PART II: Video - An essential element of a company’s communications mix
"The one big shift we're going to see in the next three to five years is going to be video advertising" - Google's president of global sales operations and business development, Nikesh Arora. (Source : Reuters – 4th December 2009)
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When Youtube was just a slice of imagination in the brain of its creators, video communication on the net would limit itself to a few institutional movies and tv adverts uploaded on company websites or sent as an attachment by email. We could call it Web 1.0 viralization. TV Commercials such as Budweiser’s ‘Whassup’ were very much appreciated and had already what it takes to be a viral video.
Today, not only are TVCs recycled on the net, but brands choose to communicate online by creating video content that is adapted to the medium and the audience. They understand the power of such a flexible tool that can be easily distributed to their target audience via the social media channels, email, video banners.
And, indeed social media revolution plays a crucial role in changing the essence of communications marketing and distribution strategy completely. Internal and external communications are more and more integrated, the line between above and below is slowly fading and corporate video communications (web tv, web channel, institutional movie…) are gaining ground. Moreover blogs, video sharing and social media sites maximize the influence and visibility of a company through higher search engine rankings. Finally, an e-campaign stays online for a long period of time and needs to be viewed as a long term brand building tool.
All this said, it is no wonder that in the years to come online video will be an essential part of a company’s communications mix as it allows for a large scale, dynamic and effective broadcast, bypassing traditional and more expansive media outlets.
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When Youtube was just a slice of imagination in the brain of its creators, video communication on the net would limit itself to a few institutional movies and tv adverts uploaded on company websites or sent as an attachment by email. We could call it Web 1.0 viralization. TV Commercials such as Budweiser’s ‘Whassup’ were very much appreciated and had already what it takes to be a viral video.
Today, not only are TVCs recycled on the net, but brands choose to communicate online by creating video content that is adapted to the medium and the audience. They understand the power of such a flexible tool that can be easily distributed to their target audience via the social media channels, email, video banners.
And, indeed social media revolution plays a crucial role in changing the essence of communications marketing and distribution strategy completely. Internal and external communications are more and more integrated, the line between above and below is slowly fading and corporate video communications (web tv, web channel, institutional movie…) are gaining ground. Moreover blogs, video sharing and social media sites maximize the influence and visibility of a company through higher search engine rankings. Finally, an e-campaign stays online for a long period of time and needs to be viewed as a long term brand building tool.
All this said, it is no wonder that in the years to come online video will be an essential part of a company’s communications mix as it allows for a large scale, dynamic and effective broadcast, bypassing traditional and more expansive media outlets.
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