SilverDock is increasingly creating videos for online marketing and online advertising campaigns (in addition to classic retail product videos).  It’s a hot trend that more and more online marketers are jumping on.

A recent MediaPost Insider article discusses the why’s and how’s of using online video for marketing and advertising.  In “Maximizing Online Campaigns with Video”, author David Rich outlines the bottom line for marketers:

Benefits of this New Production Model

Branding and Direct Response – Online video combines the emotional branding aspects of television and the direct-response attributes of the Web.  A recent Kelsey Group study found 55% of people who view a video visit the company’s Web site; 30% visit a physical store; and 24% make a purchase as a result of watching.

Affordability Doesn’t Impact Quality – This new production model doesn’t mean compromising brand standards.  High production values free marketers from the worry of poor-quality content that compromises the brand. Marketers can provide overall direction and creative input while these production network managers handle details like releases and quality control.

Testing and Targeting – Affordable production costs allow for testing video content and targeting different audiences.  Marketers aren’t forced to target the biggest pool of eyeballs with generic brand messages.  Instead, they can highlight multiple brand attributes that resonate with smaller niche audiences found online.

David Rich also points out that it’s important to design your video campaign for the needs of Internet users:

the Internet is a “lean forward” medium where people are actively seeking out information and don’t waste time on irrelevant items.  This requires marketers to deliver information in a way that engages and meets users’ needs, all on their terms. To thrive in this new environment, marketers must create video that:

• Is original and authentic
• Entertains and engages
• Meets audience needs
• Provides a path to learn more and share the experience

Filed under: effective online video, marketing, online advertising, strategy, video, video campaign