Interactive Video
Whereas traditional advertising gets people to hear about your company, interactive video can get your product in front of the consumer. It may also provide some inducement for taking an action like trying out or buying the product. Such videos are usually considered to be paid activities or orchestrated events that provide inducements to consumers to do something. However, nothing could be further from the truth. The innate strength of an interactive video lies primarily in the high involvement of the target group and in the cost-efficiency of the campaign.
Interactive video campaign, when defined as a concerted effort to get people talking about your products or your company, is more magic than mastery. Planning an interactive video marketing campaign is like planning on the success of some over-the-top popular product. You have to be very good at coming up with something the masses are really going to get behind. If consumers have a real reason to visit your website or watch your video, and if you are offering real value, then you can get referrals.
Research indicates that 60 percent of online customers would go to a site recommended by a friend. While that's great for drawing crowd, a true viral marketing is when you over-the-tipping-point and your interactive video take on a life of its own. But what is that captures the imagination of hundreds of thousands so that they would forward your idea or promotion to friends, who in turn forward to their friends, and so on? There are an infinite number of possibilities in the offering that are beyond the control of mere marketers. In his book Unleashing the Ideavirus, Internet guru Seth Godin defines it as "a big idea that runs amok across the target audience... a fashionable idea that propagates through itself through a section of the population, teaching and changing and influencing everyone it touches."
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