Like the dinosaurs that once ruled the world

Some DIYers do it because of cost, others do it because of ego, and some just figure they re smarter than the people who do it for a living; and in some cases they may be right.. If your Web video team is not pushing you to be bold with a focused, defining, differentiating message, then you ve hired the wrong people. And what Web enabled communication tool gives you the best chance of delivering that kind of persuasive message? Web Video.

The Web has some of the most effective creative video presentations you would ever want to see, and it also has some of the worst.

In the final analysis all marketing, branding, positioning, advertising, and public relations is about communicating a persuasive message that attracts attention, generates Hose nozzle interest, stimulates desire, triggers experiences, produces memories, and prompts action. Today the small, nimble, clever adaptor has the competitive advantage over their bigger, slower moving, we ve always done it this way competitors; but the confluence of the Web environment and digital technology is one thing, how to use it effectively is another.

But the handwriting is on the wall, the giant Internet meteorite has already hit these corporations right in their balance sheets and they are tumbling into irrelevance. Oh yes, the big boys are still around, still doing what they ve always done, jumping on every trend du jour promoted by the blogosphere without any real understanding of what it can accomplish, but hell, they figure if they throw enough you know what at the wall some of it is bound to stick, or so they hope.

The Web is really a very simple concept: it is a place that allows you to communicate your message to your audience.The combination of the Internet, the Web, and technology has democratized business almost beyond recognition.

Easy to use and relatively inexpensive technology has created a plethora of do it yourself efforts. And in today s overcrowded Web centric business environment there is little room for the mediocre.

As these companies got bigger, they became top heavy, corrupt, and stagnant, throwing their weight around rather than innovating and adapting.

Communication intended to persuade is a complex undertaking, one that requires a better understanding of how messages are communicated than it does the technical production issues. What could be simpler, but like anything democratic, it s messy: a jumble of the very good and the very bad, and a whole lot of mediocre in between.

So how does the smart, fearless, innovative thinking, business decision maker take advantage of the Web s ability to even the playing field? The answer lies in their ability to use the Web as a persuasive communication medium.

Like the dinosaurs that once ruled the world, the giant behemoth corporations that once dominated the business landscape have become fat and lazy, relying on muscle rather than brains, on statistics rather than understanding, and on technology rather than insight. Not all professionally produced Web video is created equal. Not every trendy social networking gimmick, user generated irrelevance, and pointless viral voyeurism is a productive business communication tactic.

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