How to Use Web and Internet Video to Market and Communicate

IBM Uses “Do It Yourself” Video to Communicate and Market

“No more long, cumbersome marketing documents – no more boring presentations. Video is how companies and business should communicate,” says Mark Leaser, Worldwide Offerings Manager, IBM Software Services for Lotus. “You can do it yourself and save thousands of dollars.

IBM Software Services for Lotus is using video in a wide variety of ways – for internal education and communications as well as for external marketing and customer relations.

Internally, Mr. Leaser and his department are using video for sales training, communication where they want to propose a particular course of action, and to provide training of their technical solution architects and solution specialists. They also are doing internal case studies – talking head interviews and lots of screen capture using their own LotusLive web conference solution and mixing it with live video.

IBM is also using video externally to promote and market their assets and solutions worldwide. The video messages are designed to help customers select, purchase and use the appropriate business solutions.

To speed up the production process, and to ensure a consistent look and feel, Mr. Leaser has developed an effective standardized format to deliver these external messages. These external communication videos usually start with a short teaser – essentially a one to two minute video introduction to a business solution then followed by an action step that is designed to steer viewers to specific online IBM landing pages with much more detail.

Combining the best practices from successful eCommerce and eTailing sites, these landing pages use even more video to further educate and market products and services. A typical video landing page will include links to additional content including additional video and product information. The landing page can also include “infomercial” type videos, as well as videos on how the products work and where to go for more info.

IBM uses video as a means of attracting interest in something that they are doing. The video segments have to be more than a commercial – they have to offer content with value, information of how their solutions will help their customers’ business, and tips for using particular solutions.

IBM Saves Money by Producing In House

Currently IBM uses outside production services as well as internal teams to create their videos. The customer case studies and/or reference videos are usually produced by an external company but increasingly, a larger percentage of the videos are being produced internally. Many of the videos are shot at tradeshows and events where IBM’s various technical and product experts are in attendance. Rather than hiring an outsider who charges $10K to $15K to produce a video, IBM found that they can do it ourselves, single camera, for a small fraction of the price, and it is just as effective. Over a year, they save hundreds of thousands of dollars.”

Some case study videos are shot multi-camera but 90% of all productions are single camera. Most of the videos are captured using standard HD prosumer camcorders (recording onto 16 gigabyte SD cards) with flat lighting from a single large lightbox. For capturing audio, Mark uses professional Sony lavaliere microphones and Audio Technica shotgun microphones. Mark says, “Simple works. One of the most important technical details is to make sure we have clean audio.”

To improve the efficiency of the video editing and production process, the video is captured in a native Quicktime format and then inputted into Mac computers running Final Cut Studio. Mark has settled on h.264 and DVKitchen for compression and distribution over the company’s intranet as well as over the Internet. Mark usually compresses at the standard Apple TV settings (h.264 at 1280×720 with a 4800 kbps data rate) but DV Kitchen makes it simple to provide a variety of compression templates for various viewing and distribution options.

In many ways, their video production process is just like producing a document using Microsoft word. They use standardized formats and templates, and standardized technical specifications that allow a “producer” to easily cut and assemble a video without having to know a lot of technical details.

Once the video is done, the IBM team can share it in a variety of ways. For internal videos, they often use their own internal media servers or YouTube where the videos can be viewed using the standard YouTube video player.

However, for their external marketing videos, they were not satisfied with embedding YouTube in their public facing pages because there was too much clutter and not enough brand control. To give them more control and present a more professional look, they use outside video hosting companies and video platforms that can be customized.

Authoring video in house works for IBM because their current generation of IT decision makers understand the video language and often don’t have the patience to wade through a white paper or technical presentation. To properly reach them, information needs to be presented in a lively, colorful and high-energy mode that can only be conveyed via video.

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Three reasons your business should use video to communicate

1. Use video – it works. The impact is phenomenal. Following the lead of the direct marketing industry which claims a 4x improvement in response in video versus text, Mark says that short videos with links is the most effective way for establishing powerful outward bound communications and building brand equity. Your audience expects video and you need to give it to them. An effective business presents information in a manner that is most receptive by their target audience.

2. Learn how to do it yourself. Modern video technology and solutions are easy to learn and very affordable. In many ways similar to cut and paste word processing, DIY video production has become the baseline for business communications and marketing. It is similar to the past evolution to word processing from executives relying on secretaries. The stratified and inefficient business architecture of the “Mad Men” TV show is long gone. Similarly, a new business communication paradigm is occurring now with video. Word processing is being supplanted by video. Long documents and boring powerpoint presentations are being replaced by video. Because DIY video is so efficient as a communications tool, it should be an integral part of your business.

3. Video is easier than people think. It is no longer some mystical technology. Yes, 20 years ago, video was complicated, expensive and required an advanced degree. However, with the advent of simple to use video nonlinear “cut and paste” editing programs and affordable high definition digital camcorders, high quality production is now attainable by almost anyone. You can hire someone out of high school who has all the skills. Remember – for business, simple works best. It is all about communicating ideas and information, not fancy effects or 3D explosions.

Choosing the Best Affiliate Program for You

What makes an affiliate program the best choice for you? Could the best affiliate program simply be the one that pays the highest rates? Could it be the one that promises the easiest way for you to earn money?

In truth, none of those are correct. If you want to find the best affiliate program for you, here’s what you should do:

Find a Product or Service You Believe in.

All affiliates programs are selling products or services, but only a few of those may be the best affiliate program for you. To identify which one qualify as the best, review the products and services that are on offer then look for something that interest you. Interest is essential because it’s what motivates you later on to tirelessly write and advertise about the products or services.

Secondly, look for something that gains your trust. Take the time to research about the products and services that capture your interest. Are they made of good quality? Do they make empty promises or do they truly stand by their word? Check how the website advertises its goods: are they prone to using false or inaccurate facts and exaggeration? Do they provide excellent customer support and service?

When you find affiliate programs that qualify for both conditions, then one, some, or all of them might be the best affiliate program for you, but you can’t be sure just yet.

Also, don’t make the mistake of choosing an affiliate product or service by the strength of its commission rate. If you don’t believe in it, you won’t be able to market it effectively so there’d be no point to having a high commission rate if you can’t take advantage of it. Choose what you can sell; it’s as simple as that!

Find a Payment Mode that Appeals to You.

Where payment modes are concerned, you have to think about the objectives as well and which of them you’re likely to find it easier to achieve. There are presently two payment modes that are being used: pay-per-sale and pay-per-lead.

Pay-per-sale programs are ideal if you passionately believe in the products and services on offer and your website content actually matches your affiliate products and services.

Let’s say that you own a website about being an equestrienne. A good affiliate product to sell would be horse products because it’s something you can write about with firsthand knowledge and experience. Those are, in fact, the two most important determinants when choosing a pay-per-sale scheme: do you have the requisite knowledge and experience to write convincingly about what you’re promoting?

On the other hand, pay-per-lead programs are simply better for you if you don’t have enough time to constantly update website content about affiliate products and services. With a pay-per-lead scheme, you don’t really have to sell anything. Rather, you just have to convince your readers that it would be in their best interest to know more about the product or service by performing a specified action.

Lastly, the best affiliate programs always pay fair rates and do so on time. They don’t hesitate to reward deserving individuals, businesses, or websites and they’re always willing to lend a helping hand to their affiliates.

The Best Affiliate Programs Need Your Help to Get Better.

The best affiliate programs owe its success not only to its management but also to its hardworking affiliates. As an affiliate, it’s your responsibility to do your best in promoting affiliate products and services.

Firstly, don’t be satisfied with the links, buttons, and banners provided by your affiliate merchant. Invest in making your own advertisements about your affiliate’s products and services. Use a combination of text and graphics.

Research, research, research! Enroll in free affiliate marketing courses provided in the Internet. Read articles, join forums, participate in workshops and seminars and exchange tips with fellow affiliates.

Dedicate as much time as you can to promoting your affiliate products and services. Yes, an affiliate program is an automated business: it can operate without your help or supervision. The affiliate management software is able to keep track of sales and leads that your website generates. You don’t really need to lift a finger if you don’t have to, but there’s no harm in investing your spare time, is there? In fact, there’s everything to gain and nothing to lose so why hesitate?

eCommerce Development and Business Dynamics

The number of Internet users are burgeoning rapidly throughout the globe. While in the developed nations, it has already reach a saturation level, in growing economies like India, internet penetration is becoming stronger. Internet grew as an empowerment for common people and a massive business platform for enterprises. Among numerous trends that internet brought among people, eCommerce emerged as a massive disruption in business dynamics and in lifestyle of commoners. It brought the lavishness of shopping right at the clicks on the computer or taps on mobile devices, while, products as well as services reach the doorsteps.

eCommerce has become a proven profitable venture with considerably low investment and high profit. However, the profit part is dependent of several factors. It can become a complex business to handle, as it involves many critical operations right from accumulation of products, delivery, customer services to maintenance of technology, massive human resources, and warehouses. Only a seamless tandem in all these operations can lead to a running eCommerce business, that can bring good Return on Investment.

To venture into eCommerce, prospective business owners must first find a dependable firm to develop the central platform or the web portal. They can also hire technology experts for in-house development, but it brings along the cost of development and technology infrastructure. In the primary stages, many other operations, like collecting products from vendors and marketing are required. Hence, outsourcing the development of the platform becomes a profitable option. Businesses would only need to find a good eCommerce Development company.

Since, technology is a central aspect in eCommerce industry, adequate importance is given in web development for creating the web portal. This thrust in technology propelled a dynamic boost in IT sector. Especially, application development, web development and technologies like PHP has found their ways to massive popularity and importance in current business landscape. In fact, there is a competition among businesses to buy the best technology or to develop the best platform.

In eCommerce, the web portal, or the technology is at the center of all its operations. It is not only the interface of the business with consumers, but also the prime mechanism in which the business runs. The website serves multiple purposes all at the same time and it is that single touch point of all major interactions with consumers. Accessibility of services and abundance of features in the web portal is a secret mantra for success in eCommerce. Therefore, the imperatives of technology in this business is the central focus for enterprises and owners.

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