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RSSTwo years ago when online video burst onto the scene, the growth engine behind it was centered on consumer-driven uploading and sharing of video clips. At the time, commercial media companies were trying to take advantage of the migration of audiences to the Web and also open up new revenue streams through online video advertising.
Today, the growth engine behind online video has shifted dramatically. Video has expanded well beyond the media industry and into nearly every corner of the professional Web, as corporations, governments, non-profits and educational institutions look to use video as a cornerstone of how they communicate, market and inform on the Web.
With the explosion of online video adoption in the last two years, savvy marketers are now using video across their business to help build their online community, evangelize their products and engage directly with customers. The following examples are all our clients, but the video trend applies across many industries.
Building a community
Sun Microsystems leverages online video to help build community interactions and enhance the online experience of its developers, customers, partners, students and employees. The company uses online video extensively for product education, corporate communications and product launches through Channel Sun, its newest multimedia online experience. Community members and visitors to the site have on-demand access to a large library of video content, as well as the ability to comment on and rate the content to help foster ongoing engagement and interaction.
Evangelize your product
Serena Software recognized early on in the Web 2.0 era that video was a powerful force in promoting its brand and reaching customers directly. When Serena launched its "JUST @#$% IT!" campaign, the main video was placed on YouTube as a teaser to drive traffic back to the full campaign on MashupTV, where users could not only watch the video, but download free whitepapers and free trial software. The campaign drove thousands of viewers to the MashupTV site and tripled overall Web traffic to Serena's corporate site.
Boost customer engagement
Other companies like the San Diego Zoo and Kohler have launched online video initiatives to engage with customers in a more visual, impactful way. San Diego Zoo has the benefit of adorable, newborn animals to make its content compelling, but its videos also offer a detailed view of the conservation work zoo researchers are conducting to save endangered species in the wild and on-grounds.
Kohler has launched a comprehensive online video initiative to educate consumers on its range of products. This has proven to be extremely effective, as consumers making high-consideration purchases value the opportunity to see the product in action online. This can be accomplished more effectively through the use of video versus static images and text.
Online video has certainly become a powerful tool for marketers to expand their brand presence and reach customers and prospects in a new way. These companies recognize that when it is done effectively, video can be a major force in opening direct-to-consumer communications.
2 people recommend this article.
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This space is going to rock! www.eCreativeads.com
Nelson Cabrera - Founder - eCreativeads
Phillip: Looks like a very useful report, will check it out. Jim: Thanks. Fascinating vision for disintermediation.
Ruth Ann: The the "web of voices" idea is powerful. I think we're starting to see real progress here.
Marshall: Seems like Jim's idea is the logical extension of what you're getting at.
Lyn: It's interesting that your site has evolved to become almost exclusively video. We'd love to talk to you about how Brightcove may be able to help with your summer rollout.
Jeff Whatcott Brightcove
Phil Executive Creative Director
Cut to 2009, and we think the next frontier for brands will be to create their own entertainment that streams through their website. Look for mega brands like Toyota or Visa to fight for the distribution rights of big name programming usually handled by broadcasters. The content creating studios will eventually bypass the broadcast networks to deliver content directly to big brand websites.
Smaller brands and B2B companies will look to content creator like us to create original, affordable, recurring content that attracts and engages audiences. With topics that range from lifestyle to entertainment to technology and even recruitment.
It's going to be a great upcoming decade for content makers.
Jim Courtright Partner Big Thinking By The Hour, Inc. jc@bigthinkingbythehour.com
I have produced over 35 videos for Microsoft personally for their small business web site & they love it because it increasese time on site & sales conversion rates & that is what matters to them.