SEPTEMBER 24, 2008

Phoenix—The use of entertaining and journalistic content by marketers to build relationships and drive new business continues to grow rapidly, from the classic print custom publication to a dizzying array of rich media, one of the most popular being video.

“The consumer video-making movement has been flourishing for a number of years and now corporate marketers are realizing video can be produced and distributed affordably and quickly and that it is an increasingly essential part of providing their customers with a full branded-content experience,” says Fred Petrovsky, president of McMurry’s content marketing group, which is widely regarded as a world leader.

While McMurry has long been producing video-based ad spots, it reports a brisk rise in short, branded-content video projects, everything from viral video campaigns to pieces more akin to television show segments. By 2009, the company expects to have close to 100 such video projects in its portfolio.

“Video brings messages to life. It helps our clients deliver ideas, education and entertainment to their customers both as a stand-alone communications platform and as a dynamic complement to stories in print,” says Beth Tomkiw, vice president, creative director. “A mix of media always lifts the impact. It gives customers choice and caters their preferences.”

• An April/May 2008 survey conducted online by the Content Marketing Committee of American Business Media found that only 25 to 39 percent of providers of content marketing services include video as an offering.
• comScore Inc. recently reported that Americans viewed 12 billion videos online in May 2008 and also reported that in 2007, nearly 75 percent of U.S. Internet users watched an average of 158 minutes of online video in one month.
• A January 2008 survey by Pew Internet reported that daily traffic to sites with online video grows more than 45 percent each year.

“Every consumer has a preference for how they like to receive information based on their preferred device, preferred channels, whether they like to read, see, listen, touch or participate,” notes Petrovsky. “Video happens to be very popular, but depending on the audience, marketers should be considering content strategies like blogs, podcasts, slide shows, viral tools, music, digital newsletters, books, events, film and more.”

To view McMurry’s custom video samples for The Ritz-Carlton magazine, Arrive and 6, click here.

About McMurry
McMurry (mcmurry.com), with three offices in Arizona and New York, offers a complete line of marketing communications services to a variety of clientele, including GlaxoSmithKline, The Ritz-Carlton Hotel Co., Amtrak, CBS, Aon, CVS Caremark, Waste Management, USAA, 24 Hour Fitness and Thomson Reuters, as well as resources to more than 10,000 corporate professionals. The company has specialized practices in healthcare, finance and insurance. It is among the largest independent marketing communications companies in the U.S. and is recognized by the Great Place to Work Institute and Society for Human Resource Management as one of the top five “Best Small Companies to Work For” in the U.S.

 

Katie Haney, Strategic Communications Specialist

P: 602-395-5850
E: KATIE.HANEY@MCMURRY.COM