Does Website Video Have Future?

Website Video

The evolution of the broad scale use of website video and #44; seems inevitable and #46; If you look at the last 100 years of communication and #44; there has been a trend toward higher and higher bandwidth transmission and since the invention of TV and #44; the greatest advances have been in moving visual media and #46; There is no reason to believe that the interest will be some isolated exception to the trend and #46; In this case and #44; the question becomes where this trend will carry the use of moving visual media in websites and #46;

The concept that media on the internet is essentially identical to online commercials is mistaken and #46; In fact and #44; it is utterly ridiculous since the use of standard commercial advertising on TV is a mass media approach and #46; While the internet certainly has mass media vehicles like google adsense and banner advertising and #44; when it comes to the most powerful use of visual media for persuasion and #44; it is likely to be a directed sales approach targeted to specific visitors arriving at a website and #46;

Since search engines became the most powerful attractors of targeted traffic and #44; websites can speak very specifically to their visitors based upon key search terms and most desired benefits and #46; Unlike mass media advertising the goal is not to increase exposure and #44; brand identification and #44; or market reach and #44; but instead to connect with the ideal visitor and deliver the perfect message and #46; The concept of long tail keywords is made even more powerful if a business understands that they must narrow and distill their message to and #34;lock and #34; the target audience in their site and #46;

Therefore and #44; in the war to target and communicate to specific market segments and #44; website video now becomes the most powerful tool in our marketing tool kit to convert visits to sales or leads and #46; While video can be entertaining and #44; the marketing use of video should never be thought of as entertainment and #46; It is a sales presentation and #44; plain and simple and #46; It follows age and #45;old rules about allaying fears and #44; hitting triggers in the visitor and about calling the visitor to action and #46; It must speak in a plain and #44; spoken style of language and #44; devoid of jargon and lingo and #44; unless the visitors feel 100 and #37; comfortable with each and every term used and #46;

The generic category of website video is then split into two complete separate entities and #46; One is for entertainment and the other for sales and #46; Business owners can never hope to increase sales revenue by placing entertaining and #44; non and #45;sales oriented videos on their sites and #46; One might argue that product placement in TV and movies is a proven method to boost product sales and #44; but the exposure of that presentation is on the scale of mass market and therefore and #44; does not apply to the traffic seen at most websites over a reasonable amount of time and #46;

This comparison is primarily useful in sculpting the video content for a website and #46; If sales is the goal and #44; then the content needs to be a pitch similar to your sales pitch and #44; or unique selling proposition and #46; You can entertain your visitors and #44; or and #34;jazz up your site and #34; and #44; but it is not going to bring about a measurable change in sales and #46; Remember and #44; that nobody goes to a ecommerce or lead generation website to be entertained and #46; They will go to an entertainment site for that and #46; Do you really think that a feeble attempt to entertain AND sell can compete with pure entertainment and #46; Your visitors will just bounce and #44; because they want information or to buy and #46;