Digital marketing trends part II - Online video broadcasting

Internet video postings are also an emerging trend in digital marketing. Companies start to promote their product through You Tube and other social media websites. This has been far more economical for the companies because the cost of posting a video in You Tube is far lesser than the cost of television advertisement. The reach through this internet video is also huge in this social media era.

Individuals have used this video broadcasting media very effectively to solve their problem or come to limelight but most of the effective brands have not used them successfully. For example the united break guitar was a hugely successful You Tube campaign. A musicial created a YouTube campaign on being upset at United Airlines for breaking his instruments. The campaign reached nearly 3 million views in just a few days, and made the airline to settle the individual’s demand. Not all companies have neglected You tube as a channel for promotion.Tipp-Ex, old spice are few companies that has used You tube effectively. “A Hunter Shoots A Bear”, this interactive YouTube takeover campaign from Tipp-Ex, a correction fluid manufacturing company, has racked up over 2.5 million views on the initial start video and over 3.5 million channel views in the over a period of few weeks. The video depicts a hunter's dilemma when confronted with the decision of whether or not to shoot a bear that wanders into a campsite. The video has been hailed by internet analysts as a novel, creative and entertaining form of advertising.

The essential part of these viral campaigns is that the content should resonate with the end customers. Understanding the customers and providing information what the customer want would definitely improve business results. IT not only helps to improve business results but also build a loyal customer base around the video content - communities of enthusiastic viewers that they can engage and mobilize over the long term. The success of reach of the You tube campaign depends on how many user click the Subscribe button and the users pass it on to their connections.

Hence it is advisable that digital marketers start using this channel effectively to promite their products and build a loyal customer base.