Consumers and Businesses are benefiting alike from the same strategy. The current marketing paradigm shift represented by social networks and viral video has created business with consumer exchange. Viral video is a main power source fueling this era.
Advertisers have added digital video to their marketing strategies using many channels: You tube and other online video distributors, video blogs, social networks, content sponsorships and webisodes. A new marketing report from eMarketer discusses low-involvement consumer products (grocery store items for instance) are the newest sector benefiting from online video. Store bought products requiring no sales people lack the conversational connection many products and services have introduced through personal interaction and social networking. Video and social network interaction give a non-interactive product the chance to go viral, spurring discussion and consumer connection.
“Digital video content, whether delivered through a computer, mobile phone, handheld device or TV monitor, has the potential to ignite two-way conversations between consumers and brands,” said Tobi Elkin, author of the new eMarketer report titled “Consumer Packaged Goods Sector Taps into Online Video.”
Hidden Valley distributed a handful of these webisodes to promote their dressings. They target the health food aficionado, parents looking out for the health of their children and aspiring chefs. In doing so, the webisodes offer insights into improving consumers’ lives by making them more knowledgeable cooks, parents and nutritionists.
Products through video interaction can enrich consumer lives. In another eMarketer study, they asked consumers: “what would you like product interaction to do for you?” The response receiving the most votes was “solve my problems, provide product and service information.”
By providing viral video interaction, products can offer not only problem solutions, but life enrichment, meaning less problems for consumers. The second part of the response receiving the most votes “…provide product and service information,” helps us understand consumers’ belief in the value of exchange; “solve my problems, make my life better and tell me who you are so I can help you.”
This top consumer response is realized with a sound ethical commitment strategy from businesses: interact by enriching consumer lives. Solve consumer problems and they will return the favor.
Posted by themediabrats 
