There is no doubt that broadcast television advertising has been considered the way to go in terms of promotion of a business. The ability to reach vast markets is very desirable, but it comes at a cost. A single 30” broadcast slot can cost up to R45,000 to show in a good time slot, and that doesn’t include the production of the commercial. It is an expensive business. And in many ways it is a shotgun approach, you are aiming at a vast marketplace and firing hoping that one of your shotgun rounds hits the intended target. However, as with very many things, the internet has changed the playing field significantly. And even moreso since the arrival of the ubiquitous “Smartphone”, something we love to hate but cannot do without. And when you want information, where do you look? Most likely, on the internet. It is the medium of communication for the 21st century. This has not gone unnoticed by the advertising world, and the trend is moving towards using the internet as the primary marketing tool, and video is the medium of choice. As an experiment, one large international footwear company started using video in addition to their usual *.pdf brochures, as a means of delivering product information. Their results were significant. In one test case a product which had a 32% sales conversion rate based on views to purchase, jumped up to 82% in a short space of time. In any business, that is a significant leap in sales, and it could be directly attributed to the use of video as the means to deliver the message. Of course, the first thing one asks is: “What made such a difference?” Well, a number of factors contributed to this. Firstly, our love affair with television made the difference, Television has become a ubiquitous presence in our society and has been the preferred medium of entertainment and information delivery since it arrived on the scene en masse in the 1950’s. Because you both see and hear the delivery, it is generally viewed as being believable. Additionally, significant changes in the way we accept information are a factor. Sadly, we have begun to accept that audio-visual communication is the norm and this is reinforced by attitudes to the more traditional methods of information delivery. I have worked in the tertiary education industry and when I hear comments like, “You mean I have to read the whole book!”, it is fairly indicative of a paradigm shift in attitudes. Anybody who runs a business needs to sit up and take note of this as an issue. If you wish to grow your business, you need to be aware of changes in social dynamics and how to effectively interact with your customer. People also like feedback. I did the following video to report on Deconstructing Dogma, an art exhibition at UJ. I am finding that more often than not, arts and smaller events are using video as a promotional tool. https://youtube/watch?v=LLWrJux5fI0
Posted on: Fri, 29 Aug 2014 07:45:21 +0000
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