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