Digital Marketing: Under New Management

In this age of technology, audiences are looking for information and engagement at the speed of light. They want content at the tip of their fingers and to be entertained in even the most ordinary of locations. Businesses are setting their sights on bigger populations of consumers, requiring a need for continual content distribution with faster production turnaround times. In order to familiarize the public with their brand, companies are utilizing video production to market their business to consumers with otherwise limited product exposure. These production companies provide high quality content with rapid output at lower costs then formal marketing firms. Creative control lies in the hands of the client, allowing for a more personalized message to the public.

Enlisting the help of video production companies gives clients the freedom to post their marketing and content across varying platforms. Gone are the days of depending on ad airtime slots for high consumer views. Now, businesses have 24 –hour access to a wide demographic of customers, even internationally. Videos can be shared between audience members, edited and re-edited based upon platforms, and downloaded and re-watched at the touch of a button. Specific demographics can even be targeted with the aid of “like” and “share” data in real time. That means that a video campaign can be distributed to customers specifically searching for a company’s product at that moment. Take the 2016 Summer Olympic Games for instance. Companies have plastered the internet with video content in an effort to gain viewership and attendance from a broader audience than ever before.

In addition to quality work at the consumers’ fingertips, video marketing can be used to create what’s termed “FOMO,” or Fear of Missing Out. The action of live events, viral video, and commercial content are happening in real time. Audiences are viewing content and distributing it to the masses immediately, creating a variety of social movements. The excitement created from these movements keeps consumers anxious about missing out and prompts constant digestion of material. Unlike standard print, television, or radio marketing, streaming video and platforms like YouTube and Facebook allow viewers to stay connected on the go.

With Millennials consuming most of their news and content via social media, the need for video marketing is at an all-time high. Mobile apps and devices have created a decline in desktop internet use and have led to companies creating mobile-first content. Gen Z has also become a leading marketing demographic, as the internet savvy youth have taken more of an active/participatory role in content creation. Whereas Millennials are primarily focused on absorbing as much information as possible, Gen Z audiences want to be a part of the action. According to a Reuters survey, 79% of the leading digital companies have plans to invest more into video marketing in 2016 than they had in 2015. In order to stay in stride with the growing trend of digital media, companies are realizing the need to deliver video content at the rapid pace of their audience’s consumption.

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