The YouTube Continuum: How the Online Video Leader Helped Create a Corporate Marketing Ripple


For some time, video has been a popular tool for internal corporate communications. However, the use of online video for integrated marketing campaigns is still a relatively new trend. Global 2000 marketing executives are beginning to realize the ROI benefits of using webcasting for creative purposes to deliver consistent messages, in line with the corporate brand identity, to large, diverse audiences.

Using webcasting to streamline and personalize communications, marketing executives can directly reach audiences they were not able to interact with before. For example, a drug company can conduct a webcast for consumers and get immediate feedback while building customer loyalty. In addition, companies have the added assurance that all interactions, from product demos to news announcements, from press materials to sales force education, have the required brand-appropriate, professional look and are actively building customer intimacy. Through webcasting, marketing and sales initiatives can maximize the value and impact of each interaction and project to their key audiences.

Studies in Success

By leveraging the power of web video, a company can create Web “commercials” for viral, direct-to-consumer campaigns, or it can create sleek informational clips to assist with word-of-mouth and grassroots education product or branding efforts. Indeed, much like YouTube can be used for sharing hilarious animal hijinx or memorable interview moments, branded webcasts can likewise be crafted according to specific marketing communications goals to target audiences.

An early adopter, Massachusetts-based Cramer, a leading provider of integrated marketing solutions with an enduring reputation for tactical creativity, integrity and accountability, uses webcasting to create both live and on-demand online video events. They consider webcasting a must-have tool for a variety of their client’s campaigns, from intimate “town hall” meetings for a number of their pharmaceutical clients to deliver essential educational information directly to patients to branded educational clips that consumer executives can push to their own customers.

“When you add in the visual aspect, conveying a speaker’s facial expressions and body language, a company has the ability to better connect with its audience,” says Rob Everton, Creative Technology Director at Cramer. “Our customers, in numerous markets from financial services to life sciences, have audiences locally and globally and need to communicate with them in a way that enhances the brand and effectively conveys their message.”


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