Now that you have decided to leave your media mix “as is” for next year AND invest in some rigorous customer research, let’s move on to the next big marketing question for 2013. The answer to which, unlike that of question #2, is going to be a lot of fun for you.
The Third Marketing Question For 2013 goes like this:
Are we going to create an absolute sh&t load of video content about our business in 2013, or what?
We’re feeling generous for the third time in a row, so once again we’ll give you the answer:
That is the only correct answer, because you just can’t say no to these “subquestions”:
>>> Does the time spent by consumers watching video outpace consumption of all other types of media combined? More time than some people spend sleeping?
>>> Is video content easily digitized and uploadable to our own website, YouTube, Facebook, et al.? “Self” viral?
>>> Are we now finally convinced that every other way we have tried to express our brand personality and authenticity, including asking customers to make videos, is bollocks?
>>> Would we rather spend a few hours making a dozen 90-second videos about how to use our products or services versus spending three months in an endless series of rewrites just to put together a stupid newsletter jammed full of watered-down slop that no one reads?
The answer to the Third Marketing Question of 2013 – why aren’t we making video content left and right? – is easy. We have been intimidated and afraid. But now we are not.