Voice mail as training tool, radio placement tips, more: B-to-b marketing
February 6, 2007
By Irene Chang

Note: This is an excerpt from a full column in PR Week

B-to-b marketing

How can rich media and video be leveraged for effective b-to-b marketing campaigns?

"Over this past year, online video has exploded," says Sharat Sharan of ON24. The prevalent issue today is how rich media and video can potentially enhance a viewer's experience online and be leveraged effectively by interactive marketers.

"Rich media and video-based communications enable companies to deliver a precise message to a qualified audience for a significant period of time," Sharan says. Rich media and video are unique in that people proactively choose to watch your content, enabling viewers to connect a face or image to your organization, he adds.

Once a personal connection has been made, two or three key messages are communicated and reinforced through the segment, while highlighting what the call to action is for the audience. "Attendees are more engaged when they are able to see a speaker or image," Sharan explains.

The final element is determining the length of your initiatives. Rich media or video can be leveraged to create a marketing campaign that's as short as seven to 10 minutes or a full-blown 60-minute webcast.