 My first real job was with a CBS television affiliate. I was drawn to the industry for its rich media, community and newsroom qualities. Never in my wildest dreams, back in the mid 1980s, did I think that virtually anyone with a few hundred dollars could be a successful television producer and network all rolled into one--but that is happening now in the 21st century with three technological and social shifts:
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Fast, global networks embraced and trusted by millions of people
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Fixed and mobile consumption, and sharing of rich media and video
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Easy and inexpensive HD video creation, editing and distribution
Today, according to Forrester Research 71% of the online audience already watches Internet video, and the number of streams consumed should more than double by 2013. While at SES San Jose in August 2009, the adoption of video by marketers was very apparent in two areas for improving SEM and SEO:
1) Integration of video, email, social, mobile and search by CMOs and their cross-functional marketing teams serving businesses and consumers
2) Monetizing video with help from low or no-cost tools like YouTube, Google, TubeMogul, iPhone, Nokia, BlackBerry, Kodak, Cisco Flip, etc.
Coldwell Banker Gets It
Michael Fischer, senior vice president of marketing at Coldwell Banker, discussed their successful viral marketing, SEO and video-selling campaigns at SES San Jose. He showed examples of how Coldwell Banker’s innovative YouTube channel is energizing their network of agents and local communities, by showcasing what video can do for them and prospective buyers through geo-targeting and local search. Here are two, exclusive Lyris HQ TV clips from Michael’s presentation:
Part 1 of 2: Coldwell Banker's Michael Fischer at SES San Jose, August 2009 (3:07) 
Part 2 of 2: Coldwell Banker's Michael Fischer at SES San Jose, August 2009 (2:50) 
Video Tips for B2B and B2C Marketers
Online video is no longer just the domain of user-generated content and TV sites. From government to one-owner businesses, all industries are incorporating video into their Web experiences. While one of the original business cases for online video in the media industry focused on advertising revenues, these latest industries are integrating video to accomplish a number of business goals, including:
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Awareness - Video represents the most powerful and fastest-growing digital medium for communicating a message to constituents, influencers and customers – often, consumed directly on mobile handsets. Government officials and CEOs alike are using online video to quickly get messages in front of their audiences. President Obama relied on video messages throughout his 2008 campaign and continues to use them in the White House to communicate policy decisions and recommendations.
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Demand generation - Items that are less likely to lead to online transactions, such as cars, software or financial service packages, can use video for demand generation. For example, Lyris posts interviews (often, impromptu recordings), presentations and product demos on its Lyris HQ TV channel on YouTube.
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Sales - Like images, video can help lower barriers to purchasing online. Video for selling efforts can range from a simple clip introducing local experts, to highlighting different views of complex products, to sharing features that demonstrate emotional benefits of a new service. For example, Coldwell Banker features homes for sale or, from a different perspective, lifestyle opportunities in specific locations.
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Customer service - Organizations can reduce costs with a portfolio of video tips and how-to information. Several industries, such as consumer electronics and computer hardware/software, use online video as a self-service customer channel to help augment other live services available via social media and traditional support centers.
No doubt, online video packs a lot of information and value into a small but eye-catching package that is available anywhere, anytime. Video simply conveys stories and makes complex concepts easier to grasp. Further, video can put a human face and conversation on brands, marketing and promotions, and is extremely easy to share and go viral.
For more video and digital marketing integration tips, trends and strategies consider reading these three Forrester Research reports published in 2009:
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About the Author
Erick Mott is the communications director for Lyris. Connect and collaborate with him on http://twitter.com/lyris and www.linkedin.com/in/erickmott.
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