Blinded by Video

The mounds of publicity continually heaped upon Internet video point to bona-fide opportunities for marketers. But all the clamor also creates a threat.

Here’s why:

Video is a nine-ton gorilla. Just like its older sibling, televison, Internet video is big and powerful and has a tendency to throw its weight around.

But as the most visible and visceral form of user-generated content, video carries with it the risk of obscuring other forms of UGC that marketers should deploy and maximize.

Consider ratings & reviews, social networking, blogs, and even a decidedly unglamorous invention from the last century, online discussion forums: Each is a powerful tool in its own right, and all can be of great value to marketers.

Don’t let video hijack all of your attention, or budget.


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