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Video marketing thoughts

Posted by Michael Bloch in web marketing (Wednesday February 21, 2007 )

Anyway, the purpose of this post is simply to highlight the point that if you’re getting caught up in the video marketing hoo-ha; remember there are people out here (with cash) who actually like to read. Video marketing should be used as an extension, not as a replacement of good old-fashioned text. Search engines like it better too :).

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So we all know that video is the CBT (Current Big Thing) in marketing, right? After all, it’s virtues been rammed down our throats enough in trade publications :). Video does offer some great opportunities, but don’t see it as a panacea or alternative for the written word in most scenarios. See it as an adjunct.

I’ve been coming across a few online businesses lately, large and small, where the centerpiece of their marketing is video. Problem is, I haven’t got time to sit through five minutes of flashy effects, artistic camera angles and hypey voiceovers; I want to read; or more accurately, scan over what the offer is all about, make a quick decision if it’s of interest; investigate further or back away. I don’t have any science to back this, but I suspect there’s many other people who are the same.

It’s very hard to scan over a video. Sure, you can forward it, but that’s when you might miss the crux of the delivery. The same goes for news sites – I’m seeing more and more stories in video only. I hate waiting for the player to load, buffer, view the annoying ad that’s totally non relevant before getting to the story which, depending on the technology used and network conditions, can be jittery. In some cases, if the story were in text, I would have gleaned over it by the time the video version had started playing.

Am I just being a dinosaur? Perhaps, but I’m certainly not opposed to video marketing and I do see its potential; especially in viral marketing, generating excitement or making a shopping experience a little more human. It’s a case of horses for courses.

I’m just a little suspect of it being touted as a magic pill; particularly when it comes to marketing products where the product really needs to be carefully analyzed by a customer before they’ll make a decision to purchase. There’s a lot to be said for reading specs, going back and re-reading; jumping paragraphs to string two concepts together etc. etc.

One of the affiliate programs I’m involved in; marketing a product which used to be a good seller, now doesn’t give the potential customer any real information on the site. It just asks for an email address so that they can access the video presentation of the product. Since the merchant made that change, conversions have dropped off. It’s possibly a coincidence.

Anyway, the purpose of this post is simply to highlight the point that if you’re getting caught up in the video marketing hoo-ha; remember there are people out here (with cash) who actually like to read. Video marketing should be used as an extension, not as a replacement of good old-fashioned text. Search engines like it better too :).

More on video marketing
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5 comments for Video marketing thoughts
  1. You are right it isn’t a magic pill. The only magic pill is a sound marketing strategy which would be the equivalent of eating well and exercise (no magic weight loss pill either). The bottom line is; what is the best way to reach your audience with the best message relating the benefits of your product or service. If your target audience will respond to video and you are doing something interesting with the video (not just using it like voice messaging) then use it. It is time to look at things like video as simply a tactic and investigate whether it makes sense of a branding perspective. I also agree other methods shouldn’t b abandoned it should be part of the mix. We all have different learning styles some will respond to video others audio and most to text and visuals… test, test, and test again. Great thought provoking post, thank!

    Comment by Jennifer McLean — March 1, 2007 @ 3:23 am

  2. Hi Jennifer, welcome and thanks for your comments! I see you’ve had quite a distinguished career in marketing to date and I look forward to reading more of your blog :).

    Comment by Michael Bloch — March 1, 2007 @ 4:15 am

  3. Check out this website. it has a woman walk clear across the website while talking. there is no screen!! its pretty amazing to see!! i am not sure of the pricing but it looks pretty good!!

    Comment by steve — July 19, 2007 @ 9:53 pm

  4. i forgot to add the website. http://www.webouts.com

    Comment by steve — July 19, 2007 @ 9:54 pm

  5. Thanks for that Steve – I’m showcasing a similar application here:

    http://www.tamingthebeast.net/articles7/video-marketing-actors.htm

    Comment by Michael Bloch — July 20, 2007 @ 7:08 am

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