Posted July 20, 2010 11:49 pm by with 8 comments

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videoIt wasn’t long ago that long load times and stuttering video kept many consumers from watching videos online. But with the advances in video streaming and the rise in low price, high-quality computers, videos have become a regular part of the internet landscape and they’re not just for fun anymore.

Says eMarketer:

“The percentage of the top 50 US online retailers that offer videos on their sites skyrocketed to 68% in 2009 from 18% in 2008.”

“In this sense, video has gone from a luxury to a near necessity for companies seeking an edge in marketing their products.”

By offering a video, retailers can now get a step closer to the experience of shopping in a brick and mortar store. Video allows the consumer to see a new food processor in action or take a closer look at the dashboard of a Toyota that’s just come off the line.

Now that consumers can use everything from their PCs to their smartphones to access video, it only makes sense for retailers to get on board. Dollar for dollar, a clever video that goes viral will do more for a brand than 30 second spot on a popular TV show. Just ask the folks at Old Spice.

  • Hi Cynthia,

    Video marketing has certainly become more important over the last couple of years, the amount of internet marketers using them has also sky rocketed. The old days of the long drawn out sales page are on the way out as people are more likely to watch a video than read a 3-4 page long page full of hype.

    I have just got to pick up the courage to show the world what I look like and sound like (no easy feat).

    Many thanks for the post


    • Cynthia Boris

      I think that including yourself in marketing videos is very important because it offers a level of personalization that we’ve lost out here in cyberspace. Having a face to put to a name works wonders. Look at real estate agents! They’ve been putting their faces on business cards for years. With technology going the way it’s going, one day they’ll be able to hand out a business card that runs a video so they can really personalize the experience.

      • You are right Cynthia, you can actually do that now with a thumbnail drive / USB Flash Drive, you can find ones for as low as $4.00 and even have your Logo custom printed on the outside.

  • I spoke to a videographer trade group about online marketing on Tuesday. Surprisingly, they were overall pretty unaware of the value of video on the Internet. More than one jaw dropped when I pointed out some of the opportunities they are missing. A shocker for them was that they have all the tools and aptitude for providing great resources for their services by syndicating their own works, but they simply lack marketing knowledge. A bigger shocker yet is in how valuable their video production talents could be if they place themselves properly as video gains commercial awareness.

    I know that more than a couple of them are thinking deeply about how the Internet plays a bigger than expected role in their industry. I saw some of their works, and I can say for certain that I would (and will) share their videos with my networks. Video is not just for weddings and offline presentation. For me this is a big “Duh” moment, but for them, it was eye-opening.

    I love opening eyes, don’t you?

    • Hi Mark, my boyfriend is actually a talented videographer himself, and while he does do some commercial web video work, it’s all through 3rd party companies. So those companies, who work with online yellow pages and the like, do the sales and find the customers and he just shoots and edits the videos. He does an amazing job and prides himself on shooting high quality stuff that looks more like film than cheap local commercials. He’s having trouble figuring out how to find customers on his own though – he’s not exactly a born marketer or salesman and is resistant to the idea of cold-calling local companies when I try to suggest this to him. Any tips on how videographers can get their work in front of potential paying clients?

  • I work with many folks who never thought they would have to be on camera. It’s a strange and scary thing for most people in the beginning. The best advice is to video tape yourself ahead of time and get comfortable with what you look and sound like on camera BEFORE you need to send it out to the world. Proper lighting is incredibly important. Don’t speak too fast, lower your voice register especially if you are a woman or have a nasal voice. Solid jewel tone color tops/shirts work best on camera and be sure the background is not too busy. And you must look directly into the camera, reading off a cue card or even a makeshift teleprompter off to the side just looks terrible. Investing in an ear prompter is a terrific idea if you have a lot to say and have trouble memorizing. It’s all about being a good story teller, both your voice and facial expressions must match the “good news” or “solution” you bring to your customers. Many people forget to smile as well. Don’t speak to the masses, visualize ONE person you are talking to.

  • I have to say you are right on this post because video is getting to be a huge online marketing tool for businesses.

  • Its better to have a video because your clients and customers can watch it and its also a way of communicating with our clients 🙂