VMG Cinematic Advice: Breaking into Online Video

[this is a guest post from VMG Cinematic]

Many discuss the efficiency of online video for success yet some business owners are still skeptical about its benefits and ROI, because they feel that social media is simply a fad.

If the successful tendencies of the past are not enough to convince your marketing team in the value of online video, here’s what the future holds for our industry...

• Internet traffic will increase fivefold over the next five years, driven in large part by a jump in the amount of video transmitted
• Over 90% of traffic will come from video (including TV, video on demand, or file sharing)
• Video chat will increase tenfold between 2008 and 2013
• The amount of data flowing to mobile devices will double each year, increasing 66 times by 2013, with video being the fastest growing category.

By the looks of it, there’s a bright light ahead.

With that being said, one of the main reasons businesses are still hesitant to invest their marketing dollars into digital is because they simply do not know the best way to break into digital. Here’s a few questions and answers to help you out....

1. Who is your consumer?

Consumer research, insight and marketing are at the core of marketing communications. Online video may be the future, it may be relevant, it may be the breaking point for your brand...... but if you’re advertising primarily to women in their 70s, perhaps online video isn’t the best way to go…. Either way, understand your market.

2. What is the role of online video in your marketing mix?

Clearly know what it contributes to brand objectives. Online video exposure resulted in 44% aided brand favorability (compared to 35% for TV) so the high impact and preference is apparent. However, does this mean you must completely abandon traditional media marketing? Of course not. Instead, make sure to integrate and optimize.

3. Is your advertisement relevant to your medium?

So you finally decided to integrate your television and online video campaigns. Great! But make sure you do not simply distribute the same video through both channels - TV advertisements fail, for the most part, to establish a deeper relationship with the consumer where as online strives on building that same consumer relationship. By producing separate more interactive content, you will only win in the long run.

4. What is your measurement plan?

Now that you’ve mastered steps 1-3, measure your success with step 4. Quantify your goals and exactly what you want to achieve through online video. Is it to increase brand awareness? Improve perception? Drive sales? It is key to prioritize your goals and make sure the video is distributed through the correct platforms maximizing the reach.

5. Have you contacted VMG to create the most effective online video for your brand yet?

Kidding… somewhat.
The agency definitely plays an integral part in your marketing campaign. Your creative, production, distribution, and strategy all rely on the team you hire so it’s everyone’s best interest to hire experts in the field. ;)

Stay innovative,
Marina.

For more information, please visit www.vmgcinematic.com