Video is a “New” Media which has received a lot of attention from online marketers.  In the most recent Q3, 2007 Technology Buying and Media Consumption Survey (the third in a series of quarterly surveys to TechTarget’s IT Panel),  video has emerged as a leader as one of the most effective forms of media.

TechTarget, recently hosted the Online ROI Summit, where we gave a case study of how Sun Microsystems used video to educate developers about Java Business Integration.  The program created editorial interactive video with industry luminaries. Video proved to be a powerful branding tool, and appealed to the developer’s sense of community.

Sun was able to achieve their objective by using video to establish JBI brand in the developer market and to engage the developers in a peer-to-peer communication.  How has your company used video?

On September 20 and 21, TechTarget had the opportunity to host our first Online ROI Summit, and for those of you unable to attend, the discussions, presentations and the feedback were excellent. You can see a couple of our attendees’ independent, post-event blog posts here: PushtoTest: The Cohen Blog and The Scrappy Software Marketer

My intent for the event was to assist our technology vendor customers in understanding the latest online marketing best practices and to help them meet the ongoing challenge of proving ROI.

We got great validation on our overall content direction from the post event survey. It reinforced that IT marketers need help and guidance on how to customize their campaigns to effectively reach their specific technology market.

Both the market-specific breakout sessions, where we received 100% positive feedback on a survey, and the individual comments expressed great appreciation for explaining the specific differences between each technology market - such as Storage, Information Security, and Enterprise Apps.

Additionally, technology marketers are challenged by how to use “new” media and integrate them into their ongoing efforts.  Finally, and no surprise, the struggle to generate leads and get them through a useful sales pipeline persists and is as strong as ever - check out Brian Carroll’s presentation on nurturing leads through your sales pipeline. We specifically adressed the new ROI metrics that cover new media and emerging media.

As deeply immersed as my team and I are in online media, it was partly amazing to us that marketers still need as much support and guidance as they do.  But, in all these areas, I believe we delivered quite strongly and the survey feedback agrees with us.

Feel free to check out any of our presentations and see what the discussions were all about. We’d love to hear your feedback on this content too.

View them all here: TechTarget Online ROI Summit Presentations