Digital Video Marketing.
Video for business has grown into a crucial part of any company’s tool kit. Video marketing adds an extra layer of excitement to any marketing campaign and engages the customer or viewer on their own terms and often, in their own homes. But why has video for business become so powerful and persuasive. To examine this we need to look at the different generations that form the internet age and why they have been the ones who have driven this movement.
Its quite a bold statement but we should accept that the strength of digital video marketing stems form the fact that the viewers (or customers) have a key part to play in the conversation and have essentially dictated the terms of how they would like to engage with us as businesses or organisations.
The rise of video marketing is not a product of a forward thinking cool marketing agency or the child of a heavy weight corporation. Instead it’s a truly customer led format that lives or dies based on their demands. It’s here that its power essentially stems from.
History of Video Marketing
Online video took a long time to arrive in its current format. The initial incarnation of the web as we know it wasn’t able to deliver video in the way that matched our appetite for it. Viewers wanted quick, easily accessible bite-size information delivered in videos that were of high quality.
The web simply wasn’t upto this. Digital video marketing couldn’t be delivered to mass audiences due to restrictive bandwidth and data charges that made streaming far too expensive for most companies. However the advent of dedicated video delivery sites such as youtube changed this forever.
The poor user experiences that we’d previously had with online video are now a thing of the past and the days of waiting an hour to stream the spiderman trailer at a screen resolution the size of a postage stamp are thankfully long gone.
Give It Time
However what’s interesting is that users didn’t abandon their desire to frequently watch online video during these early teething troubles. No one was put off to such a degree that the medium was dead in the water and we were prepared to give it time. Our desire to consume information via web video was so strong that we waited and waited until finally it was fit for purpose, and then, we jumped in head first.
Many internet and social media users are from the original TV generation and recent users are born with an ability to quickly and efficiently consume, interpret, filter and judge video content in a matter of seconds.
Today users will either engage with video content or switch off very quickly and it’s this personal selection that makes the bond with what they DO decide to watch a powerful one. The online video experience seems like the most natural way to watch content and the advances in streaming to tablets and phones only strengthen our belief in the medium.
It’s this belief that makes video for business the perfect way to engage in conversation with customers. I use the word conversation because the viewing experience is anything but passive and the viewer has made several decisions before watching your video content that help us understand why the medium has such power.
The business world is now in a fully fledged romance with online video and it will be interesting to observe where we go from here. One thing is certain and that is that the future of online video for business looks bright and mutually rewarding for both business and customer.