SPOTLIGHT: Think before Leaping
Right now, in some industries, paid-video search campaigns are hotter than the spark trail of a soaring Roman candle. Several factors are driving digital marketers to explore paid video – from the increase in competitiveness and cost of traditional paid search to the huge growth in mobile viewing.
There’s no question that savvy marketers can capitalize on the opportunity to capture new and larger audiences with video marketing campaigns.
But are they right for you and your business?
In an article on Chief Marketer, “Think Before You Leap Into Paid Video Search,” I suggested three ways you might proceed with paid video:
- Wait for the right time for you and your customers
- Proceed slowly and cautiously, at a pace that avoids major gaffes
- Run campaigns as quickly as possible; the Internet moves so fast any mistakes will be behind you quickly
Without knowing more about your organization’s goals, I can’t advise you on which strategy is best for you right now. However, I can – and do – offer guidance on how you can evaluate which approach to take. Check out the article on Chief Marketer and leave a comment below with your thoughts on the value of paid video search.