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Video Marketing Research


The New Rules of Marketing &PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly


Because our project was to make a promotional video encouraging people to join the company, I had to understand more about marketing so I read this book. These are the things I leanrned from it.
  • People like to be engaged, this way they help to spread the company's ideas without even being asked.
    That's one of the reasons the first thing in our video is directed straight at the viewer "Do YOU have what it takes?"
  • " We need to be constantly learning and updating our skills to reach buyers as they’re looking for the products and services we sell."
    The firsy rough cut of the project was inspired by the reference videos the client sent to us but it was boring and didn't exactly tell what we wanted it to tell. So after doing some more research we found a better way to deliver the message.
  • "Unlike in the days of the old rules of interruption marketing with a mainstream message, today ’ s consumers are looking for just the right product or service to satisfy their unique desires at the precise moment they are online. People are looking for what you have to offer right now."
    Which means that the message the video sends should be very clear and straight to the point. Every second counts.
  • "Instead of a one-sizeļ¬ ts-all website with a mass-market message, we need to create just-right content — each aimed at a narrow target constituency."
  • "Marketing on the web is not about generic banner ads designed to trick people with neon color or wacky movement. It is about understanding the keywords and phrases that our buyers are using, and creating the content that they seek."
    That's why we used footage to illustrate our key points.
  • "images to reach buyers directly and drive business"
  • "The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organization as a leader."
  • Have a goal in mind.
    our goal was to make people want to join the FIRM
  • "Videos use emotion to tell stories in ways that most other forms of marketing cannot."
  • "If you create an interesting story, others will share it for you."
  • "Many organizations create videos to showcase their expertise and provide valuable information to buyers in an easy-to-understand medium."
  • Have fun with it.
    Our goal was to make the conference look more fun than it actually was so we used upbeat music to create more dynamic and fun atmosphere.
  • "Creating audio and video content for marketing and PR purposes requires the same attention to appropriate topics as other techniques outlined in this book. It requires targeting individual buyer personas with thoughtful information that addresses some aspect of their lives or a problem they face. By doing so, you brand your organization as smart and worthy of doing business with."

I've also watched this video, it's not exactly about what we were doing but we still were able to find some usefull information, such as:
  • People need a hook to stay and watch your ad.
  • People like seeing people (close ups).
  • People have very short attention span, so you have to be quick and straight to the point.

Bibliography:
Conductor (2017). Video Marketing Strategy | C3 2017 | Mark McMaster. [online] YouTube. Available at: https://www.youtube.com/watch?v=34yT7dyams8 [Accessed 22 Nov. 2018].
Scott, D. (2017). The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly New rules of marketing and PR. 6th ed. New Jersey: Wiley.




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