I recently read a post about the effectiveness of videos in marketing. The post by Ford Kanzier goes on to talk about how “adding video boosts customer engagement nearly five times over print-only content”.

This post really got me thinking about how we market products and the discussions in class about benefits and not features. The post talks about how videos are few and far between in comparison to print in the marketing world and the ones that are out there are “deadly boring”.

Continuing with the thought of benefits and not features the post talks about how marketers should focus on customers’ pain relief or successes instead of brand. This entire notion is really interesting. If what he says is true than it does bring up thoughts about how important the marketing of your product is anyways. While it is important to have a good product it seems more important to have people connect to your company instead.

This entire post has me thinking about how I could essentially copy a product already on the market, alter it an insignificant way, and then sell it and possibly make decent sales, so long as my advertising better connectes my target segments to my company through advertising that promoted customer success rather than the actual product.

The post goes on to talk about the company Caterpillar which makes

Image: www.foreverparts.net

construction equipment and how there was a advertising video that taked about what their products were doing to help people while only mentioning their brand once. We have seen several videos similar to that in class where brand is not the main focus which also sheds light on how important even the brand is compared to the emotions that advertisements are trying to elicit.

It really makes me think exactly what companies and trying to market in a strange existential way.

Here is a link to Caterpillars video.