This PPT talks about the growing importance of video marketing in the content marketing domain and focuses on the methods companies can employ to enhance their visibility and to market their brands better.
4. Why resort to Video Marketing?
Rapidly-growing technique for increasing brand
recognition and loyalty.
Provides companies with a more meaningful way to
interact with (and grow) audiences than traditional
video marketing.
Given a choice, consumers will turn away from
traditional advertisements but the audiences
themselves choose to watch online branded videos
when the content is engaging and informative.
5.
6. 3 reasons videos are an integral part of
online marketing :
1. Visitor Engagement
2. Lengthier website
visits
3. Great SEO
7. And this trend is gaining momentum due
to:
Increasing no. of online video consumers
Growing use of marketing through social media
Low barriers to entry
Improved production quality
Enhanced distribution options
11. 1. Repurposed Television Commercial
Taking previously filmed television commercial and
placing it online
Seen as a way to extend the marketing power of
dollars spent creating the ad
Since ad is already created, it costs nothing to
upload it and every view received is a bonus
Example : Apple does this by releasing their
commercials not only on TVs but also on their
YouTube page.
https://www.youtube.com/watch?v=jXTzzxiCfPw
12. 2. Viral Video
A logical follow-up to the first point, this is intended
only for getting views online
Costs more to create ads for online consumption
that are separate from traditional TV ads
Brands figuring out ways to avoid breaking their
budget when creating web-original videos
Example : Flash-mobs,Gangam Style, Harlem
Shakes and now the latest Pistah videos. T-mobile
and Coke had great success with their flash mob
dance ads.
https://www.youtube.com/watch?v=qjTsqBtSFUo
13. 3. Branded Web Series
This is when a company eschews traditional
advertising techniques (and even traditional viral
video techniques) to create original webisodes
The brand’s messaging is conveyed to the audience
through product placement or overt plot points
Example : The Mortal Kombat legacy series which
raked up millions of views. It was an entertaining and
original series(for some) and helped spread buzz
and awareness for the new Mortal Kombat video
game that was released.
https://www.youtube.com/watch?v=6s6UiEuCYXA
14. 4. Product Placement
This involves placing a brand's logo or product
prominently in the popular entertainment videos of
others
Rather than creating your own video, it's like
hopping on the bandwagon of another popular entity
by associating your brand with it.
Example : The NBA Dunk contest which Blake Griffin
won with a dunk over a car. The brand that hogged
attention – KIA (the car brand)
https://www.youtube.com/watch?v=41EFwuBqEUA
15. 5. Demonstration/Product videos
A lot of online retailers are finding success with
product demonstration videos, which increase
conversions
Once the customer is on the website, viral marketing
ceases to be important while making the sale
gathers all the importance
Visual evidence of a properly functioning product
puts consumers at ease and helps settle their
internal debate about whether or not to buy.
Example: Websites like shopnineteen.com provide
this video demonstration of their apparels
16. 6. Testimonials
Nothingbetter than getting a customer to testify your
brand, and that too online (through video
testimonials)
Example: Phone/gadget reviews, hair-oil users other
product users’ testimony
https://www.youtube.com/watch?v=tO0inxiO2OA
https://www.youtube.com/watch?v=AUz4sutZgq4
17. 7. Video Display Ads
Nothing Many companies prefer to create short
video ads that run as display ads on popular
websites.
It'sa more reliable way to ensure viewers since a
viral video attempt has no assurance of getting
views, but top publishing sites can usually promise
certain pageview numbers.
Example: Ads placed at the top of youtube home
page and also ads before the videos on youtube
18. 8. Special Messages
Sometimes a piece of news or a current event
warrants special messages from brands
Example:The apology video by Dominos CEO when
the employee created video went viral.
They thought best way to begin building back the
customers' trust was to admit the mistake and
apologize... which they did through online video.
https://www.youtube.com/watch?v=xvg4-E2C8UE
19. 9. The Unsubscribe Video
Some brands use unsubscribe videos to re-engage
their customers during the process
Example: Groupon had a video which allowed the
user to ‘punish’ derrick for sending e-mails which the
user found irrelevant
Brilliant concept to bring back consumers!
https://www.youtube.com/watch?v=9F30ME4eXWw
20. 10. Creating whiteboard animation
Used to deliver long messages.
Whiteboard animation ensures that everything
moves at an engaging pace and reduces the fear of
losing audience.
Downside : Costly! Minimum $2000 for a 60 second
video
Example: RSA’s animations - Dan Pink’s talk about
the hidden trusts behind what really motivates us at
home and in the workplace.
http://www.youtube.com/watch?feature=player_embedded&v=u6XAPn
uFjJc#!
