Now that 2010 has arrived, it’s time for business owners to take stock of their marketing – assess what worked and didn’t work the year before, and determine what, if anything, new to try in the coming year. In an Entrepreneur.com post 10 Marketing Trends for 2010, marketer Susan Gunelius lays out the top 10 trends that will affect all areas of marketing, advertising, branding in 2010 and beyond.
The article is certainly worth a read for any small business owner grappling with marketing strategy and priorities. We spend considerable time focusing on how SMBs and local businesses can leverage online video marketing, and certainly appreciate that online video made the list “Both online video and mobile marketing are set to explode, and we’ll really start to see that happen in 2010″.
However, we were even more excited to read Gunelius’ first point: Transparency and trust are paramount. She wrote, “[Companies] that … make a concentrated effort to be honest and open in their marketing communications will generate positive consumer responses, which can lead to brand loyalty and brand advocacy.”
These words echo the real-world results we see each day when it comes to online video that works. Today’s consumers are savvy. They’re highly attuned to weed out sales pitches. And the Internet puts them in full control — they can instantly navigate away from something that rings hollow or sounds phoney.
As a result, we find that small businesses are most successful with authentic videos where the company owner, employee, or customer tells their story in their own words. Less reliance on scripts and a more organic production process result in an honest, emotionally engaging product. This personal approach differentiates a video from the clutter of marketing jargon on the web today – compelling viewers to want to know more.
Our VP of Corporate Development Jared Simon was interviewed by O’Rourke at Ad:tech NY this month. Jared told the Award-winning Hotel Marketing Firm about our InterContinental Hotels & Resorts case study and how online video is proven more effective than T.V. spots.
Now I’m a big fan of Mashable. And we definitely appreciate any discussion on the power of online video and the opportunities for small businesses. However, at TurnHere we’ve produced more than 20,000 online videos for companies of all sizes. And as someone who’s been on the front line of online video marketing for years , and has seen first hand what strategies drive clicks, calls, and ultimately purchases, I’m compelled to toss a few thoughts into the mix.
Online video is the top marketing priority for 2010, edging out both email and search marketing
· Companies are experimenting across a wide range of video marketing: 57% have created branded video; 40% have used video for product or service demos, and 37% for customer or employee testimonials
· Branded content is the preferred online video type with the highest use among all video formats, the highest overall satisfaction levels and the highest likelihood of future use
We’re excited to release the findings of our first-ever report on the current use of online video by brands and agencies and what the future holds for the medium. The results confirmed what many in the online space have said: online video is a big deal now and in the coming 12 months. In fact, online video was ranked as the highest priority for marketers in the next 12 months, surpassing both email and search marketing.
The survey participants are marketing decision makers at both brands and agencies ranging from small boutique firms to publicly traded, Fortune 500 companies.
Some of the top findings are:
Online video is the top marketing priority for 2010, edging out both email and search marketing
Companies are experimenting across a wide range of video marketing: 57% have created branded video; 40% have used video for product or service demos, and 37% for customer or employee testimonials
Branded content is the preferred online video type with the highest use among all video formats, the highest overall satisfaction levels and the highest likelihood of future use
Research firm eMarketer just put out a new report that analyzes the growth and development of digital video advertising. Titled Digital Video Advertising: Where’s the Money?, the report offers some interesting figures that simultaneously give us confidence for the future of the industry, as well as a little perspective.
So, first for the perspective…With all the focus on the skyrocketing growth of online video and the promise of this new marketing channel, it’s all too easy to think of the traditional TV ad spot as an obsolete dinosaur, close to extinction. However, the report showed that TV advertising isn’t going anywhere anytime soon — and it still dwarfs its online counterpart. According to David Hallerman, eMarketer senior analyst and author of the report, for every $1 spent on Internet video ads in 2009, marketers will spend $65 on TV commercials.
But now, like other recent industry reports, this paper shows that online video advertising is growing, and growing fast. According to eMarketer’s figures, 2008 witnessed a huge burst in growth — over 125%. Yet, eMarketer does not consider that phenomenal growth rate to continue; the report projects the growth will taper to 40% year-over-year growth for the next four years, and then “fall” to 30% growth in 2013. Although these forecasts anticipate a slow-down in growth rates, I’m guessing that many industries would be pretty happy to see 40% (even 30%) growth each year.
Perhaps no industry needs potent marketing more than the publishing industry. A 132% increase in books published from last year has created significant hurdles to getting readers’ attention. And publishers and authors must turn to creative forms of marketing that appeals readers’ sensibilities and interests, that presents them with engaging content. With its ability to tell a story and create a personal connection with viewers, web video has become book marketers’ new best friend.
Welcome to TurnHere’s new blog. We’re excited to share with you our take on how online video is changing the way people and businesses connect with one another online. That’s what makes the online video world so exciting to us. If you’re interested in online video as much as we are, stay tuned; we’ll be covering everything we love about the online video space from the latest news to video SEO tips, to a series of interviews with thought web leaders talking about the evolution of content and how we consume it online (including of course video).
Before we really dive in though we wanted to give you just a quick overview of who we are and what role we play in the online videoverse. TurnHere is an online video production and advertising company that makes great online video for businesses of all sizes, from Joe’s Pizza in Brooklyn to Fortune 500 companies like NBC, AT&T and many others. We do this in a very cost-effective way by leveraging a network of more than 8,000 professional filmmakers around the world who shoot locally using a documentary style aesthetic to keep production quality high with low overhead.
We like to think of our videos as a new way of reaching people online in an engaging way that meets their information need. A complete departure from traditional 30-second TV spots. You can read more about us here if you’re inclined.
We think the production and distribution of video needs more conversation. Too often the current conversation devolves into a discussion about pre-roll ads and IAB units and CPMs. Important conversations to have to be sure, but ones that exclude the customer/end user and their needs. Video is at its best when it operates in the permission-based world inspired by the “play” button. By focusing on how to meet the expectation behind that click while fulfilling the needs of the business we can create a new way of communication between people and companies. And, creating value for everyone along the way.
Research firm eMarketer just put out a new report that analyzes the growth and development of digital video advertising. Titled