<< by Kaitlyn Smeland Dhanaliwala on February 4th, 2011
This morning’s session at Marketing Profs Digital Marketing Forum in Austin is Integrate Video into Your Marketing to Intensify Your Reach and Engagement. We have a full lineup of speakers today:
First of all, Ekaterina Walter explains why marketers should care about video. It’s a highly consumable “content companion” that is becoming a preferred medium. Consumers are actually starting to reach out for how-to information in a video format. Plus, the number of videos viewed (not searched for) is now greater than searches conducted on all search engines. (I would add that search engines know that video is growing, and it is becoming more salient in search results- further fueling consumers’ exposure and adoption).
Jon Schroeder launches into his video strategy at Crutchfield. The company puts its videos on YouTube and Facebook; it tweets new videos as well. Its YouTube channel is approaching 2 million views over the course of 2 years (a long-term strategy), and fans like to interact with the content.
A few years ago, Crutchfield employed a “book report” format which was highly scripted and contained significant motion graphics and effects that took a lot of time to produce. The video length was long, because the content was filled with every technical detail of a product.
The video team changed to what Jon calls the “BBQ approach” that explained products in a level of detail that would be adequate at a BBQ. It was more conversational, with a relaxed vibe and much less scripting. Jon offered a few tips…