“Video is the killer app” of the Internet - Calgary Busines Owners Take Note!

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) March 19, 2010 -- In a recent interview touting his company’s new router, Cisco chief executive John Chambers said that “video is the killer app” of the Internet. His assertion reflects the thinking of many influential players, from Google to Forbes. So why is video coming to the forefront of online communications with such urgency?

Part of the reason is increased bandwidth allowing higher quality video to be accessed online. But the real answer is the payoff website video delivers to online marketers and other communicators. Research by Forbes, Forrester and many other organizations confirms that companies using video marketing in their online promotional efforts are converting more prospects into customers and educating those customers better than competitors that don’t use video.
It appears website video’s effectiveness stems from two factors. The first is time. Given a choice, most people would rather watch a movie than read the book it’s based on, because movies take up less time. That same incentive seems to hold true on the Internet, where viewers are choosing to watch video rather than read through pages of text.

The second is emotional connection. Because of the way the human brain is wired, video establishes a more powerful emotional connection with viewers than is possible using text and graphics alone. That emotional connection ensures that information is retained by the part of the viewer in which the real decision making happens – the emotional centres of the subconscious. Not surprising that a recent study commissioned by KnowledgeStorm/Universal McCann discovered that 78% of respondents felt that website video makes online content more compelling.
That emotional connection is reflected in the actions chosen by website video viewers.
A study of 2,394 online users between 18 and 54 years old, commissioned by Google and AOL and conducted by TNS, showed that 64% of respondents have taken action after seeing an online video. 44% go to the advertiser’s website, 22% visit an off-line store, and 21% discuss the advertised product with colleagues or family.

A similar study by Online Publishers Association reported that 12% of online business video viewers also made a purchase. (It’s estimated that only 2% of viewers make a purchase after reviewing a text-only website.) In addition, this study found that “if a consumer has a positive attitude towards an advertised brand, and likes the video content that the ad appeared within, brand consideration jumps 61%. If the consumer’s initial attitude toward the brand is neutral or even negative, brand consideration still rises 21% if they like the adjacent video content.”
And video consumption appears to be ubiquitous across a wide swath of socio-economic levels. Even high-placed executives use video resources, with Forbes noting in “The Rise of the Digital C-Suite” that 33% of executives under the age of 50 view work-related videos daily.
Killer app indeed. It appears website video is poised to dominate Internet activity over the next several years.

Numerous production companies are now springing up to take advantage of the demand for video, but as with any service buyers should proceed cautiously. There’s a big difference between producing a video and producing a video that your intended audience will actually watch. The precepts of the old “corporate” videos do not apply on the Internet.
Look for companies such as Interactive Persuasion (www.interactivepersuasion.com) that combine years of experience producing video with a deep background in practical marketing. These companies understand that website visitors are looking for answers, not promotional posturing. In fact, Interactive Persuasion publishes a free online guide designed to ensure the videos you produce will be well received – and well watched – by your target market.

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About Interactive Persuasion

There are many companies that can build websites, many that can produce video content and still more who offer marketing services.
There are not very many with extensive experience in all three, and an understanding of how to integrate them for maximum effectiveness. Interactive Persuasion is one such company.
Interactive Persuasion is a marriage of two firms – Solaris Marketing and PriMarc Canada – that have accumulated decades of sales and marketing expertise, web development proficiency and video production know-how. We combine those talents to create compelling content that holds the attention of your web visitors and inspires them to take action.


For further information contact:

Woody Forrieter

Interactive Persuasion
Suite 300
400 - 5th Avenue SW
Calgary, Alberta T2P 0L6

403-589-9509

woody@interactivepersuasion.com

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