This document outlines 47 potential uses of video in an enterprise setting. They are grouped into categories such as customer reference videos, product promotion, corporate communications, training, advertising and marketing, PR support, event videos, and miscellaneous uses. Some key uses highlighted include customer testimonials, product demonstrations, executive presentations, training videos, website FAQ videos, internal communications, recruitment videos, and in-store videos. The document emphasizes that as video production costs decrease and video popularity increases, there are many opportunities for businesses to effectively leverage video.
Excellent isn't good enough anymore - now you need to deliver the experience,...Chris Parker
CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT.
This presentation was given during the 2010 CIO Day in the Netherlands (www.cioday.nl) and was a call to action for the audience to choose where they will be positioned in the future: supporting, inspiring or leading the customer journey.
Online Video - Great Ads For The Little GuyMorgan Brown
This is the presentation that TurnHere gave at the 2008 Kelsey Group conference. Titled "Great Ads for the Little Guy" it's the top 25 learnings we gleaned from creating more than 10,000 online videos for small businesses across the country.
Excellent isn't good enough anymore - now you need to deliver the experience,...Chris Parker
CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT.
This presentation was given during the 2010 CIO Day in the Netherlands (www.cioday.nl) and was a call to action for the audience to choose where they will be positioned in the future: supporting, inspiring or leading the customer journey.
Online Video - Great Ads For The Little GuyMorgan Brown
This is the presentation that TurnHere gave at the 2008 Kelsey Group conference. Titled "Great Ads for the Little Guy" it's the top 25 learnings we gleaned from creating more than 10,000 online videos for small businesses across the country.
Organizzare un party natalizio è un’occasione per celebrare i successi dell’anno passato e per consentire alle persone di fare networking.
Se ritieni che nella tua azienda i dipendenti vivano il party natalizio o più in generale qualsiasi attività extra-lavorativa organizzata dalle HR, come un obbligo fastidioso, probabilmente c’è qualcosa che non funziona nella Gestione delle Risorse Umane.
This presentation consists of the most basic understanding and elements of video content marketing and what it all entails, in terms of brands. Video content is the future of communication and the branding environment.
Organizzare un party natalizio è un’occasione per celebrare i successi dell’anno passato e per consentire alle persone di fare networking.
Se ritieni che nella tua azienda i dipendenti vivano il party natalizio o più in generale qualsiasi attività extra-lavorativa organizzata dalle HR, come un obbligo fastidioso, probabilmente c’è qualcosa che non funziona nella Gestione delle Risorse Umane.
This presentation consists of the most basic understanding and elements of video content marketing and what it all entails, in terms of brands. Video content is the future of communication and the branding environment.
Video marketing: what it is and how it can drive your salesMabox Marine
View the video marketing playbook, including the top 5 ways to gain most value from this tool, along with the top 5 types for maritime marketing success
Video content: Make instructive and connect with recordings that
feature your items or administrations, exhibit client examples of
overcoming adversity, or offer industry experiences
Video Vigilante : Rank No.1 on YouTube and Google MichaelWebsterII
In this eBook, you will discover the topics about getting started with video, what works for marketing, some beginning steps, what about your audience, what about length and mistakes to avoid.
Corporate Video Editing How Can it Help Various Segments of Your Business.pptxMotion Edits
Unleash the Power of Corporate Video Editing! Transform Your Business and Captivate Audiences Across All Segments. Discover How It Can Boost Your Success Today!
What to look for in a HK or SG Video Production Company (2).pdfApertureFilm
Make sure you are fully equipped with how to choose the right Hong Kong or Singapore video production company for your next commercial or corporate video project.
Video Marketing Trends to Incorporate into Your Marketing PlanJomer Gregorio
Elevate your marketing game with the latest trends in video marketing! Our presentation breaks down the must-know strategies to incorporate into your plan. Dive in for actionable insights that will set your brand apart. Ready to shine? Click to read now!
Full blog here - https://digitalmarketingphilippines.com/video-marketing-trends-to-incorporate-into-your-marketing-plan-infographic/
Content and Commerce converge through online videoChris Reighley
Content and Commerce converge through online video - a Webinar with Do-Ipse, Invodo and MarketLive.
Presented by Chris Reighley, Russ Somer and Kristi Burton
Softex would like to share our experience in creating animated promotional videos with you. With this document, we explore the process of this innovative marketing tool.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
2. Customer Reference
Videos
•Customer
Testimonials
•Success Stories
•Man-in-the-Street
interviews
•Video Case Studies
•Customer
Presentations
Product and Service
Promotion
•Product Presentations
•Product
Demonstrations
•Product Reviews
•Visual Stories
Corporate Video
•Corporate Overview
•Executive
Presentations
•Staff Presentation
•Facility or Equipment
Tour
•Annual Review
•Video Signature
Training
•Training Video
•Expert Video
•How-To Videos
Customer Support
•Post Sale Support
•Website FAQ Videos
Corporate
Communications
• Internal
Communication
• Event/Trade
Show Video
• Employee
Orientation
• Health, Legal &
Safety
Advertising ,
Marketing and
Promotion
• Commercials
• Viral Video
• Infomercials
• Content
Marketing
• Interactive Video
• Branded
Entertainment
PR Support and
Community
Relations
• Video Press
Release
• PR Support
Material
• Community
Relations
• Corporate talk
show/interview
• EPK(electronic
press kit)
Event Videos
• Event
Presentation
• Round table
Sessions
• Experts Q&A
Sessions
Misc.
• Recruitment
Video
• In-store Video
• Company Lobby
Video
• Mobile Video
• Market Research
& polling
• Video Magazine
• Behind the
scenes Video
3. Customer
Reference
Videos
1 Customer Testimonials : Nothing is more compelling than seeing and hearing your customer
(ideally in their own environment) extol the virtues of your products and services or explaining how
your company helped them to achieve their business goals. These videos usually run from fifteen
second snippets to a minute and are typically combined with or used to support other marketing
material.
2 Success Stories : Similar to a customer testimonial these videos run between one and two
minutes and follow an interview format where the person on screen answers questions posed by an
interviewer just off-camera. These videos are usually delivered as stand-alone marketing support
materials and are often grouped with other customer success stories.
3 Video Case Study : A video case study combines customer testimonials with more a more in-depth
explanation of how your company’s products and services helped your customer be successful.
These case studies usually incorporate two voices – a narrator and the voice of your customer and
can run anywhere from two to five minutes. The video structure follows the same “Problem, Solution,
Benefit” format found in a printed case study and usually include b-roll or other supporting text and
video.
4 Man-in-the-street Interviews : These videos are typically done to promote events and to build
buzz around coming events but can also be employed to capture ‘spontaneous’ responses to
targeted questions that help promote your product or service or to help differentiate the benefits of
your brand compared to the real or imagined problems associated with your competitors. Sometimes
these videos are genuine. Sometimes they are completely staged. ‘Authenticity’ is, in some sense,
becoming a style…
5 Customer Presentations. : If one of your customers is presenting at a conference, trade show or
event or even in your offices and is talking about your products or services either directly with you or
indirectly as part of a larger discussion this may be a perfect opportunity to capture the presentation
of video (with permission, of course) to re-purpose on your website and intranet.
4. Product
and
Service
Promotion
6. Product Presentations(or service) presentation videos are typically employed early in
the buying cycle. Product or service presentations focus on benefits and talk from your
customer’s perspective. They should speak clearly to how your product solves a specific
business, personal or economic problem that your prospect is experiencing. They are used
to help your customers and prospects differentiate between the benefits of your products
and services to those of your competitors.
7. Product Demonstrations Product demos show how your product works and highlight
the features that differentiate it from that of your competitors. Software screen captures, a
3D cut-away, or a high impact demo by a presenter are all excellent ways of showing how
your product or service works. These videos are typically used to influence a prospect who
is relatively far along in the sales cycle. In technology marketing these videos would be
targeted at the technical approvers who need to understand how something works. In
consumer marketing these would be targeted at the economic buyers of larger ticket items
who may be further along the sales process.
8. Product Reviews : The best product reviews are trusted third party reviews. Video
reviews can be found anywhere from YouTube to various business portals. To the extent
they are positive and promote your brand, they should be referenced. You can also partner
with trusted third parties to create product reviews for your own products.
9. Visual Stories : Quickly rising in popularity, visual stories employ illustrations,
animations and motion graphics with a voice-over to explain complex products or services
in a simple and compelling manner. These are sometime referred to as ‘explainers’ and
are usually between one and three minutes in length. A new version of this tool, used
primarily for entertainment, are websites that offer predefined characters and backgrounds
that you can both animate and add an automated voice to (sort of like building your own
Second Life commercials). You will begin to see many new hosted services offering
customizable cloud-based animation modeling options – some good and some quite awful.
5. Corporate
Video
10. Corporate Overview : These videos are the video equivalent of the ‘company brochure’ for small companies
– intended to give new visitors to a website a better idea of the company. Corporate overview videos typically
company history, key products, executives/owners and other top level business info. As the cost of video
production continues to decrease and the popularity of video increases you will start to see these videos being
replaced by multiple, more targeted video.
11. Executive Presentations : Whether you are preparing for a quarterly update, responding to a major event in
your industry or making a regularly scheduled presentation there is great value in presenting the “face” and
“voice” of your leadership team to all of your constituents.
12. Staff Presentations : Social media and other Web 2.0 trends have caused companies to reconsider how
they communicate with external audiences. Your senior leadership team should not be the first and only
consideration to represent your company. It is becoming more imperative to consider showcasing the people
that drive the day-to-day operations of your company. Customer service representatives, technical experts and
legacy workers are all valuable considerations for this new category of corporate video. Surveys show that there
is more trust associated with these employees than with senior management. When you are selling to
influencers in organizations (versus economic buyers or decision makers) it is especially important you represent
your company with people that your customers and prospects can relate to
13. Corporate facilities or equipment tour : Ten years ago corporate facility videos and equipment tours were
popular. Down-sizing, off-shoring, outsourcing, a couple of recessions and a hollowing out of North America’s
manufacturing base has change the priorities placed on these videos. Uniqueness is key to success here. That
said, it’s really not about you and your stuff any more – it’s about how you can solve your customers problems.
14. Annual Report / Review Public companies are legally obliged to create annual and quarterly reviews. As
well, larger privately held companies also create their own quarterly and annual reviews. As print continues to
fall out of favor video will either supplement or replace these materials.
15. Video Signature and Video Introduction: Social media sites like LinkedIn and Facebook are just starting to
enter into the corporate culture even though they have been part of the social culture for years. Other social sites
like web-based dating services are now commonplace. Video is becoming a key component in how you ‘sell’
yourself, in your private life… and in business. A video signature is a video (either embedded or direct link to
video) that is in the signature portion of your email. Introductory videos serve the same purpose – to give people
who don’t know you a better idea about who your are.
6. Training 16. Training: Corporate video first gained prominence with training
(service, support, sales, personal development etc.) and continues to be
one of the best uses of video. Online Video is a cost effective substitute
for in-class training. You can also easily integrate video into online
training management tools.
17. Overnight expert videos (Sales Support): If you serve a large
geographic area or sell through channels then it is well worth the effort to
put together short ‘overnight expert’ sales support videos that highlight
the key selling points, features, benefits, objection handling and follow-up
issues to consider by your direct or channel sales force.
18. Just-in-time learning (‘How-to’ Videos) :Contextual training videos
are becoming very popular on the web. ‘How-to’ videos, video manuals,
on-site video reference, quick assembly demos, and other types of video
are being used to supplement or replace traditional training. Mobile video
will increase the popularity of this type of video.
7. Customer
Support 19. Post sale support and maintenance: No one reads
manuals. You can save thousands of dollars of post sale support
by creating informative assembly, installation and maintenance
videos for your products and services.
20. Website FAQ Video : In certain formats video can be a
suitable replacement for text where an authoritative voice,
support materials or other visual references are required. A list of
FAQ’s answered by a company expert is an example.
8. Corporate
Communications
21. Internal Communications : In larger companies few people have the time or interest to
understand what other groups or functions within the company do or even why they exist.
Internal videos that highlight business plans, new business activities and achievements can
improve knowledge transfer and lead to more effective communications. They are also a great
way to show off your local heroes. These videos can be either live or recorded and are typically
used in larger more geographically dispersed companies. As employees continue to work from
home these videos will become more important.
22. Event/Conference and Trade Show Communications. : Most companies spend a
disproportionate amount of their marketing budget on attending and participating in a variety
of industry events and yet only a very small percentage of employees ever benefit from these
activities. Share the knowledge gained at these events by capturing the presentations, demos,
interviews, commentaries etc. on video.
23. Employee orientation: Once your new recruits are on board employee orientation videos
are a great way to get new staff up to speed. Company history, structure, procedures, policies
and codes of behavior can all be communicated effectively with video.
24. Health, Legal & Safety: The cost of dealing with health and safety related issues within
organizations continues to grow. Video is one of the most effective means of minimizing these
costs.
9. Advertising
Marketing &
Promotion
25. Commercials : While advertisers are becoming more selective in how they chose to spend their promotional dollars with
broadcast television, other venues for commercials such as online video pre-roll, online sponsorships, in-game advertising, event
sponsorships and in-theatre advertising are starting to take the place of broadcast / cable commercials. A proliferation of video
screens cropping up on every building, device and structure will create an even more diverse set of advertising opportunities. The
challenge will be to create specialized content targeted to ever- shrinking niche audiences.
26. Viral Video :A video is viral if it is so compelling that people want to share it. (Calling a video ‘Viral’ doesn’t make it so). Viral
videos have to be extremely engaging, entertaining, shocking or meaningful to be successful. Unfortunately some of the most
successful viral videos have little connection (and therefore value) to any brand. Everyone references ‘Will it Blend’ but very few viral
videos are remotely this successful in actually driving sales. Viral video is very difficult to do well.
27. Email Video: Testing has shown that open rates can double if you include video in your email marketing activities. To be
effective the video should be purpose-built to elicit a specific conversion activity such as requesting a demo, more info, etc. E-mail is
seeing a resurgence with marketers and embedded video in emails (like gmail supports) or links to video in email is becoming very
popular.
28. Infomercials: Infomercials have been around forever. While they continue to be the primary focus of web-based parody videos
they have remained remarkably resilient over time. The shopping channel is, in effect, a 24 hour infomercial. If done well,
Infomercials can be very effective at selling certain consumer products.
29. Content Marketing: This is a broad category that will become very important over the next months and years. Much of the
content (video or otherwise) being created today by companies is focused on selling and focused on the brand. Focusing on solving
your customers problems first and then associating your brand with those solutions will be increasingly more important and
effective. (i.e. Home Depot has developed branded ‘how-to’ series that sits on their website and shows their customers how-to fix
various things around the house. ) What knowledge do you have that can help your customers and prospects. People don’t go to
your website to see your sales pitch. They go to see if you can solve their problem.
30. Interactive Video: The promise of interactive video has been around for years but we’re just starting to see companies build in
interactivity into their videos. You can build in calls to action, form fields, multiple scenarios and any number of engaging content
that get people to not just passively watch your video but actually gets them to start to interact with your video. Technology will play
a huge role in interactive video over the next few years. You can already see the foundations of this with YouTube allowing you to
add annotations and links to videos.
31. Branded Entertainment and Sponsored Video: Viral Video in many ways is just branded entertainment. There are many ways
companies can benefit from having their names attached to content. In the ’50 the ‘soaps’ were a great way for P&G and other
consumer companies to promote their brand. Everyday there is a new format for sponsored video being created for delivery on the
web. Many will fail but some will become hugely popular. Associating your brand with the right entertainment and informational
content on the web is a very interesting opportunity.
10. PR Support
and
Community
Relations
32. Video Press Releases: The standard four paragraph press release is now being supplemented with
video and rich media to tell a more engaging story. Video is now being purpose-built to directly
support the important company announcements. The new challenge for press releases is to change the
focus from the company to the customer.
33. PR Support Materials: Make it easy for networks, bloggers, news gathers and others to promote
your business and also to talk about your industry. Smart companies are developing video support
catalogs of company and industry related materials (b-roll, industry footage, sound bites etc) and
offering them to news and business portals. The demand for video is everywhere. If a news agency
(online or broadcast) is looking for stock footage to use in a story it might as well be yours. (assuming
the story is positive, of course)
34. Community Relations Video: If your company is out working in the community, being good
corporate citizens, helping the environment or contributing to important causes you should be
capturing those efforts on video. Show the world what you are doing, don’t just talk about it.
35. Corporate Talk Show / Interviews: Weekly newsletters require a lot of effort and the ‘open’ rate
on most of these is quite low. Companies of all sizes are now starting to develop talk-show format
video where a host interviews various people (either internal or external to their company) to discuss
things that are important to your audience. Think of it as the long tail of interviews where very
specific interviews are being delivered to very specific audiences.
36. EPK (electronic press kit): While EPK’s are still being delivered on DVD, web based video and
text are quickly replacing this electronic version of the press kit which became popular in the mid
90′s.
11. Event
Video
37. Event Presentation video : Events represent a unique confluence of
expertise and opportunity – often under-leveraged. Trade Shows,
meeting and conferences are usually attended by your top sales people,
your corporate executives, industry experts and other influential business
people. If you are speaking at an event or someone is referencing your
company you should be capturing this valuable content on video.
38. Round table Sessions: Take the opportunity at an event to corral
four to six of your best customers and other industry experts, put them
in room and video tape them talking about industry trends, business
issues and the future of your industry. This content will be the most
valuable content you could ever capture.
39. Q&A Expert sessions. :There are many opportunities to take specific
event participants to the side and take them through informal Q&A
sessions on various topics that matter to your customers. This content is
valuable lead generation content.
12. Miscellaneous 40. Recruitment Videos: Finding the best employees is the single most important function of any company and yet
comparatively small amounts of time and money are allocated to this critical task. Recruitment videos that feature
company employees, highlight corporate culture and promote the direction of the company can be very influential.
41. In Store Video: Wal-Mart has its own profitable in-store TV network that makes shoppers aware of new promotions.
LCD screens are ubiquitous. In store LCD’s will be networked and customizable offering you the ability to promote your
own goods and services or make money by promoting other complimentary services.
42. Company Lobby / Waiting Room Video: HD video screens are popping up everywhere – why not in your lobby or
reception where you can get a jump start on first impressions and also take advantage of a captive audience.
43. Mobile Video: Mobile video will soon be the largest video category outside of broadcast. In the short-run, mobile
video will consist of hastily re-purposed video made to fit on a mobile device. It will quickly evolve into a much more
specific format – i.e. five to fifteen second hyper targeted messages that are part of geo-located (‘location aware’) and
micro-niched promotions. Adding mobility (true context) to video will generate many new uses and formats for video.
44. Market research, focus groups and polling: Market research firms are now capturing the anecdotal feedback along
with the raw statistics of their research. If a picture is worth a thousand words then a video of your customer describing
her likes and dislikes of your new product is priceless. Go to YouTube to see how people are describing your products
and services.
45. Video White paper: Video white papers have evolved over the last years from basically a person reading a white
paper on camera (what’s the point) to a professional delivery that is accompanied by charts, graphs and other visual
references to make the presentation more valuable.
46. Video Magazine: Some video production companies specialize in helping companies deliver serialized video content
to their customers. Like the name implies video content is created on a regular basis (usually monthly) that customers
and prospects can view through a subscription service. While it makes sense to apply tradition formats to new technology
and ideas, not all ideas transfer as elegantly as others.
47. Behind the Scenes Video: Personalize your brand. Open up the cultural veil and let customers and products
understand who you are – a group of humans rather than a ‘brand’. Authenticity is important.