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12/1/2009 - December 2009 Article: B2B Marketers Tuning Into Video
B2B Marketers Tuning Into Video
BMA Colorado leveraging YouTube
By Tom Kennedy, President, BMA Colorado
Video may have killed the radio star but it’s also starting to impact preferences for how marketing information is consumed on the Internet.
When Google’s Sam Sebastian spoke at BMA Colorado’s September dinner meeting, he emphasized recent research indicating that nearly a quarter of “C-suite” executives “preferred to get their information via video versus just reading it in text on a website.”
“There’s no better voice of our customers and employees than through video,” reiterated Mark Wilson, vice president of corporate marketing at Sybase and a panelist at the BMA’s October program.
Product or service seekers aren’t the only ones attracted to video. Journalists also understand its advantages. When refuse truck body manufacturer E-Z Pack posted video of its new automated side loader garbage truck earlier this month, it became a practical educational tool within hours.
“We had just completed a phone interview with a trade publication reporter and it was a great way to illustrate how new technology on our side-loader vehicle helped create efficiencies in the pick-up of neighborhood trash,” notes Jim Rogers, Vice President of Sales and Marketing at E-Z Pack. “Within a couple hours after our interview, we received an email back from the reporter saying that he had watched the video and that it had been helpful in enhancing his understanding of the technology.”
Recognizing this trend, BMA Colorado launched a YouTube Channel in late September and has since been posting interviews with nationally recognized marketing experts – including Sebastian and Wilson – and BMA Colorado members. BMA board member and social media guru Kayla Wagner was instrumental in getting the channel up and running. BMA member Jerry Sexton of Sexton and Company donated his time, expertise and equipment to shooting and editing of video clips for the channel.
“As production costs drop and bandwidth concerns diminish, business-to-business (B2B) marketers are starting to recognize the power of video for creating engaging connections with customers and prospects,” said Sexton. “Corporate website visitors would much rather see a product in action than read a product brochure.”
You can check out the BMA YouTube Channel by going to http://www.youtube.com/user/BMAColorado. The current library includes interview of Google’s Sebastian, Sybase’s Wilson and Edelman Trust Barometer guru Mark Shadle.
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December 2009 Article: B2B Marketers Tuning Into Video
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