What was the most significant change in the world of video-based b-to-b marketing in the past year?
Fay: B-to-b companies are thinking of video as a regular tool in their marketing arsenal. In the past, b-to-b marketers sought to dominate print sources, and only companies with the biggest budgets would do video. Now, most b-to-b companies are factoring video into their budgets. Video can live on the Web in the form of e-learning, webcasts and ways to produce content and thought leadership. Video is no longer an innovation. It's a staple.
How are your clients using online video?
Fay: Companies in the b-to-b space want to be seen as solution providers and partners. And that takes building relationships. ...Video creates a feeling of touch. It creates a people connection. In terms of form factor, banners and display units have evolved and are able to include video. We will see more of that, but for the most part, video is living on the clients' Web sites.
What's the best way to measure the success of a video-based campaign?
Fay: You measure success in all the traditional ways you measure other online marketing efforts. You want your site to become a watering hole for information. You want buyers orbiting around your brand and creating a sense of community. To do that you need to be checking on who came to see the video, who opened it, how long they watched, at what point they dropped off and whether or not they came back. And of course, whether they did anything—bought something, asked for more information.
What should marketers be thinking about in 2008?
Fay: They need to think about their long-term strategy. ...The best use of video is attainted when you have a long-term perspective so you're always keeping it fresh. This means you've got to dedicate time, people and budget to this medium. And they have to be thinking about targeting very narrowly. When you can send specific video to specific verticals, you gain a powerful advantage. M