Online Video to the Rescue

Among consumers aged 12 and older, 44 percent use online video media. That's approximately 100 million people viewing online digital videos. And one in four Americans has downloaded a digital video file.

The 2006 biannual digital video study by Ipsos Insight from Motion realized that the primary reason for that number not being higher was due to consumers unwillingness to pay for streaming videos. This presents a valuable opportunity for marketers as they may sponsor these short films and move onto full feature films to subsidize the cost. Marketers may utilize this media by coordinating their name with the sought out video and or include product placements within the sponsored films.

This is such a grand possibility to grow brand awareness and establish the companies online identity that it would be unreasonable not to pursue this avenue. The demand for this media is expanding at an amplified rate.

A Milestone for CGM

March 25th was the day the world changed, at least the online world as it pertains to consumer-generated media, according to a MarketingVox article. YouTube hosted its first video awards and the turn out was a great success! One winner had 13 million consumers trafficking their video.

Online video sharing is something that is accessible to consumers and businesses, so lets wed the two. Marketers can place ads alongside the videos, sponsor the videos and add their own online videos to YouTube.

Demand for this medium is high and marketers need to respond quickly. Advertising content targeted at different segments can easily be applied and should. Some marketers fear openness of content as they think it could compromise the brand's identity, but really what a corporation is doing is building a relationship with its target markets by way of social media.

Corporate Dominance leads to Angry Users of CGM

There may be a trend forming, when a corporation (with its conservative policy) aquires a start-up the start-up usually has to conform to its new owner. Recently, News Corp. has begun to regulate its social networking site MySpace more, according to a MarketingVox article.

MySpace was designed to provide a community for users to share information whether by way of blogs or music videos; it was meant to provide open communication. Many users have begun throwing around the First Amendment like it was a hacky sack.

Users must realize that there is a balancing act between protecting the company from copyright infringement, which can happen all to readily on a user generated site and allowing users the ability to express themselves freely. As technology becomes more advanced users need to understand the benefits and drawbacks. Let the corporations do what they need to because in the long run it's better for users as a whole.

It's a Man's World (At least Online)

If marketers are desperately searching for males, they should focus their attention online. Of the study MediaPost conducted, 41 percent consumed online media. That sample also found that men aged 18-34 represent over two-thirds of adults who view YouTube and other user-generated content daily.

That is a lot of consumer generated media being used by this group and marketers need to take notice. Even retailers are targeting consumers with user generated content. It is a fail-safe resource that must be executed to maintain a strong market presence among this group.

Lawsuits may Lead to Policing CGM

Ethics. A term that, for some, works on a sliding scale. Robert Tur is upset because someone took his video and published it on YouTube, which he found unethical.

Tur is pressing charges saying "that You Tube is encouraging users to violate copyright law," when in fact it is a service that complies with all Digital Millennium Copyright Act provisions. This law offers protection to web service providers, which limits their liability when a user infringes on copyrights.

YouTube has user-generated content in the form of online videos and trusts users to make the best judgment concerning copyright laws. Taking that trust away and pre-screening videos for content is a descent from the original mission of YouTube, which is "empowering people to become the broadcasters of tomorrow. " There is a delicate balance that must be kept, but as the pendulum swings toward censorship and more lawsuits arise, social networking may be forced to change its practices indefinitely.

Building Loyalty Through Relationships

Building affinities with consumers is key to maintaining a long-lasting relationship and Enclave Affinitive has developed the components to establish that contingency. The site provides a community where consumers can research and educate themselves on everything from advertisements to products, and give their feedback. The site also allows consumers to develop their own content, using videos, reviews, banners and icons.

By providing such a range of self expression, viral marketing takes off. Users can invite others to this site, which creates buzz around the site's abilities. Enthused users will remain loyal and build their trust with one another and the various brands discussed.

The benefit of sites like Enclave to other businesses is all the consumer-generated media it provides. Consumers share their likes and dislikes while providing an abundance of information on themselves. Businesses can then use this information to better target these groups through modified products and advertising.