Time to Get Cozy With Online Video

You may think it’s too far-fetched if you have a small budget or your tech-saaviness is towards the low-end of the spectrum, yet online video is worth a good, long look if you need to connect to customers (which of course you do).

A recent study from eMarketer and subsequent analysis from Mashable highlight the growth of advertising via online video. Certainly our customers’ use of and expectations for online video will also grow along with spending — there may come a time when the lack of online video in an online campaign will be a detriment, especially if your competition has compelling video. Throw in some effective SEO, some paid keywords, some offline marketing to drive online views…and you have a recipe for getting your butt kicked.

Are you using online video as a marketing tool right now? It’s time to figure out how it fits in your strategy and charge ahead. Can it create launch buzz for a product, walk customers through a process, or paint a picture via testimonials? How often will you refresh it to keep the campaign engaging? How will you carry it through all of your messaging? Are you maximing it with SEM/SEO? Can you use it to solidify a presence on YouTube, Facebook or industry/market vertical sites?

If it’s not in your mix, or not in your plans, that’s a risky strategy.


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