Video Marketing 2012
I’m hosting a webinar tomorrow on Video Marketing. Video has always been a compelling way to market products & services.. it’s what powers the TV industry right? Using online video for marketing is very different though. Sure you’re still conveying a message but the way you convey it, what you convey and how people find this message are very different to TV. Today I take a look at what Yellow Pages are doing for their clients with YouTube and I find it a little odd but it is a good reference point to show you what I mean.
Interruptive or Connective?
Their are two main types of online video marketing as I see it. The interruptive type and connective. The interruptive type is typically the ad that runs before a piece of content you want to watch. We see this a lot on news sites and these ads typically resemble TV advertising. It interrupts what you really want to watch. The connective type of video marketing is something your customers seek out. It is the piece of content they want to watch. It’s like the difference between a press release and a blog post. The Yellow Pages videos fall into the interruptive category, the ones I’ve seen anyway. Do you try to skip the pre-roll ads on content? I must admit I liked the Matthew Broderick Super Bowl ad but I had to think hard just now what it was for. If your online videos are purely about promoting your services in the traditional ways you are unlikely to get viewers coming back. You have the power now to have your own “TV” show. What do you talk to your customers about? What are common problems they face? How can you help them via video? This is what will establish you as an authority and help you stand out from your competitor with the “cheesey” ad.
Here’s my cheesey ad for the webinar. 🙂
You can book here http://learn.gotowebinar.com/forms/09Feb12-ANZ-G2W-WBR-L1?ID=70150000000Xty3
Jim’s been here for a while, you know who he is.
