I was reading through prdaily and came across an article which focused on the success of a company called Blendtec. This company is the prime example of a business that chose to make an attracting repetitive video that never failed to amaze its viewers. The videos featured one of blentec's newest blenders and random objects. Its easier if you watch it than me explaining it
This is one of many viral videos that drew instant popularity to Blendtec. These videos are unmatched in their marketing gold. It seems as though if a company is able to create a great video that captivates audiences, you are bound to see an increase in sales. With so many people using smart phones these days viral videos like this one become popular in a matter of hours, where in the past it might take a few days. Our instant access to online content has sped up the marketing process. If your video is gold, its going to become extremely poplar instantly and the same goes in regards to a poor video, people will put it away faster than ever before.
A downside i have seen to this instant content viewing is that these videos have a much shorter life cycle. It seems as though most marketing strategies do. The majority has viewed a popular video in 3 days. I am drawn to believe that we will only see the life span of viral videos and marketing campaigns become shorter and shorter.
Why do you think the life span gets shorter with mobile technology? I was thinking about this and I'm not really sure why it would be... Maybe just because we can watch it so many times in a row--anywhere--that the excitement wears off more quickly? But would that translate into shortening the life cycle of the actual product? I'm not sure it would. I think that despite this, the benefits of posting a video on youtube and having it reach so many people so rapidly, inexpensively (and CONCRETELY!!!)overrides this possible shortcoming.
ReplyDeletei meant in terms of the life cycle of the marketing campaign
ReplyDeleteFor a while I thought the magic bullet blender which is seen on infomercials all the time to be the best, however blending an iPhone pretty much covers anything that needs to be blended. People don't want to watch the 5 minute infomercials anymore, a quick to the point commercial will get it done because we as a growing 3rd screen society have very little patience. This video gets the message across after one viewing and may be why the life cycle is shorter. Campaigns also become shorter because companies are developing products quicker and replacing models faster than ever before. A way they could try and lengthen this campaign is to keep using interesting materials to put in the blender.
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