I've been in the marketing business for over 40 years, mostly on the advertising agency side. I started long before the internet or web ever existed. For whatever reason, I think mostly my ADD, (that ALSO didn't exist-- or at least wasn't a diagnosis when I was growing up) I've always gravitated to the "New and Shiny" in technology. I've been reading Popular Science since I was 12, built a crystal radio when I was ten, and bought my first computer-- a Radio Shack TRS-80 when it costs $800 (1978). In the mid-80's I was part of a Strategic Management program that used early computer text "conferencing" technology to communicate that cost 80 cents a minute to be online.
What all this "history" leads to is an attempt to validate my "long view" on the confluence of marketing and technology. I know there are more important inflection points in the world of marketing, things like the introduction of any of the major "traditional" mass media- newspapers, magazine, radio and television and most recently the internet and social media. But beyond that, Web videos- the blending of video and the Internet is right now the most significant to companies selling there product or service.
To me what makes web videos so important is the cost-to-benefit ratio. Anyone can literally turn on their smart phone and knock out a video for free and post it on YouTube. If the content is interesting enough, they get a response and "buzz" that generate thousands, even millions of view. With a little thought and preparation, and half decent production and editing, you can produce something of real value that significantly adds value of their website, Facebook page, Twitter feed or blog. And we're talking here about professional produced work for an average of $200 /per minute.
Chris Trimble, director of content at content marketing agency Axonn MediaAn writes in a January 2014 article in the Guardian: "Video is the future of content marketing." https://goo.gl/nLcXHm The article goes on to say "By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled."
It's nearly 2017, and if you're not on the video bandwagon yet, it's time to get into action. Read Trimble's full article. If you're up to it, do that first video yourself. If you'd like some help, or just to talk about it, get in touch.