companies, as well as regional brands, PR and traditional agencies. Surveyed companies had annual marketing budgets ranging from $100,000 to $5 million. (TurnHere's report is available here.)
MediaPost.com’s Predictions for Advertising via Video in 2010:
The traditional advertising market will shrink for several years. The projected aggregate advertising spend in 2014 will be smaller than what was spent in 2008. Internet advertising will increase from 8% in 2009 to 22% in 2010. Total media spending (television, radio and print) will decline 14.5% in 2009. Video will migrate to the Internet. Cable and satellite networks are evolutionary dead-ends that cannot hope to match the innovative pace enabled by the Internet. An estimated 10 million Americans watch Internet video on TV monitors via computers. Product promotion will replace product advertising. The Internet will redefine product promotions to fit into a larger context.
Conclusion
Businesses are becoming aware of the value of marketing via Video on the Internet. So, make sure you stake out your marketing territory via Video.
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