The Emerging Importance of Online Video
DeLoca and Nutt stress that it’s important to track everything, using digital asset management and optimization strategies/tools to see what type of video is most effective—and what video can be added that consumers are searching for.
Who Does It Well
DeLoca says two standouts in online video are General Motors and Barnes & Noble. GM uses video for all its online communications: public relations, internal communications, marketing. The entire Web site leverages video, from the pressroom, where it has the latest news from new CEO Chris Henderson and updates on individual brands—such as the shuttering of Pontiac—to live video webcasts, sometimes open to the public, like when GM announced its re-emergence from bankruptcy.
Barnes & Noble, known primarily as a store retailer, has been using video to build a sense of community. Right on the homepage, there is a set of video clips browsers can watch. From there, Barnes & Noble creates product-specific video content, including video as part of the buying process. And it’s more than just reviews. The videos on the product pages often explain more about the selected book or DVD, even providing interviews with the author in some cases, giving the customer much more insight into the product.
What makes both companies so effective with Web video is the integration across their entire Web presence, giving consumers deeper and richer online experiences. The use of online video is quickly becoming an expected feature. Have a strategy in place to leverage this emerging technology to enhance your online marketing efforts.