Online Video: Successful Marketing Tool or Fun Waste of Time?
True enough, but so what?
As Heidi Cohen points out in Online Video: Viral Isn’t Everything (ClickZ), “Getting millions of views from people who aren’t interested in your product and don’t intend to purchase it doesn’t help you move the marketing effectiveness needle.” The video of Susan Boyle singing, for instance, has to be one of the most viral online videos of all time, but millions of hits don’t automatically translate into millions of dollars ( or any at all).
In her article, Heidi presents a framework for ensuring that your investment in online video is going to give you some marketing payback and not just be a fun waste of time. She explains how to:
- 1) set marketing goals
- 2) define your video’s target market
- 3) develop a video content strategy
- 4) support online video with related marketing
- 5) measure your results
The point being, you don’t want to just make a video and put it out there. It’s not just an online video. It’s part of a marketing campaign.
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