Marketers’ Use of Video
October 19th, 2007 | Marilou BarsamVideo 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?
November 7th, 2007 at 1:57 pm
Video is great, especially for B2B marketspace where users are accessing the net using their company’s bandwidth the old problems of waiting 5 mins for a video to play are not there anymore.
That being said, a good strategy when creating a video is still a top requirement. I’ve seen several videos that promote a company or a product that are simply way too long!
When we decided to produce our own video about our new document management product, IntelliChief, we decided on a max of 3 mins. That can still be considered long for some standards, but so far we’ve gotten great feedback.
Just a tip for those interesting in video production: make sure you keep it under your control and not the production company’s control… you know your products and the message better than them!