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15 February 2011

Down the tube? Business execs must get it right with online video

The way people use the web continues to evolve, and fast. Right now, we’re on the cusp of an online video revolution – but we’re not talking about YouTube here. That’s old news.

In 2011, we predict to see a massive increase in online video production using professional platforms that are not of the YouTube ilk. This prediction is based on three things.

The first is the incredible surge in online video consumption in recent years. A 2010 ComScore report found that “81 per cent of Australia’s Internet population viewed video online in July, with an average viewer watching more than 7 hours of video during the month.”

What with increased bandwidth, the introduction of standards and the ongoing surge in social media, these numbers will continue to climb.

The second is the finding that online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle (Marketing Sherpa 2008).

And the third is the simple fact that we are already seeing our clients reap great business benefits from implementing an online video strategy.

Delivering sound video strategy

Bienalto has long recognised the value that online video delivers to business, and we work closely with our clients to map opportunities to leverage this proven tool, whatever their marketing strategy or business need.

Many of our clients are putting our full production capabilities to good use. Examples of where Bienalto has helped clients utilise video include:

  • Frontline published a highly successful webinar on Flash Cache technology. The 30-minute Q&A style video tied in with a targeted web campaign, and more than 800 people have viewed it since its release in November 2010
  • Channelsun.sun.com is a global library of engaging and informative video pieces, ranging from case studies to Q&As on new technologies. Bienalto assisted the local Sun team to produce a number of videos, using the Brightcove platform.
  • AMP Private Wealth Management has created short video messages from each of its financial advisers – enabling potential clients to watch the videos and find an adviser they can relate to.
  • Austrade has created a series of videos targeting potential investors from different countries across the globe, selling the benefits of Australia whilst acknowledging the unique needs, culture and language of each country/region.
  • Engineers Australia has used a range of memorable, engaging video pieces in its Make it so and Year of Humanitarian Engineering campaigns.
  • In many of our clients’ newsletter, stories are accompanied by a video message from an expert, to boost the credibility and authority of the article.

Hurol Inan, Managing Director, Bienalto, is excited about its many possibilities. “I think video is an amazing ingredient for innovation. Beyond its uses for communication and marketing, it can generate new revenue opportunities in the form of brand new products and services, and augment existing ones with value-adding video content.”

Does YouTube deliver?

While YouTube and other video sharing sites present a great opportunity for content to be seen by millions of people, businesses should not rely solely on these sites. Indeed, many executives are now demanding much greater control over their video strategy – control which YouTube alone cannot deliver.

To take control and realise the power of video to build relationships and brands, businesses need to use sophisticated, professional online video platforms.

One such platform is Brightcove, which gives users complete ownership and control over their content, and thus helps to:

  • Boost marketing ROI – through increased conversions, building brand equity, driving more traffic to the site, keeping customers on the site longer, and more.
  • Build relationships – particularly the case in the professional services sector, where customers like to see real people and hear authoritative messages.
  • Extend the life of events – through video briefings, live streaming, pay-per-view access and more.

But using a professional platform doesn’t mean you should ditch YouTube altogether. It certainly has its place – particularly in the acquisition phase.

Peter Graves, Regional Sales Director, Brightcove, recommends a blended distribution strategy. “Certainly post your videos to YouTube to capture a broader audience, but don’t rely on it as your sole platform. Rather, use it to drive traffic back to a video hosted on your own site, where you can more effectively engage and convert your customers,” he said.

Whichever direction you take with online video, you need to think hard about your online video strategy and ensure that the material you produce is of the standard expected of your customers – and is found in the places that those customers want to see it.

As the video stats continue to climb, Bienalto will apply our expertise in video strategy and execution to help even more businesses answer the question, “How can we leverage it most effectively?”

Want to learn more?

Request a meeting with Bienalto to discuss your video strategy
Read Brightcove whitepaper: 5 keys to success with online video
Read Brightcove whitepaper: Marketing with video