Marketing, musings, and the future
We humans are a visual bunch. Remember when they told us in speech class that 50% of effective speaking is your body language? It should probably come as no surprise that video is becoming all the rage in marketing and content creation.
I am a huge fan of combining user experience mapping with the classical marketing funnel to design marketing vehicles tailoring what you want your customer to think-feel-do at each stage. Video seems to fit into 2 stages really well: Awareness and Evaluation.
Awareness. Using video for awareness means creation of video content that ranks high for sharability–striving for the holy grail of the viral video! I think Seth Godin’s musings of why people share ideas are roughly the same as why people share videos.
Ideas spread when people choose to spread them. Here are some reasons why:
My friend Andrew recently created a great video for our industry (life sciences) called Ph.Diva and the mystery band that is being shared by scientists everywhere. And if you are not a scientist, just think of the Old Spice Guy Campaign with its 45 million views as the top viral video of all time. Did that generate awareness for Old Spice or what?
Evaluate. Evaluate videos are to help users decide what they should purchase. They are often educational or demonstrate how to use a product. Totally different tone than an awareness video because of course it is targeted to someone in the evaluate stage of the funnel. The key with this type of video is to think about how your user will find it. Will it be appropriately embedded on your web? When your user searches on their pain points will it come up as part of their search?
Video Stats show that video is on the rise–83% of Americans have viewed an online video. And search engines are embracing Video search. Video is here not just to stay but to grow. And Video games are probably one of the best investments you can make as part of your 21st century marketing mix.