Video as a Technology Marketing Tool?
I read Jeff’s recent post on video-based marketing with great interest since video is getting such tremendous attention these days – and not without good reason. Video can make it much easier to explain complex concepts and it allows us to put the all –important visual personality aspect into what are otherwise flat communications.
However, much like flash in the earlier part of this decade, video can become a real annoyance if it’s used incorrectly. I, personally, am not a big fan of talking-head videos that pop up uninvited on websites – a trend that began with the internet marketers and is now finding its way into the technology marketing sector.
Before you get annoyed with me, I’m the first to admit that just because I don’t care for something doesn’t mean it doesn’t work. And I’m probably aging myself by admitting I get a little thrown off by people appearing on my monitor and beginning to talk at me. At Tatum Marketing, we are carefully watching video use by some of our clients and I will keep an eye out for other – more scientific – studies of the tactic.
Jeff’s discussion of the Interwrite Learning video contest is a great example of how to use video the right way. The company clearly thought its objectives through and called on a group of pros (Shycast) for production support. With the emergence of do-it-yourself video creation applications I can’t help but wonder when (not if) we’ll see an avalanche of poorly conceived video ads and website additions.
My point, in case you’re wondering where I’m going with this, is that video is a very cool, potentially very effective, tactic when properly designed and executed – and used for the right reasons. But, don’t let yourself get sold on using video just because you can.
Consider your objectives and how video fits into your overall marketing program before you take the plunge. Then, go ahead and do it right!
Technorati Tags: video marketing, technology marketing
This article was first published November 26, 2007 on the Tatum Marketing blog
I read Jeff’s recent post on video-based marketing with great interest since video is getting such tremendous attention these days – and not without good reason. Video can make it much easier to explain complex concepts and it allows us to put the all –important visual personality aspect into what are otherwise flat communications.
However, much like flash in the earlier part of this decade, video can become a real annoyance if it’s used incorrectly. I, personally, am not a big fan of talking-head videos that pop up uninvited on websites – a trend that began with the internet marketers and is now finding its way into the technology marketing sector.
Before you get annoyed with me, I’m the first to admit that just because I don’t care for something doesn’t mean it doesn’t work. And I’m probably aging myself by admitting I get a little thrown off by people appearing on my monitor and beginning to talk at me. At Tatum Marketing, we are carefully watching video use by some of our clients and I will keep an eye out for other – more scientific – studies of the tactic.
Jeff’s discussion of the Interwrite Learning video contest is a great example of how to use video the right way. The company clearly thought its objectives through and called on a group of pros (Shycast) for production support. With the emergence of do-it-yourself video creation applications I can’t help but wonder when (not if) we’ll see an avalanche of poorly conceived video ads and website additions.
My point, in case you’re wondering where I’m going with this, is that video is a very cool, potentially very effective, tactic when properly designed and executed – and used for the right reasons. But, don’t let yourself get sold on using video just because you can.
Consider your objectives and how video fits into your overall marketing program before you take the plunge. Then, go ahead and do it right!
Wed, Nov 4, 2009
Conversion Rates, Strategy, Traffic
Written by: Susan Tatum