Increasingly, online video has become an important part of every digital marketer’s toolkit. Online video is mostly being used to educate as well as to communicate, interact and build stronger relationships with consumers.
When approaching online video, some companies take the more traditional, advertising-oriented, approach. They post their T.V. ads on online video sharing sites like YouTube, hoping that more people will watch their commercials. I have to accept that this approach has been useful for some companies. However, some marketers have been able to utilize online video to engage consumers and establish more profitable long-term relationships with them.
Some companies are posting videos of their members discussing industry-related news, talking about specific trends, or simply showing new products and services. This positions the company as well as its members as experts in their field. People watch their videos to learn about their industry, and the company and its members are viewed as knowledge resources by the public.
Other companies are creating how-to videos for their customers. For example, Word Press offers short videos explaining, step-by-step, how to set up a new blog. Their purpose is to show consumers how to get the most out of the company’s products and services. This gets the customers’ attention and helps them have a more enjoyable product/service experience.
Moreover, other organizations are using video to interact directly with consumers. The most relevant example at the moment is Old Spice’s now famous Old Spice Guy campaign; the Old Spice Guypersonally responded to comments and requests posted by his followers using short videos on YouTube. Old Spice sales skyrocketed!
Now, people are consuming videos on their mobile devices, which means that they could be watching (and sharing) your videos wherever they go. We should all pay attention to that area of digital marketing in the upcoming months; there is great potential