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The Six Ways Online Video Helps Marketing Programs
It takes a visual element to break through and reach customers or partners nowadays, an Online Video Strategies panel finds.

Online video is often used by companies to boost their marketing efforts, and an audience at the recent Online Video Strategies conference in London learned that there are six key ways that can happen. Here's how John Shaw, chief operating officer at VBrick Systems, told it:

"When we look at all those customers and all that video being moved around, it really breaks down into six primary ways that folks are incorporating streaming video into their marketing programs. They're posting video content on their customer-facing websites, they're building communities by motivating user-contributed content, they're broadcasting sales and marketing events -- both live broadcasts and then providing them on an on-demand basis, they're using streaming video to train their distribution channels to be able to have them represent them in the marketplace, they're getting -- if I'm a government customer, for example -- they're using video to reach out to their constituencies and to get the message out to the community, and, finally, lots of folks are using digital signage to promote their products and services," said Shaw. In the following presentation, he promised to give examples for each of those six methods.

Citing a Gartner study on online video marketing, Shaw noted that it confirmed something VBrick was already seeing with its own customers:

"What they found is the traditional sales and marketing approaches in the marketplace are becoming less and less effective and they're all looking for new ways in which they can tap into social media, viral marketing campaigns, lots of ways. And many of them point towards incorporating a visual element and a video element into those types of campaigns," said Shaw.

For more tips and examples about using online video for marketing, watch the full presentation below:

How-To Guide for Online Video Marketing

John Shaw, VBrick Systems

Ismayeel Syed, Chief Innovations Architect, Aviva Plc

The new generation of savvy marketers is increasingly using video as a solution to lure consumers to their sites and social media properties, and maintain their engagement once they're there. This presentation will examine the opportunity for marketers to communicate with their customers using video, both on corporate websites and social platforms, as well as the market forces leading to the need to implement streaming video into marketing campaigns.