We’ve all heard how great and efficient online video is for your business and how today it’s a must in your marketing mix optimization. Yet some business owners are still skeptical about online video benefits and ROI, while others are rushing into it simply to keep up. But do marketers really know the value of online video? As the consumer becomes smarter with a shorter attention span, steeper pockets and vastly increased options, the brand should aim for a solution to an expansion and customer interaction, followed by the ultimate acquisition. And today, it looks like online video marketing is the paramount way of doing so…

One of the main reasons businesses are hesitant about investing marketing dollars into digital is because they simply do not know the best way to break into the online world with success or do not have enough knowledge about the industry. Here are a few steps to help those souls out….

1. Identify (and know) your consumer.

Consumer research, insight and marketing are at the core of marketing communications. Yes, online video is the future and relevant to about 90% of markets but if you’re advertising primarily to men in their 70s, perhaps online video isn’t the best way to go…. Then again, it also completely depends on the product. Either way, understand your market.

2. Define the role of online video in your marketing mix.

Clearly know what it contributes to brand objectives. Online video exposure resulted in 44% aided brand favorability (compared to 35% for TV) so the high impact and preference is apparent. However, this doesn’t mean you must completely abandon traditional media marketing. Integrate and optimize!

3. Create advertisements relevant to the medium.

Say you do decide to integrate your television and online video campaigns. Make sure you do not simply distribute the same video on TV and online. TV advertisements fail, for the most part, to establish a deeper relationship with the consumer where as online strives on building that same consumer relationship. By producing separate more interactive content, you will only win in the long run.

4. Create a measurement plan.

Now that you fully understand your target market and have a clearly defined role for online video, measure your success. Quantify your goals and exactly what you want to achieve through online video. Is it to increase brand awareness? Improve perception? Drive sales? Prioritize your goals and make sure the video is distributed through the correct platforms maximizing the reach.

5. Contact VMG to create the most effective online video for your brand.

Kidding… somewhat.
The agency plays an integral part in your marketing campaign. Your creative, production, distribution, and strategy all rely on the team you hire so it’s everyone’s best interest to hire experts in the field.

Sources: Millward Brown