Online video marketing
Promotion 21
Graduate Memoir
Online video marketing
Evolution and consequences of consumer behavior and communication technology on a global marketing tool
Sébastien Gilbert
2008
Table of content
Introduction p.3
Part 1: Trends in consumer behaviors toward online videos. p.4
A. Consumer profile and video content p.5
B. Consumer behavior toward online video advertisement. p.10
Part 2: Insights of the online video industry: key players and p.14 best practices
A. Actors of the online video industry p.15
B. Internet tools for VSEO p.18
C. VSEO best practices p.20
Part 3: Video as a global marketing tool p.24
A. Online video is hot new communication tool p.25
B. Future evolution of online videos p.26
C. Video as a cross cultural tool p.28
Conclusion p.30
Annexes p.31
Introduction
As the evolution of internet is growing very fast, new trends are coming almost every years on the web. Three years from now, in 2005, the web giant Google, number 1 visited website, number 1 search engine, bought the Start Up Youtube.com for 1.65 BILLIONS dollars, betting that the future of the web would be about video. Youtube.com is today the number 1 website for online videos, broadcasting 100 millions videos a day. For all the web specialists, 2008 is the year that saw "videos" hitting the web so massively that the phenomena can not be ignore anymore. While consumers are behaviorally ready to ask for online videos, more and more Start Up offer the technology for the video to become a massive communication tool on the web. Marketers must be part of the evolution if they want to stay up to date with their consumer expectations. In order to realize such a thing, marketing teams need to focus on several questions and find answers. This memoir will look at "online video marketing" in order to give these answers. My will