Multimedia Marketing

Video Marketing

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Multimedia

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Videomarketing Videomarketing, auch Web Video Marketing genannt, ist eine spezielle Form des Online-Marketings, um unter Einsatz von Videos im Internet PR-, Marketing- und Verkaufsbotschaften auf eigenen oder fremden Internetseiten zu präsentieren. Videomarketing nutzt das Internet als Distributionskanal. Das bedeutet, ein Video wird dabei auf möglichst viele Videoplattformen (zum Beispiel YouTube) hochgeladen. Zum einen sollen damit zusätzliche Anreize geschaffen werden, um die Besucherzahl, sowie die Verweildauer der Besucher auf der beworbenen Website zu erhöhen. Zum anderen wird Videomarketing gezielt eingesetzt zur Markenführung, für die Pressearbeit, zur Neueinführung von Unternehmen, Marken und Produkten, um Produktverkäufe zu erhöhen, beispielsweise in dem Produktvorteile im Video dargestellt wird, um die Kundenbindung zu festigen, etwa mit Videoanleitungen und Tutorials und um auf fremden Internetseiten für das eigene Angebot zu werben. Die dazu erstellten Videos werden für das Abspielen in ein internettaugliches Videoformat gewandelt. Als Quasi-Standard hat sich dabei das Flash-Format etabliert.

Search Engine Optimization In an online world where traffic is emerging as a currency of trade, Search Engine Optimization (SEO) is a thriving industry. Whether through transactional e-commerce or marketing impressions, it is critical to ensure your content optimal placing in a search engine’s untainted, organic results as well as in commercially-sponsored results. As different forms of information and content fluctuate in popularity among the general Internet population, the practice of SEO must similarly yield to the traffic flows that dictate online success or failure. For instance, the growth in the online news sector has driven increased interest in methods to ensure high placing on sites like Google and Yahoo! News along with newer, user-generated sites such as Digg and Reddit. Merely issuing a press release is no longer sufficient to amplify your message to be heard above the noise today. If you want your news to be read, you must ensure that it is well seeded at these popular news sources too. The growth of online video The increased ubiquity of broadband and the growth of available content on the Internet have caused a similar flux of traffic towards online video. The explosive growth of user-generated content sites such as YouTube and MySpace Video combined with the steady growth of traditional media content sites like CNN and the BBC have collectively redirected a slice of the online consumer’s attention toward the search for and consumption of video content. This shift in attention is generating new traffic, and the SEO industry will be quick to follow suit. What is Video Search Engine Optimization? Simply put, Video SEO is the art and science of ensuring that your video content attracts as much traffic as possible. What this paper will cover This white paper is a readily accessible exploration of the key topics concerned in Video SEO today. As befits such a new and evolving area of expertise, this paper borrows frequently from the online observations and articles of those who are involved in the industry at the coalface and blinkx SEO White Paper will suggest further reading for additional detail on any given facet of the overall topic. This paper will not cover areas that, while extremely relevant to Video SEO are not inherently part of the topic. For instance, while some lessons of podcasting are applicable, they will not be covered, nor will audio content SEO. Moreover, although it is a common practice to simply buy traffic towards video from search traffic re-sellers or by purchasing fixed price ads, this paper will focus instead on organic Video SEO which you can get free of charge. The flip-side of SEO is, of course, monetization. Video can be monetized in many ways: it can contain high value video ads that are played before, during or after the content; it can be a teaser that compels viewers to purchase a product or further video or, if it is a piece of marketing or advertising masquerading obliquely, it may contain value in itself. Though online video monetization is a fascinating and still-evolving topic, it deserves an extensive write-up of its own. Therefore, this paper will focus only on attracting traffic to the video and not what happens after traffic has been secured. 2 Background The online video market today To provide greater insight into the current climate surrounding and shaping Video SEO, a brief discussion of today’s growing video Web market follows. In recent years, Internet growth has maintained an aggressive pace, with the number of active Internet users in the US alone reaching over 211 million in 2008 (eMarketer). Globally, Internet usage is growing at a faster rate as European adoption rates approach US levels and major Asian markets continue to gain momentum. Significantly, broadband Internet is the fastest growing segment of the Web. By early 2008, US broadband penetration rose to over 86% among active Internet users, according to Nielsen NetRatings, and is expected to break 90% by 2009. Major markets around the world are experiencing similar growth; in the UK, broadband penetration is forecast by eMarketer to reach 77%, or 20 million households by 2011. This growth in high-speed access has created unprecedented consumer demand in Internet-distributed rich media and, as a result, advertisers and content producers are rapidly diverting focus from text to video-based content. In addition to content from traditional providers, user-made rich media is also on the rise. In early 2008, YouTube had grown to over 4 million videos, according to comScore. Video content is not just being created—it is being watched by millions. Nearly 140 million users in the US watched video online, streaming approximately 11.5 billion videos in the month of March 2008 (comScore). Findings from a 2007 eMarketer survey support these observations: » 123 million Americans will view online video at least once a month in 2007 » 123 million Americans will view online video at least once a month in 2007 » 27% of online video viewers watch news at least once a week » 26% watch funny videos at least once a week » 66% of video viewers have watched online video ads and 44% have taken an action on what they had seen » 76% users tell a friend about a video they have seen It is clear that online video is an evolving and burgeoning space with a number of players vying to provide various services within the overall industry. Understanding the Online Video marketplace Video SEO occurs in context of the larger online video industry and market. To assist our own understanding of this market, the key players involved and the types of services and products each provides, we at blinkx have built a topographical view of the key players, broken down by how each interfaces with others. We’re very happy to share that topography and the spaces we’ve identified within it here. Following the diagrams themselves, the paper provides a brief commentary on each of the roles played by the companies that inhabit each identified space, including a few examples of competing services in each. It should be noted that online video is a young industry and a number of companies we mention provide services in multiple categories. For simplicity and ease of understanding we’ve focused on highlighting each for their significant contribution. Diagram 1 is a rough ‘application stack’ of the video industry, demonstrating the levels of services that are provided by different players and which services depend upon and support others. The stack should be read vertically—Content Delivery Networks provide the backbone upon which Hosting and Streaming services are built and they, in turn, are generally the foundation for editing and creation tools. Diagram 1: The Online Video application stack Diagram 2 represents a bird’s eye view of the same stack—this time showing how certain layers within the stack apply only to specific functional or service areas.

Marketing

Online Marketing

Videomarketing

Videoproduktion

Video Ads