The ups and downs of using digital video to drive brand awareness and traffic.
As media planners, we recognize that the audience we're trying reach with our messages isn't standing still nor are they only limited to a single media channel. Instead, consumers shift between media channels all day long, including both traditional and digital realms. By understanding the different consumer "touch points," savvy marketers are able to better predict when and where they can place their messages so they get in front of the right consumer at the right time.
As marketers, it's paramount that we create media plans that allow us to reach our target consumers no matter where they go. And that often means thinking ahead about what draws and holds consumers in the first place: what is it they are searching for and where will they think to look for it?
In this column, I will explore how digital advertisers can use these different channels to best reach dynamic audiences. This month, let's look at the challenges and benefits of using digital video channels like YouTube to drive brand awareness and site traffic.
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Rob Graham is the CCT (chief creative technologist) of Trainingcraft, Inc., where he heads up development of customized training programs for a wide range of digital marketing, entrepreneurial development, and digital media clients.
A 20 year veteran of digital media, Rob has served as the CEO of a multimedia development company; an interactive media strategist; a rich media production specialist; a Web analytics consultant; a corporate trainer and seminar leader; and a chief marketing officer.
When he isn't on the road presenting training workshops, Rob teaches at Harvard University, Emerson College, and the University of Massachusetts - Lowell where he teaches classes on Digital Media Development, Web Store Creation, Software Programming, Business Strategies, and Interactive Marketing Best Practices.
He is the author of "Fishing From a Barrel," a guide to using audience targeting in online advertising, and "Advertising Interactively," which explores the development and uses of rich-media-based advertising. He has been an industry columnist covering interactive marketing, digital media, and audience targeting topics since 1999.
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