Millennial Lead: A New Breed of Video Marketing

The world is transitioning at hyperspeed into a mobile-dominated era by digitally native millennials who hold the largest share of consumer voice and the largest buying power of any generation. In the face of a world that is reframed by the internet and in the context of unimaginable audience fragmentation, three central obstacles arise for today’s marketers: How to find an authentic voice for marketing creative that “plays” in a culture defined by personal expression. Video marketing defined Due to the complexity of these problems, there is no one-size-fits-all solution, but most marketers agree on one central theme: a new breed of video marketing. Most marketers feel the urgency to deploy a comprehensive video strategy, but many also feel paralyzed by the perception of logistical, financial and brand risk. Agile video creative and AI One of the greatest potential impediments to defining a recurring, cross-functional video marketing strategy is drumming up the necessary creative. Brands will always need a narrative. Marketers will always need human creativity as a driver of that narrative, particularly in a world dominated by personal expression. It’s not a case of creative cannibalization, but rather extended capability. In the end, the process of finding your video strategy is much like buying a house. The risk in today’s video marketing technology is low, the upside is massive and the time is now.

25 Free Stock Photo Websites For Creative Commons Images
Facebook Corrects Over-reported Organic Reach Data: This Week in Social Media
6 ways to build a more productive remote content marketing team
3WomenWatchingVideos

The world is transitioning at hyperspeed into a mobile-dominated era by digitally native millennials who hold the largest share of consumer voice and the largest buying power of any generation.

The pace of technological innovation presents a mind-boggling set of qualitative and quantitative challenges for marketers.

Technology has driven obvious physical changes in the ways we live and work. Ironically, the most dramatic tech-driven change is the most nuanced and the least understood: the profound impact on the human psyche and culture at large.

As the first digitally native generation, millennials have a revolutionary different worldview on everything from core personal values to media consumption. In the face of a world that is reframed by the internet and in the context of unimaginable audience fragmentation, three central obstacles arise for today’s marketers:

  1. How to find an authentic voice for marketing creative that “plays” in a culture defined by personal expression.
  2. How to reach a mass audience with the scale that TV has provided in the past.
  3. How to achieve the first two objectives while maintaining brand consistency and leveraging performance marketing data.

Video marketing defined

Due to the complexity of these problems, there is no one-size-fits-all solution, but most marketers agree on one central theme: a new breed of video marketing.

Videos have become their own marketing strategy that speaks to consumers with a voice and frequency that resembles personal expression; video communication that drives emotional engagement across disciplines–from cross-platform paid advertising to product marketing and customer-relationship management.

Broadly, video marketing as a solution is widely accepted. That said, there are psychological and logistical hurdles that are holding marketers back.

Most marketers feel the urgency to deploy a comprehensive video strategy, but many also feel paralyzed by the perception of logistical, financial and brand risk.

While there are certainly a set of best practices coming into focus, it’s probably not reasonable…

COMMENTS

WORDPRESS: 0
DISQUS: 0