To date, we have touched on several consumer-generated topics including blogs and podcasts. What does Vlogs have to offer IMC practitioners? According to Perez, “In IMC – vlogs are even hotter than podcasts. Vlogs – short for video blogs -are a terrific way to generate a buzz (Perez, 2008). If vlogs are such great tool for generating a buzz, then let’s investigate why this is the case!
According to Nikki Chase’s article titled “Mini-Movies, Wide Web”, Video blogging allows filmmakers to engage with viewers directly via web, iTunes and even cell phones. In fact, "Vlogs are showing big media that viewers want to do more than sit back and watch. Vlogging makes it easier for us to share videos," Garfield says. "The exciting thing is that this video can come from an expensive video camera, point-and-shoot digital cameras, or cell phones. Now that a lot of people are walking around with video production devices, you are going to see a lot more video being shared."
Wow! Now we can see why Vlogs are great for generating a buzz plus, we begin to establish a greater understanding why there is a revolution occurring in the consumer-generated media arena. Now that we know vlogs are great for generating a buzz, especially due to the fact that many of these video clips not only capture the attention of the press plus, vlogs are often linked to by many bloggers, we should really dig deeper to determine precisely what benefit vlogs offer IMC practitioners. According to Perez, the number one reason to vlog is to get publicity. That’s right, publicity!
Catherine Seda, author of the article titled “Videos and Blogging Make a Great Marketing Combo – Ignite a publicity wildfire on the web with a video blog”, states, “Why vlog? It’s got publicity power. A good video clip gets attention online--it’s instantly talked about and linked to by bloggers. Every day, ordinary people are becoming superstars thanks to online video. And business professionals who jump in early and publish “infotainment” will generate a whole lot of traffic” (Seda, 2007).
Perez puts a great spin on some final considerations when considering vlogs to help promote your IMC campaigns. While video clips are relatively inexpensive and “another great way to generate traffic at no cost”, “These campaigns tend to flare up and flame out quickly…but those 15 minutes of fame might be all a company needs to transform a campaign or set it off with a bang! (Perez, 2008).
Want to see what BMW is doing with Vlogs? Check this video out!
Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/
~ Dan
Reference:
Perez, H. (2008). Lesson 6: The Reel Deal: Short Films & Streaming Media. IMC 619 New Media – West Virginia University retrieved June 22, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct
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