Chapter 8 - Video Marketing: Don't Blink or You'll Miss It - by Baltej Gill

[Paul Terlemezian]

I love video - I would rather watch a sporting event on TV than listen to it on radio, read about it or watch an online animation/simulation.

As a consumer - problem with video - however - is that I have to give up control - I only get to watch what someone else has decided that I get to see.

My favorite way of watching a sporting event on TV is to also have my iphone and ipad available to me. I watch the game passively but simultaneously (or during breaks) follow up on the scores of other games (when I want to vs. when the televiser chooses to let me.) I also use my ipad to view the ingame statistics and comments from others that are viewing the online animation.

These habits provide some insights into the breakthrough potential for video.

The other potential of interest with video is the potential to "see" something that others do not see that allows one to learn more. The body language, visual expressions and background subtleties captured by the camera provide much more insight than the radio analysis, written word or simulation.

The truism of "a picture is worth a thousand words" becomes magnified by the realization that a "moving picture is worth a thousand pictures." It makes me wonder then - how much is it worth to have an interactive moving picture.

Would I pay extra to be able to watch instant replays of whatever plays I wanted whenever I wanted?

Would it be interesting to poll fans regarding their opinions of instant replays?

How can I provide "live interaction" elements associated with pre-recorded video?

As a potential producer of video - I have the following questions for the authors:

1. Does a video cost more to produce and change than text? I fear it does - so it's shelf-life is a concern.

2. Because a video captures everything I also fear that the post-production costs and potential for "take 2, take 3....take n" will result in fatigue and loss of impact - one way or another.

3. How...or when ...or what will be needed for live video to be used instead of pre-produced video? I believe this would lower costs, reduce the need for edits, increase the viewer's interest and expand the market. What disruption to Digital Marketing could be advanced with live video?