It gives concrete examples of how companies have used web television content to drive interaction with their communities.
We think there needs to be greater emphasis on syndicating the content beyond the creator's website. But these comments leapt out at me (please also watch the video and take part in the poll to the right of this column):
These marketers recognise that with the right mix of content, utility, community and product, they can create compelling premium experiences for consumers. And they see that these efforts deliver powerful benefits in brand building, relationship building and lead generation.
These are not digital infomercials; the best private-label media connect consumers directly to brands.
With their own digital media, marketers can achieve a broad set of marketing objectives – branding, consumer insight, and even lead generation – often at a higher return on investment and lower overall cost.
For most marketers, the lure of such a proposition will prove irresistible.
As a result, we expect the movement toward private-label media to be one of the lasting developments that emerge from the current upheaval.
Please also watch the video and take part in the poll to the right of this column. Naturally, I welcome your thoughts and comments.
Cheers
Mark
