HOW DRTV CAN WORK FOR YOU / WHITE PAPERS
Five Good Uses For Online Video - The Next Stage In Internet Evolution
An InfoWorx Research Analysis
EXECUTIVE SUMMARY
It used to be online video was the villain that made pages download slower than a snail race. Then You Tube generated an enormous community totally devoted to online video. Now online video is the next big thing on the Internet, and it will revolutionize how companies communicate with their customers. At InfoWorx, a direct response infomercial production and media company, we spend a lot of time making our Direct Response Advertising campaigns successful whether they are DRTV, DR Radio, or direct response digital media. We are now finding that online video can be a vital part of the entire media campaign, and the video hosted on your website can go a long way in not only attracting new customers, but in retaining existing ones.
1. Online Video Can Sell Directly
Communicating with your customer and establishing a long term relationship can happen in many ways. With online video, you can embed the same selling message that costs so much to broadcast right on your website. In fact, it has been shown that visitors more often become converted to buying customers when there is online video running on the website.
2. Informative Online Video Can Build Relationships
Your online video does not have to sell directly. Many companies archive investor meetings for shareholders, or host "how to" videos to help befuddled consumers figure out how to work their product. More and more, you are seeing the frequently asked questions as video files rather than simply boring type. Anytime you improve communication with your customer, you are enhancing the relationship. Hosting online video that is informative and useful tells your customers that you care about them and that you value them learning about your product or services.
3. Online Video Can Present Breaking Updates and Important News.
A website can work almost as hard as a 24 hour news center for your company. When you use online video to present important company news and show events that are related to your product, it's almost as if you are tuning in to a broadcast. Video news releases about the company are great to get on television, but they are also important options to host on your website. RSS videocasts can also give your website a contemporary, up-to-the-minute freshness that a lot of never-changing internet websites don't have.
4. Build Your Brand With Online Video
You can tell compelling brand related stories about your product with video content. This gives your website a watchability that many sites don't have, and this lure will help keeps customers on your site longer than simple text and graphics. One brand of athletic shoes runs video documentaries about the athletes that wear their brand. Using online video to tell the story of your brand will not only build the business, but it can improve brand loyalty in a very competitive environment.
5. Invite Users To Post Their Own Online Video
Let your customers make the videos that will drive them to your site. It sounds like a crazy idea, but user-generated content (UGC) can turn customers into a motivated network of content creators who are excited about your brand and the opportunity to host and share videos with other consumers. Suddenly, your company website becomes a cool social website that is cultivating a network of excited users all by itself.
Welcome To The Next Stage In Internet Evolution
When people ask where the Internet is goingÉ the answer is - it's going video! The video-centric web will allow companies to engage their customers and create communities of devoted, loyal users that are engaged, excited, and committed. The web's design and flexibility make it a powerful visual medium. Moving images, flash, and animation are turning the World Wide Web into a compelling environment, and by harnessing the power of these tools, you can make the company website work harder and more effectively than ever before.
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