January 25th, 2010 at 1:46 pm
Video marketing stands virtually alone as being one of the more popular of recent marketing trends. Yet, to many, there is little science behind the act. Some webmasters create a video ad or viral video feed, submit it to a few video submission sites, and then hope it proves popular enough to go viral. However, as with any form of guerrilla marketing, the greatest results will undoubtedly be offered to those willing to put in some serious time and energy in ensuring that the video gets good exposure and from the right channels.
Seeding
When we look at viral marketing, we need to concentrate more on creating an effective seeding campaign. Seeding is the first step a viral marketer takes. Planting the seed well means that others will propagate that seed for you. They will pass on your message by word of mouth and through links, tags, and bookmarks. When this happens your marketing has officially gone viral.
Planting The Right Seed In The Right Soil
Planting a positive seed within the right community and geared heavily towards your target market can help you to achieve your viral marketing goals. Again, though, this typically needs to be more in-depth than picking a video sharing site and just submitting the video ad. Using multiple networks, including the like of YouTube as well as smaller networks, is vital to help ensure that you get the right blend of propagators and viewers. It also enables you to track results and determine the best networks for your marketing needs.
Organic Seeding
Organic seeding is the natural process of others promoting your viral video for you. While it is free to publish a video to the main feed sites, it will take creativity, knowledge, and energy to get the best results. Paid seeding possibilities also exist and complementing or kick starting an organic campaign with some paid seeding is not an inherently bad thing.
Integration With Paid Placement
Initially, your video ad is unlikely to attract the kind of audience that it needs. There’s simply too much competition and way too many variables that dictate the effectiveness of a video marketing campaign. As such, it is often the most prudent approach to use paid seeding in order to give your video that initial push.
Considering The Alternatives
Paid placement videos get the most prominent positions on most networks and while the more popular, better established of the networks demand large amounts for a good placement, this isn’t necessarily the case with the smaller networks. Find several that fit your needs and enquire about prices to determine the best ones.
The Effectiveness Of Video Advertising
Surfers have evolved and, on the whole, are looking for less static and more dynamic content. As such, video has become a major draw for a lot of people that regularly use the Internet. While we have become blind to static and animated banner advertisements, it is widely contested that this isn’t yet the case with video banners. They are hard to ignore and the better ones can generate exceptional results for any website.
September 22nd, 2009 at 3:21 am
Since its original creation and subsequent commercial introduction in the late 1980s, the internet has grown exponentially at an almost limitless speed. The internet, as its predecessors television and radio, is becoming the most dominant media for new marketing techniques. As video killed the radio star, will the internet kill the TV star as each new media consumes its predecessors.
Commercials have evolved. The clear, concise product messages of the past are often replaced with unusual, obscure short films, although some ads will still use the obvious approach when promoting a product. As the internet’s share of commercial sales grows, more companies are using its influence to introduce products to their intended market.
Due to the size and scale of the internet, web advertising needs to be more effective than ever before. At a time where adverts struggle to even reach their target market, viral marketing is quickly becoming cost-effective as the ‘virus’ concept spreads and more potential customers become ‘infected’. Viral Marketing is generally considered to be video clips, games, images, e-mails and recently text messages.
In the mid 1990s, Hotmail was offering free e-mail services, a revolutionary concept at the time. One of the first examples of viral marketing, Hotmail would offer free e-mail addresses with a simple promotional tagline. The message would spread through groups and communities rapidly and the campaign was a success. Hotmail had made its mark, the product had become well-known and popular and the brand had been established with just a small number of viral messages.
An early viral marketing campaign ensured the success of the film The Blair Witch Project (1999). The production team spent a tiny production budget of just 22,000 dollars and took 250 million dollars at the box office thanks to the viral. The marketing campaign relied heavily on word-of-mouth promotion, with internet chat rooms building anticipation and intrigue about the film’s content and time of release.
The Blair Witch Project was a movie with actors, however, prior to its release the film was rumoured to be a documentary by college kids that had gone terribly wrong. The rumours spread quickly and the infected would go on to infect more and more people. By the time the film was released, the buzz around it was at fever-pitch. The Blair Witch creators were pioneers of the viral ad, with viral marketing in its early stages – the standard had been set.
A great viral ad will gain attention and intrigue around a product, so consequently the product must be good, if not great. As the money spent on viral ads increases with the format’s popularity, the expectation on each viral will also increase. A viral ad’s success will be judged on the amount of views the clip achieves, not necessarily on the related sales.
Increasing sales is inevitably the main target for any company looking to use viral marketing, but the main objective of the ad will not be to promote a specific product. To prevent the viral being too similar to a conventional advert, the product or company name will not be a prevalent part or will be completely absent from the clip.
Recently, there have been many video clips that the viewer would not immediately associate with the product. A UK television advert for Dairy Milk chocolate emerged in September, 2007, featuring a gorilla playing drums to the Phil Collins song ‘In The Air Tonight’.
The advert, three times the length of a regular TV commercial, begins with a close-up of the gorilla’s face. As the camera begins to pan away, the song begins and the gorilla is seen to be seated behind a drum kit. He creaks his neck before launching into the emphatic drum solo. The final shot is the Dairy Milk logo with its slogan ‘A glass and a half full of joy’. The video currently has about two million views on youtube, a major success as a viral ad.
Companies of all sizes will be looking to benefit from the buzz surrounding viral marketing videos. One of the world’s biggest companies, Nike, launched the legendary video showing Brazilian footballer Ronaldinho hitting the crossbar four times in a row without the ball touching the floor. Viewed over 50 million times, the video is classed as possibly the best viral ever made. The confusion about how genuine the advert was, as seen in the case of The Blair Witch Project, only increased its popularity as communities shared the video and questioned how it was made.
A new viral ad launched by Holiday Extras, a UK-based company selling airport parking and hotels, features comedy actor Paul Kaye as a car-park proprietor. The clip, at 92 seconds, shows a hideous alternative to the service that the company aims to offer the customer. This inversion of a traditional television advertisement shows how far advertising has moved since it inception. Having only recently been launched, it will be interesting to see how many views the video receives.
A successful viral advert relies on viewing figures, not the popularity of the advert itself. The aim of the viral is to launch or reinforce a brand identity and to encourage word-of-mouth promotion. With little or no money involved, the viral can be seen by a massive audience who will then talk about it to non-internet users as well as fellow web-users. However, as the new media gains popularity and attention, the competition will become fierce, forcing viral ads to be more diverse and attention-grabbing than ever.
So, what will the future hold for viral marketing? As the internet becomes the dominant marketing tool for companies of all kinds, it will be used in different ways to promote products and services. As quickly as the viral marketing epidemic spread, a vaccine may appear in the form of new advertising techniques. It is the companies and advertisers that must stay ahead and attempt to infect the public with progressive, innovative campaigns.
November 24th, 2008 at 12:16 am
Videoblogging is the next generation of posting ideas and products over the internet. Everybody knows about textblogging. Now they use videos for a better way of expression. This form of communication may entail a lot of resources, but it is all worth it. If pictures say a thousand words, videoblogging exceeds that by far.
A videoblog requires larger disk spaces on websites, a faster server, and a whole new set of programs to support it. Videoblogs can be fed through RSS. This is technology of syndicating your website to other RSS aggregators.
Videoblogging works with people on the internet expressing their selves. Now if you put this on a business prospective, you are up to a lot of benefits. Think of it as a powerful tool in making showing your prospective customers your line of products or your services. It’s just like showing a commercial all for free. And if you videoblog through RSS, then most probably you are getting your target market.
People like to see what they are going to buy. Some would like to see proof and be sure that they are getting their money’s worth before shelving their dimes on it. All of us know the influence of a thirty second commercial. The effect of videoblogging is similar to that. You show your product, people watch it. If they like it, they buy it. If you present it good enough, they’ll buy the product even if they don’t need it.
Now on the web, things are pretty much static, unlike in television in which all are moving. If you post something that is mobile, it would most likely catch attention. Now imaging your product parading in all it’s royalty through videoblog. You’ll get phone call orders in no time.
If your business is just starting up, you can create a videoblog right at your own home. All you need is your web camera, microphone, video software, and lights. For as long as you know how to use your camera, then you can create a videoblog.
Invest in a good web camera. The higher its resolution is the better the output. And you like to present your goods in the optimum way so get the best one possible. Make a short story, or just capture your goods in one go. Just make sure you are getting the best profile for each. Get those creativity juices flowing.
Lights are important in a production. Make sure you illuminate entirely the area you are going to use to create videoblog. The brighter the area, the crispier the images will be. You can also use lighting effects for added appeal to the presentation.
Should you require sounds for your videoblog, you need a microphone. Record you voice as a voice over for promoting the product and its benefit to consumers. Sounds are as important as videos on a videoblog. It is advisable to make your sound effects as enticing as the video.
Your video editing software can be any program. You need this to finalize your work. You can add sounds, delete some bad angles, or insert some still pictures in there too. Some programs are user-friendly and can be used even with zero knowledge on video editing. Even simple video editing programs should do the trick. Select your background carefully too. The light affects the presentation so make sure that the background and the light complements each other.
Videoblogging is a great tool but it also has it downside. It may slow down the computer so other may steer clear of it. Download time may also be time consuming especially if customer is still on a dial- up connection.
But don’t let those stop you. Let videoblogging be an alternative for you, though it is best to still keep the text and pictures present in your presentation to accommodate all possible viewers of your site.
Nowadays, the more creative you are in presenting your product to the market, they more you are likely to succeed. Videoblogging offers an interactive way of selling. You involve the customers. You instill in them the advantage of your goods. And at times, those are enough to make a sale.
