There is a great article on iMediaConnection by Adam Kleinberg on what he calls the Online Video Continuum. It shows the many different types of online video that exist on a spectrum from pre-roll ads to branded media and highlights the fact that most companies are focusing on the two ends of the spectrum.
But there are plenty of other points on the spectrum which offer great opportunities for video marketing with the right combination of format / length / quality / content and the right distribution platform. One example is instructional videos that I talked about briefly in my previous blog post but there are many others including news, insights from key people in the company and user generated videos.
With all of these opportunities the key is to plan what responses you want and what messages and questions will provoke these responses, then find the effective and affordable ways to script, produce and distribute the videos, followed by the vital stages of following up responses and measuring results.
It is effective ways that fit into limited budgets that we will be exploring and offering on this website.