What's the value in making an online video? Making one for its own sake seems a pretty pointless exercise. Simply putting it up on a company's own website also seems fairly ineffective. Can you get real commercial value from a video? Some companies have proved it can be done. The latest figures suggest that the Does It Blend? YouTube campaign has received something like 32m views and is claimed to have increased Blendtec sales by 500%.
So where does video fit in the corporate promotional mix in the UK? Does it sit as part of a firm's online PR strategy? Should it lie with marketing... or advertising? As mentioned before, the straight advertising approach doesn't really work as the online viewer doesn't seem to like the hard sell in any form. That tends to suggest that video should be seen as part of the PR or marketing budget and the producers should therefore be sitting alongside those teams, delivering the strategy. Do you agree?
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Wherever video sits in the overall publicity mix, if PR and marketing are not aligned, their different paths create the well known gorge called the credibility gap! Fortunately PR & marketing come together online, where video is rapidly becoming the most sticky content - when made well.
ReplyDeleteAs Penny says, to think of marketing and PR being standalone is missing the point in digital/online as they are very much, and in many ways, one and the same.
ReplyDeleteThanks both -- valid points
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