Why (& How) to Adopt Video Content
Lately, here at SearchAnyway, we've flirting intensely with video content on our blog. I, for one, have been been a feature video host for WatchMojo for well over a year. And yesterday, I even offered some guidelines on How to Vidcast/Vlog Properly. But the main reason that we're pushing this higher technology is that, well, it's where the future is at.
On one hand, HipMojo is observing that there is nowhere for online video content to go but up. On the other hand, Marketing Pilgrim reports:
This year, $371 million will be spent on local online video advertising—comprising about 5% of the total of $7.7 billion online ad spending according to Borrell Associates Inc’s new study, “The New Frontier: Local Online Video Advertising.” This is more than double last year’s online video spend total of $161 million.
Borrell predicts that by 2012, local online video will capture 35% of the online ad spend, or about $5 billion. Only paid search is predicted to fare better at $5.9 billion.
If this suggests anything, it's that video blindness is not just around the corner. As with any new marketing campaign, however, you might be wondering where to start. Writing for iMedia Connection, the founder/president of ClipBlast!, Gary Baker observes that "online video is rapidly shifting from "mindless entertainment" to a bona fide information source and marketing tool for companies of all kinds." He then offers 5 Steps to Successful Video Advertising. Summarized, they are as follows:
Step 1: Recognize that Online Video is Already Here
Users are increasingly favoring video over text. Nearly 60% of users watch video content regularly and that will climb to 80% by 2010.
Step 2: Learn from Early Adopters
Tv ads are showign up online, advertisers are soliciting user generated content, company execs are speaking for themselves, and how-to videos are featuring products and supporting FAQs.
Step 3: Forget Everything You Think You Know About Search Engine Marketing
Conventional search engines aren't as adept at finding video content, so considering partnering with a video-search provider.
Step 4: