Using Online Video Effectively to Engage with Your Audience: Marketing has changed. Once, offering one killer creative or doing direct response was enough. Now that’s just the first act. In the participation age, consumers want an opportunity to tell businesses what they think of their content, services, image — and expect businesses to prove they’re listening. In this one-hour session, we will show you how to approach your video marketing efforts to leverage customer engagement. We will review how to create effective content and distribute it using paid and earned (free) media to get the most impact out of you videos.