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The business model of the recording industry is broken. Just about everyone knows it, including record label executives. But the industry collectively still seems to have a hard time admitting it.
So it's really no surprise that the Recording Industry Association of America (RIAA), which has gone so far as to sue grandmothers for illegal music downloads, is singing a new heartbreaker: copyright law is broken.
If you can think of a relevant way to utilise video as part of your marketing then there's every reason you should.
Research shows that audiences are extremely comfortable with the medium (YouTube alone makes up almost a quarter of Google search queries), it's cheap to distribute, needn't be expensive to produce and ranks highly in the SEO stakes.
If you run things properly, then video can drive a huge volume of traffic to your site.
Here are a few key practices to get you started...
As any seasoned Tweeter knows, success it isn't about how many followers you have, it's about reach.
Recent figures may put Lady Gaga at the top of the tweeting pile, but teen-pop bubblegum sensation Justin Bieber may well have the edge when it comes to actual influence.
Not to mention a mischievous streak that could cost one tech savvy super fan dearly.
Although YouTube isn't a substantial profit center for Google and probably won't be for some time, it has matured significantly under the corporate umbrella of the world's largest search engine.
The latest sign of that maturity: YouTube has become a powerful platform for political candidates to reach voters, and YouTube is hoping to cash in.
Starting next month, a number of large websites — including MSNBC, Hulu, Yahoo and AOL properties — are set to roll out video ads that allow users to choose which ad they'd like to see before the content they want to watch.
The new format could make users a lot happier with the ads they view online. But more importantly, it will give the sites publishing these ads important insight into which ads work and which don't. But will users enjoy serving as a focus group for internet publishers?
Thanks to marketer interest in social media, we're quickly learning what social media is capable and not capable of. And by in large, it's capable of doing a lot.
Case in point: it appears that Old Spice's critically-acclaimed YouTube/Twitter campaign has indeed boosted Old Spice Body Wash sales -- by a whopping 107% in the past month according to Nielsen. This is 'success' by any definition. But just what kind of success is it?
Earlier this month, social media darlings around the internet were singing the praises of Old Spice, with Mashable claiming that the now infamous campaign was the "future of marketing" and that the agency involved, Wieden + Kennedy, had set a "standard marketing experts will admire and follow in the years to come."
Now, various marketing blogs and online news sources are reporting that sales have "fallen by 7%." But, with barely a week gone since Mr Old Spice conversed with "everyone" on YouTube, is it simply too early to predict ROI from the campaign?
Looking at the numbers, it seems the original analysis of the drop in sales may be flawed, given that it's somewhat premature to announce a verdict about the campaign's success or indeed, failure at this stage.
In today's world of fractured audiences, a successful television ad is simply not enough. Brand managers want to see that their campaigns have legs online, in print and on TV. This week, Procter & Gamble ported its popular Old Spice Guy commercials to the social web.
The result? Oh, about 11 million views in three days.
Six months has passed since I chewed out 20+ revised social media stats, so I went back to see if there were any more changes. It turns out that there were, so I’m updating some of the more impressive ones...
Google and PBS NewsHour are teaming up to bring the public into a live interview with Bob Dudley, chief executive for BP’s Response. Dudley promises to respond to questions submitted to CitizenTube by real people, who also have the ability to vote on the questions the most want answers from.
The live event will be webcast Thursday at 3:30 pm ET. Portions will later be aired that same evening on the PBS NewsHour and will be made available on YouTube.
As brands are realizing, online video ads currently have a strength that old school television ads lack. They can't be fast forward. But that will soon change. This week at Google's “Real-time Bidding, Banner Ads, Google’s Newest Big Business and Burgers,” YouTube's Baljeet Singh revealed that the company's skippable ads are immenent.
That may be sad news for advertisers hoping for a more captive audience online. But Google is betting that giving users more control over their ad experience will improve the quality of online video advertising. And make users pay more attention to the ads they see.
YouTube won a major round in the copyright wars this week when Judge Louis Stanton threw out Viacom's $1 billion lawsuit against the video giant.
The ruling noted that online companies must remove known copyright infringements from their sites, but they do not have to police for such things themselves. The result is not only good for YouTube, it's important for any small company depending on user generated content.