Streaming Video, Podcasts & Blogs
Two of the central trends online have been the increase of moving image content and the establishment of social networks and social software within the past eight years. Consumer behaviour changed from a TV consuming to a web savvy society. The marketer and of course the companies now have to switch their positions and have to focus on another trend.
Web TV and Streaming Video
Consumers get more experienced with various content models with the increasing band width. The game changed now that the development of available band width and therefore suiting broad band connections moved to the next stage.
YouTube and Co. are responsible for the high expectations of the consumers of today. Video content used by the big brands before is now available content for the online mix. Reasons why video content is not as established in the online advertising of enterprises yet, are the higher investments and the missing infrastructure for the production. These high costs are not comparable to the "simple" ones of common content models (text, images and few animations).
Cost of doing business
Let’s nail it down: on the one hand we see a change in production costs while on the other hand the creative chances for your company increase by distributing video and web TV formats and reaching the consumer on a total other but seminal way. The viral potential for this way of distributing content is huge and perfect for online campaigns. Video is still very popular for display ads. These advantages won’t remain forever, but proactive working marketers use their chance of higher click-through rates within integrated campaigns.
Video can be the reason for increasing costs due to higher costs for production material or the advertisements, but these costs can be amortized within well concepted campaigns through effectiveness.
Podcasts, Blogs & Foren
In der Unternehmenskommunikation spielen Blogs und Foren noch eine untergeordnete Rolle. Podcasts (Audioangebote) haben sich dagegen stärker durchgesetzt. Unternehmen sind eine einseitige Kommunikationsrichtung gewöhnt, die sich durch die Nutzung von Podcasts auch nicht ändert. Andererseits ist der Nutzen von Angebote wie Blogs und Foren nur wenigen Unternehmen tatsächlich bewusst. Die effektive Nutzung sozialen Medien erfordert ein Umdenken auf Seiten der Unternehmen, dass nur langsam voranschreitet.
Conception, planning, production & service
DMKZWO serves companies in planning, producing, maintaining and creating concepts for social media. It applies to content communicative side of the network as well as the technical foundation and systems which are needed for producing and maintaining the content.