Your Web Video Strategy MUST be an integral part of your overall Marketing Strategy. Cisco projects that by the end of next year 90% of the bandwidth on the Internet will be Web Video. Now, admittedly, part of the reason for that is simply that Web Video sucks up a lot more bandwidth than text or even still images. But that’s still a LOT of Web Video.
The reason we are seeing such an explosion in Web Video is simple. It WORKS! Web Video is highly concentrated information. It can pack an emotional wallop that far surpasses anything you can do with text and graphics. And Web Video can be developed and distributed very inexpensively.
As a result, we are seeing a transformation in marketing and communications similar to that which accompanied the emergence of the Web in the 1997 – 2007 time frame. Only, in the case of Web Video, this transition is taking place in half the time. It started in 2010 – 2011 and will be pretty much complete by 2014 – 2015. So no matter how you look at it, we are a third to halfway through this change.
This more than a change in mechanism. It is a change in thinking. When the Web first emerged, most people saw it as a simple add-on to their existing marketing strategies. “We are already advertising in the Yellow Pages, in print, and (if we are big enough) on radio and television. If we have a little money left over, I guess we can try putting some brochure-ware up on the Web.”
Few initially recognized that, within a decade, the Web would totally transform marketing. The advent in Inbound Marketing and Content Marketing has changed the way we think about interacting with the marketplace.
The same thing is happening with video. People are no longer willing to read long pages of textual product descriptions – even when they are enlivened with graphic images. They would much rather watch a video. Depending on where they are in the marketing / sales cycle, their patience will vary.
At the front end when awareness is simply being created, they may not want to spend more than 30 – 60 seconds. Once they understand why they need what you have to offer, they may be willing to spend 4 – 6 minutes to watch a more detailed discussion of your solution’s technical characteristics. But they’d still much rather watch that than read a 12-page white paper discussing the same information.
Within the next 18 – 24 months, you will need to provide essentially ALL the information now in your website as text and/or graphics as Web Video… if you plan to continue to compete in your markets. So Web Video must be an integral part of your overall Marketing Strategy – not just an add-on you can get around to if you have a little time or budget left over.
Which leads to a question: How can you measure the effectiveness of your Web Video Strategy? My next post, “How Good is Your Web Video Strategy?” will discuss several ways you can determine how you measure up – from relatively simplistic to more sophisticated. After that, we’ll discuss what you need to do to create, or evolve, your strategy for Web Video into one that is successful in ensuring that you reach your organization’s goals.
Check in then!