Tuesday, August 21, 2007

Marketing Videos Connect With Consumers

As studies have shown, videos are more impactful than textual content, so the higher CPMs for video ads are deserved. While the cost of production can be higher, Pete Blackshaw at ClickZ makes the case for optimizing videos so that they are the top results in response to consumer concerns.

There is nothing like the intimacy of seeing someone in person, and the virtual equivalent can go far in generating an emotional response when people are in an agitated state over product safety or customer service issues. Blackshaw nails it when stating that hearing from the CEO or someone in customer service gives the perception that companies care, and as we know perception is reality. Peppering search results with videos provides a unique way to show and not tell consumers your side of the story, which is especially useful when negative press is working against you.

I'd also recommend replacing the "about us" section with videos of management or employees describing the company, especially for brands trying to earn recognition. The phrase "putting a face to a name" became a cliche because it has value, especially when the name is a brand.

Posted By John Gartner at 10:14 AM
Permanent Link: Marketing Videos Connect With Consumers | Comments (1)

(1) Comments on Marketing Videos Connect With Consumers

Great post. We have been playing around with using videos and I can's say its driven any business, but we havent' pushed the envelope yet either. Looking forward to it though.

Comments by Scott T : Tuesday, August 21, 2007 at 12:12 PM

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