The next big thing online will be video

November 24, 2006

Five cents buys you nothing in Bablion:

Video will become the most immersive media and marketing channel because customers will be able to choose it, download it, share it, and experience it in their own context and on the go. Within two years, people will be able to see video everywhere: on an office computer, home computer, web-enabled tv, iPod or mobile phone. They will also be able to share it with family, friends and colleagues.

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Youtube is big

Youtube is a big idea. It will take years for marketers to get their minds around it, but video will begin to dominate communications and integrated online marketing strategies within the next five years. Not the Hollywood quality high gloss, but the camcorder stuff, the rough cuts and lower quality pictures where real people appear to be getting eye to eye with people.

If the content is great and the light is good- that’s all you need to make things happen. As the prolific number of online marketing channels increase, voices get lost in the crowd. That’s why people appreciate the directness of video media. They make connections faster and they are more likely to come back for more. And It doesn’t require tv station or film production effort to make this happen.

In a world where brand messages are everywhere, you will have to put yourself or your content out there in the world.

Below is a popular video song about how video pop culture is created by people on the internet.

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Time is the one thing we don’t have, online.

February 24, 2006

Five cents buys you this in Bablion:

A worthwhile online investment will be more than the annual cost of your telephone book ad. It will be more than the cost of a great website. It will be more than the cost of a great website, quarterly online advertising campaigns, and the technical support to keep it holding together.

If you truly intend to move products and services through online engagement, you will also have to include the cost on ongoing content development by professional online content developers (in house or outsourced).

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Moving Product or Services by Online Engagement

Online engagement must be created with intention and sustained with persistent effort over the long term; it rarely happens effortlessly, quickly and overnight. If customer experience is right, the research is solid, and the offer is interesting, it is possible to move product or services faster by online engagement than by more traditional off line outlets and distributors.

We have all seen how people and companies came online in the late 90’s with a big idea and failed for lack of follow up and online follow through. Corporate websites for big companies are the best example of this kind of failure of engagement, but blogs, microsites and script kiddie ventures tend to have the same problem.

Though most know that relevant online information and customer-experience interactions effect both urgent purchase decisions and educated decisions that operate over time, it seems difficult for many to understand that online engagement doesn’t usually happen once or by a single effort- even if heroic or grandiose.
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