With the rapid growth of online video marketing and advertising, companies are embracing online video as an emerging media type, used to advertise their products or services and expand their market reach worldwide. Online videos are the most powerful medium on the Internet. They represent a vital component of the company’s Internet marketing mix.

As the average attention of online users reduced to few seconds, online videos are considered the most efficient and competent marketing element utilized to communicate, propose and market products and services on the Internet. Advertising companies use video marketing to support their online marketing campaigns.  As all media types mature and advance, video stands out as holding much opportunity when implemented correctly.  The benefits of video marketing are widely agreed upon:

1. Online videos capture the attention of web visitors and promote the company’s marketing strategy.
2. Video more effectively communicates product or service information (over text).
3. Online video represents an effective and persuasive method that conveys business ideas and builds brand recognition and awareness.

Google’s YouTube, one of the leading online video platforms, presents companies with great business opportunities. It provides companies with low cost production, vast information distribution, as well as quick and relevant viewers feedbacks. YouTube offers companies the power to blend videos and text in order to communicate their business message and build customer loyalty. In addition to forming a pseudo-personal connection with its viewers, online videos boost consumers’ comprehension and information retention and subsequently expedite their buying decisions. Internet marketing with online videos on YouTube enables companies to communicate their business messages to worldwide viewers at multiple levels including visual imagery, spoken words, music and visual text. A well crafted online video broadcasted on YouTube can dramatically expand the company’s online business network, communicate its knowledge and expertise, build brand recognition and achieve competitive business advantage.

A proper video marketing strategy will seek to identify six questions:

1. Who are the intended viewers?  Companies need to be able to reach their target markets.
2. Are there enough people within this target?  If the reach isn’t wide enough, the best targeting in the world accomplishes nothing.
3. How will we know if it worked?  Analytics provide a fully integrated view of the campaign’s performance.
4. Can the video delivery system scale?  If the video gains popularity, a system needs to be able to perform at scale.
5. How will the video work within the larger marketing mix? Video must be presented in a unified way and must have a place within other display media types.