There’s been some buzz going around about Fred Wilson‘s AdAge Digital 2009 Keynote, in which he outlined a future where “Earned Media” grew and stole market share from “Paid Media.” Essentially the idea that companies would engage more in conversational marketing and less in advertising.
We’re big fans of the rise of Earned Media, and how it can be used to maximize benefit when coupled with a Paid Media campaign, and we’ve written a great article about the convergence of Paid Media and Earned Media over on MediaPost’s Video Insider. Continue reading ‘Unified Media Theory’
Last week The Wall Street Journal published a thoughtful piece by Julia Angwin entitled “Recipe for a Successful Viral Video Campaign.” The article begins by discussing the increasing difficulty of marketing on YouTube, and the unique difficulty of achieving repeat “viral video hits” on YouTube. The illustrative example used is Judson Laipply’s famous “Evolution of Dance” clip: while Jud’s first vid has received over 114 million views, his sequel — for which he’s spent tens of thousands of dollars in supportive marketing — has so far only generated 4 million views.
Ian Schafer, chief executive at the visionary agency Deep Focus, put it this way in the article: “”If you just upload to YouTube, it’s like dropping a grain of sand on the beach.”
What’s the fix here? How can a company’s content compete against the 150,000+ new videos that are uploaded to YouTube each day? Continue reading ‘What Makes a Successful Viral Video Campaign?’