Video Marketing is quite simply the production of video content by a company or brand, that aims to inform their viewer, sell to them or achieve cognitive change. Before it can do that however, it does of course have to be SEEN. In this article we'll take a look at what video marketing is and how it has grown in to a viable business tool.
Online video marketing differs from traditional broadcast because of its shareability, its interactivity, its ability to be targeted and most importantly, measured.
Back around 2006 YouTube was still a bit of an unknown quantity in the online world, as with many new platforms and technologies it wasn't entirely trusted or understood by businesses and for a long time YouTube was the home of very amateur content and pirated commercial material such as music videos. Internet speeds and other web technologies weren't refined enough for YouTube to be a household platform but its raw and desirable content did mean that it started to generate an audience and a user base. As the user base continued to grow then of course marketers started to take notice - you go where the people are, but even then very few brands managed to capatalise on the platform. One of the earliest success stories however was Samsung, who created one of the first examples - in my mind - of genuine, viral content.
So Samsung held its nose and entered the world of YouTube with 'It's Flicky' a parody music video of Run DMC's 'It's Tricky' but using the flick mechanism of their X830 mobile phone. Looking to all the world like an amateur student video, but with that little spark of creativity. 'It's Flicky' became an instant hit on the teen-orientated platform and quickly 'went viral'. Comments under the video echoed with pro-purchase sentiment, unaware they were secretly victims of stealth marketing!
Nowadays video is such an integral part of communication online that YouTube is not the only arena in which to deploy and use video marketing. Email, blogs, websites, apps and social media are all opportunities to market your videos, measure the results and achieve your objectives.
Whole campaigns are launched via video and because of the shareability of great productions, it has become one of the most desirable forms of content creation for many brands.
Video marketing, often hand in hand with YouTube, is employed by some of the biggest global brands such as Old Spice, Coca Cola, Volkswagen, Geico and T-Mobile to communicate and entertain their customers. It's also a valuable marketing opportunity for smaller brands, allowing them to creatively go toe to toe with larger corporations and provide a unique insight in to their business and objectives.
Online video marketing differs from traditional broadcast because of its shareability, its interactivity, its ability to be targeted and most importantly, measured.
Back around 2006 YouTube was still a bit of an unknown quantity in the online world, as with many new platforms and technologies it wasn't entirely trusted or understood by businesses and for a long time YouTube was the home of very amateur content and pirated commercial material such as music videos. Internet speeds and other web technologies weren't refined enough for YouTube to be a household platform but its raw and desirable content did mean that it started to generate an audience and a user base. As the user base continued to grow then of course marketers started to take notice - you go where the people are, but even then very few brands managed to capatalise on the platform. One of the earliest success stories however was Samsung, who created one of the first examples - in my mind - of genuine, viral content.
So Samsung held its nose and entered the world of YouTube with 'It's Flicky' a parody music video of Run DMC's 'It's Tricky' but using the flick mechanism of their X830 mobile phone. Looking to all the world like an amateur student video, but with that little spark of creativity. 'It's Flicky' became an instant hit on the teen-orientated platform and quickly 'went viral'. Comments under the video echoed with pro-purchase sentiment, unaware they were secretly victims of stealth marketing!
Nowadays video is such an integral part of communication online that YouTube is not the only arena in which to deploy and use video marketing. Email, blogs, websites, apps and social media are all opportunities to market your videos, measure the results and achieve your objectives.
Whole campaigns are launched via video and because of the shareability of great productions, it has become one of the most desirable forms of content creation for many brands.
Video marketing, often hand in hand with YouTube, is employed by some of the biggest global brands such as Old Spice, Coca Cola, Volkswagen, Geico and T-Mobile to communicate and entertain their customers. It's also a valuable marketing opportunity for smaller brands, allowing them to creatively go toe to toe with larger corporations and provide a unique insight in to their business and objectives.
About the Author:
Want to learn more? Join Ryan on his video marketing course'Video for Business', or visit Ryan Stone's blog, Retina Burn for more tips on video marketing and video campaigns.
No comments:
Post a Comment