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your partners and suppliers. It’s not only about the selling part of that relationship – and even within the selling part, there are other phases, from acquisition of potential buyers, their education, conversion and when they become users of your product, how do they get the most out of it. You need to think of it all the way through the journey. And your video strategy isn’t just about your customers, it’s also about your suppliers and partners. And it isn’t just for sales, it’s for education, training, product information, and loyalty. And there’s entertainment too, of course. One of the things video allows you to do is to find the emotive story in something that on the surface may look quite opaque or dull. A talking head delivering details about mortgages may not get people excited, but showing how one of your loans transformed the lives of a real family could be very powerful.
emotive; they are associated with ‘feelings’ and they have a lifespan outside of the financial transaction between company and customer. The challenge now for companies is to create brands which consumers care about and deliberately choose – or indeed advocate – and are happy to pay more for because they fulfil an emotional need in addition to a functional one. Today, digital experiences are at the forefront of creating connections between brands and consumers. They can have an even greater influence on brand perception than real contact with the brand itself – both positive and negative. SET YOUR STRATEGY The most important thing your brand needs when it approaches video is a holistic strategy. Video is something that can be used throughout the life cycle of your relationship with your customers or
MARK BLAIR: Every business is now a media business. There’s no excuse for not building engagement with video
lexibility and agility are two of the powerful benefits that have sprung from our digitally connected marketplace.
Innovation can now happen at lightning speed. But this environment does present a challenge – things can change so quickly that the product or service you relied on for the core of your business last year might become obsolete or out of fashion this year. Companies can no longer rely on their products alone to define who they are. Those who want longevity need to graduate to being brands. But what is a brand? How is it different from being just another company, happily churning out widgets? Brands are
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