• What are the benefits of using video in online marketing communication?

    A video with a clear concise message, embedded either on your website or Facebook profile, will attract your visitor’s attention by generating an almost instant emotional response. Video, as opposed to text, is very engaging, it stimulates more senses and allows for passive receiving of information. According to emarketer.com, a majority of businesspeople surveyed by Forbes in October 2010 said they watched more video currently compared to last year. Virtually 60% of respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than browsing text for examining business information.

  • Can video help web sites rank higher?

    Yes indeed. One of Google’s algorithms to measure the overall “quality” or “relevance” of the web page compared to others in the same or similar category is the amount of time a visitor spends on a given web page. The longer he or she stays there before hitting the “back to search results” button or going to a new URL, the higher is the ranking the page receives. By deploying videos on your individual web pages and by engaging your visitors to stay to watch them, you will improve the overall ranking of your web site. Deploying videos may in fact become part of your Search Engine Optimization (SEO) strategy.

  • What is the reach and impact of advertising online versus on TV?

    Online video is not yet a platform to repurpose existing TV ads. The media reach of TV (85.5%) is still higher than that of the Internet (69.9%) according to BBM Analytics RTS self-reported study conducted in 2008-2009, and there is also a fundamental difference between the two media in how advertising reaches audiences. The answer is to develop a strategy that combines the reach of the television with the benefits of the Internet.

  • What is the fundamental difference between TV and online marketing?

    TV ads have an enormous reach, but TV’s status as a passive medium lowers its efficiency. A certain percentage of the viewers exposed to a TV ad will not pay attention or be interested in the advertised goods or services. In order to maximize your TV exposure, you must invest heavily into TV ads to reach potential clients on multiple occasions.

    By contrast, online marketing allows you to focus on potential clients who are actively looking for businesses like yours. You can than target such potential clients by utilizing social media, a SEO strategy, etc. Seen from this perspective, online marketing provides businesses with a significant edge over TV ads.

  • How “fancy” does the video have to be to gain an appropriate exposure online?

    First of all, the success of online video depends on the message it conveys. Video is defined by certain parameters such as: purpose, message and environment. For instance, if a large corporation wants to showcase its production facilities and product portfolio on their website, it is expected that an appropriate budget will be assigned and that the video will be produced by a professional production crew. The final product should be a polished video clip without any shaky shots, bad lighting, bad audio, inconsistent flow, etc. However, if a president or VP of that very same corporation decides to showcase their company from a personal angle on their personal blog, no one will object if the video is shot via their cellphone or iPad. In fact, such a personal approach will add authenticity and create additional emotional value. By this example, we wanted to illustrate that different circumstances will call for different approaches to the production of video. It should be a matter of dialog between business and the creative team to define the appropriate packaging.