With about 35 hours of video being uploaded every minute and youtube becoming the 2nd most searched engine after google, there is no doubting that online video watching has come to stay! The moot point is though, does this have business relevance especially in a B2B context?
Our take, corroborated by a ton of research on this subject, is that video has an important role to play in the B2B marketing mix. In fact, there are two situations where video can play a very effective role- one is to illustrate a concept creatively and two is to help “humanize” the brand.
On conveying a concept or an idea, check out these videos IBM’s video – smarter energy (a part of the smarter planet campaign) http://www.youtube.com/results?search_query=smarter+energy&aq=f
Accenture’s video to explain cloud computing http://www.youtube.com/watch?v=_eq3Sj1GGs8&playnext=1&list=PLAC82DD3F64D6015C
and Infor’s campaign against large ERP systems – http://www.youtube.com/watch?v=iMYjFFCfK4k.
On humanizing the brand, video can be used for customer testimonials, interviewing your experts, or for your management to express their point of view. Cisco has used video quite effectively in this context.
Now, you may say, all this is great but making a video is expensive and time consuming. Well, not anymore. While making highly creative films including perhaps concept videos may be time consuming, interviews and chat shows can be done very economically and in quick time using the Cisco flip or Kodak’s pocket video camera. And then, you could use software like windows media player to edit and publish.
Believe it or not, it takes no more than a couple of hours from start to finish to produce HD quality video clips.
So, what are you waiting for? As marketers who are fine tuning their mix for the next year, go ahead and explore the possibilities in the realm of online video…………..