A few more thoughts about enhancing brands with video. The truth is, B2B has bought into video, but tentatively. According to BtoB Magazine, "Online video is becoming the killer application of the Internet as B-to-B marketers embrace it as an integral part of their marketing programs." While this may be true in some quarters, the fact is that many B2B marketers aren’t quite sure how to leverage video because they tend to look at it as an advertising vehicle (which it can be), rather than a tool that can serve a number of mission critical purposes (of which advertising can be one). Companies like IBM have created "long-form documentaries" to use for demand-creation purposes. HP’s "Change Artists" series, which launched late last year, used video to help position the company as a thought leader in their marketplace. Movéo produces quarterly videos for one of our clients that help the company communicate with its employees worldwide. Another Movéo client uses video to enhance its clients’ employment brands. Industrial training and continuing education are also well suited for downloadable video on demand. And last but not least, there’s video’s potential as an advertising platform: It’s projected to reach $2.9 billion by 2010.
–Brian Davies, Managing Partner
