Its a long distance to haul before a video on YouTube turns out to be a stand-alone money maker, but the point of today's WSJ article is that home-grown videos, especially those with a creative and irreverant twist can accomplish more than a $1million ad campaign.
Its about word of mouth!--And if you can add images/audio to the words that attract, inspire, entertain--then you've got yourself a grass roots marketing campaign that, through email alone, can land you a spot on Donny Deutch's next TV show.
Here's an excerpt:
E-commerce started with television commerce,” he said. “The sites who engage and entertain customers will be winning here in the near future.”
Such a prospect is not necessarily daunting to other e-commerce executives. Gordon Magee, head of Internet marketing for Drs. Foster & Smith, based in a Rhinelander, Wis., said a transition to video “will be seamless for us.” The company, Mr. Magee said, has in recent weeks discussed putting some of its product on video “so customers could see a 360-degree view they don’t have to manipulate themselves.”
Because Drs. Foster & Smith lacks a history in video production, Mr. Magee said the company would rely on vendors “who’ll do the video for you and just send you a piece of code to get it on your site. It’ll be an easy switch for most people. And I do think it’ll become a major thing in e-commerce.”
Whether it will be an expensive transition is unclear. In the meantime, Mr. Magee said the company should sustain its customer satisfaction levels as long as it continues to anticipate even basic needs. For instance, he said the company’s customers expect prices on the Web site to reflect what they see in the printed catalog, even though other retailers often post different prices in stores, in their catalogs and online.
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