In today’s day and age Digital Video has become one of the most important mediums through which companies market their products. However there are many myths associated with this marketing technique. The article I read uncovers these myths and brings to light how the success rate of a marketing campaign through digital video can be improved. I today will focus on four of the myths highlighted by Nicole Fallon, the writer of “5 Ways Marketers Get Digital Video Wrong”
Myth No 1: Marketers believe that view count is the only metric that matters : Everyone is fixated on finding ways to make a video go “viral” , however this is only a part of the story. What really matters is what change your video is driving? are people visiting your site after watching your video? Are they finding out more about your brand? Only when these questions are answered can the true success of the campaign be measured, not by just calculating the number of views.
Myth No 2: The content is secondary as long as the video looks good : Matt Heimen, Co- founder and CEO of online video production company, says “Content is first and most important” [1]. There are a million products being sold out in the market. The only way you will convince people to buy your product from among the plethora of others is by telling them what’s different about it, you need to educate them about your value proposition and not just focus on making a “nice looking” video.
Myth No 3: The annotations in a video do not matter: The annotations can play a huge role in increasing sales. By adding a link to your website at the side of the video you will make it easier for the customer to get access to your product (Heimen). Immediate action is crucial in the business of sales and annotations can provide that.
Myth No 4: Marketing online should be similar to the method used to market on television: When advertising through channels such as youtube companies need to make the advertising process more engaging. They have more time on youtube than they do on television and they therefore should take advantage of this. Lisa green, head of industry for fashion and luxury at Google says using the medium of digital video companies can have a “conversation” with their customers as opposed to just sending “a one way message.”
If companies can do away with these myths the success of their marketing campaign can certainly be improved.
Works Cited:
[1] http://www.businessnewsdaily.com/7422-video-marketing-myths.html
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