But what does it mean?
According to Cisco Visual Networking Index :
“Internet video is now 40 percent of consumer Internet traffic, and will reach 62 percent by the end of 2015, not including the amount of video exchanged through P2P file sharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will continue to be approximately 90 percent of global consumer traffic by 2015.”
With this amount of demand it is important for video content creators to not only understand how to put the content together but also how to make sure the content works and reaches its audience. With these goals it is necessary for content creators to be able to measure the results of the content to see whether or not it is a success. In summary ‘video marketing’
Video: the technology of electronically capturing, recording, processing, storing, transmitting, and reconstructing a sequence of still images representing scenes in motion.
Marketing: an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
I think this speaks volumes about what is happened in digital marketing as a whole. Websites used to be simply static brochure pages with text and images. Now the goal and intent of the website needs to be worked out and metrics established to measure performance. Visitors are becoming more demanding, expecting to engage with objects such as video on the website.
The same shift is now happening in video marketing. The simple brand building and promotional videos of the past are being phased out to be replaced with specific, strategic content that is fed from the overall marketing plan.
I am a sceptic regarding video advertising online. It doesn’t utilise the power of video enough, relying upon television advertising models and the ‘gimmick’ of humour to grab attention and encourage viral sharing. In the short term it will see a great deal of usage but in the long term I think it will become just another tool. We’re all too savvy in avoiding advertising messages. Video marketing is different.
With social media networks we can reach as far as the video content allows it to go, but it needs to have a use to the audience rather than the advertiser. With the amount of text and picture based information available, video stands out as a competitive media to reach fast moving, short attention span audiences. It can no longer just be made and put out there, video marketing needs to be employed to ensure the content is planned, created and measured.
Of course… the reverse of this argument is well summed up by Bill Hicks in the video below (WARNING: The video does contain strong language)