The YouTube Continuum: How the Online Video Leader Helped Create a Corporate Marketing Ripple
Everton’s current webcasting tool is our own MediaPlatform, a software solution that empowers global organizations to communicate key messages worldwide and provides the scalability to reach any size audience while streamlining customization. The interactive capabilities of IVT MediaPlatform include polling, quizzes, Q&A and surveys that provide statistical measures which enables Cramer to gauge whether or not their client is effectively conveying the right message to their customers, and reporting functionality that allows Cramer’s clients to shape better strategies for future online marketing activities.
Two of Cramer’s pharmaceutical clients, Pfizer and Serono, currently incorporate regular webcasts connecting doctors directly with their patients. “Feedback in real time is one of the most valuable aspects of a live webcast for our pharmaceutical clients,” Everton says. “The companies are able to communicate directly with their audience and give them a forum to have their voice heard. The data and feedback they collect helps pharma companies better respond to customer concerns or redirect their messages in a way that the audience can better understand.”
Another webcasting pioneer is the Texas-based subsidiary of Japanese electronics manufacturing conglomerate NEC. With nearly 500 dealer partners located across the country, traditional means of communication, such as regional trainings and product demos, became both cost and time prohibitive. In 2000, NEC began using webcasting to promote their new marketing and brand initiatives through the use of webcasting to conduct online trainings and archiving of valuable product programming and training content.
Webcasting is not just for marketing initiatives, as easy to use self-service webcasting and podcasting tools are quickly becoming a key tool for Global 2000 executives. Recently, IVT announced its self-service webcasting tool, IVT Studio, which allows non-tech savvy individuals to create, edit and publish professional webcasts and will be widely available in early 2007. By placing the power of webcasting into employees’ hands, businesses can provide individuals with the opportunity to promote and educate from their desktop, creating a real, collaborative, all-hands-on-deck environment without risking the loss of corporate brand identity through the use of webcasting templates.
Conclusion
Identifying ways to boost brand recognition while reaching key audiences, all while keeping in budget constraints is hard work. Companies need to take advantage of the possibilities that Web 2.0 is offering them right now, and many of them are already employing video webcasts to reach their key audiences online. It is no surprise, consumers like video and they like to see businesses using video in smart, innovative ways.
Beyond the obvious ROI — think travel savings, deadlines and the ability to better allocate corporate resources — webcasting is a cost-effective, high-impact marketing strategy to develop an intimate, personal connection with key audiences around the world.
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