Commentary: How to Improve B-to-B Online Video Marketing, Analyst Swartz

By on 09/01/2012 11:34 AM @daisywhitney

Much of the online video focus is on consumer-facing brands, but the business-to-business online video market is growing at about 27% year over year, says Ashley Swartz in this commentary on b-to-b online video advertising. She tackles the topic in response to viewer questions.

B-to-B advertising hasn’t been a huge portion of online video marketing so far for several reasons. Most b- to-b marketing is focused on lead generation, performance and retargeting, while online video has been a brand-centric medium. Plus, YouTube is often locked out at many companies, which limits the ability to reach business decision makers during the day. The opportunity exists though to grow this aspect of online video, because 75% of fortune 500 executives watch online video while at work, Swartz explains in her commentary.

She looked into three key brands in the b-to-b market including GE, Intel, and IBM. She finds that GE, for instance, has doubled perception rates with online video. Swartz offers in her commentary several other tips on production, customer involvement and social media for business marketers to deliver more effective b-to-b video marketing.

Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is former head of the interactive television practice at Digitas. She is a regular contributor to Beet.TV

Daisy Whitney

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