Video marketing

Regardless of whether your company is looking to outsource a specific campaign or bring video creation in-house, serious businesses need to proceed with a certain level of control over the content they present to the masses. This means the clips should be fully branded, the content should be trackable and it should be shared on the company's terms.

Webcasts can be sent to an email list or delivered on-demand from a link on the company home page. Podcasts can be pushed through an RSS feed or available for download off a brand's site. Either way, a company needs to link itself directly with the content and keep viewers coming back for more. Otherwise, there's a good chance that an entertaining clip on YouTube will do more to promote YouTube than it will to sell your product.

As video is increasingly deployed, more and more brands will benefit from a smart, creative approach to selling and marketing a company, product or philosophy. Only then will the line truly separate the innovative from those unwilling to make the true leap -- to a smarter, cost-effective way of marketing their business.