Monday, December 12, 2011

2012 Is [Definitely] the Year of Video

It’s all over the Internet, stuffed into every eNewsletter, offered up on any website that works, glowing LED at every click. It’s marketing VIDEO. By the end of 2012, we’re going to be seeing so much of it people will begin to ask [all over again] whether “this is the death of print.”

Examples? How about the following three videos, all of which landed on my desk in a single morning (December 1).

Square2Marketing has its “Video Marketing Minute.”

Direct Marketing IQ [Target Marketing Group] has DMIQTV.

Production Solutions features Package Formats that will get your attention.

None of these videos are fancy-schmancy. They feature real people talking about -- and demonstrating -- marketing expertise. The films are short, sweet, and targeted.

There’s plenty more where this came from, so if video isn’t on your 2012 calendar (yet), you still have two weeks to put it there. Happy New Year!

p.s. In its Who's Mailing What archive report, reported a big crash (33% decline) in B2B direct mail in 2011. Please note that all of the above videos are B2B efforts.

p.s.s. When this post appeared on The Digital Nirvana blog to which I contribute, one commenter defended direct mail's role in acquisition marketing and wrongly assumed I was echoing the oft-repeated "direct mail is dead" mantra. Not so. Direct mail remains an effective — even essential — part of acquisition marketing. DMIQ’s “Who’s Mailing What” analysis led to their conclusion that B2B marketers had been doing far less direct mail in the first six months of 2011, compared to 2010. Meanwhile, I, too, have seen an explosion of B2B marketing video, not necessarily for acquisition, but certainly as a substitute for textual "content marketing." I stand by the prediction that 2012 will be the year video becomes commonplace on websites, in emails, in eNewletters, and in landing pages. A case in point? HubSpot's brilliant use of a "What is HubSpot" video on its download landing page for a free eBook.

--scrubbed by MarketingBrillo

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