The Coming Video Storm

Years ago Strategic Communications Group (Strategic) developed an advertising campaign for now defunct infrastructure technology provider ViaCast Networks. The creative theme: The Future of the Internet is Written in Broadband.

There is a cliché in technology that you’re never wrong, just early. Unfortunately for ViaCast, it proved to be spot on in this particular case. Small business and consumer broadband connectivity continues to grow with its adoption most likely accelerating thanks to the recently passed economic stimulus bill.

With broadband comes user demand for rich media, such as gaming, virtual reality environments and (of course) video. What this means for corporate marketers, public relations professionals and social media consultants is the requirement to incorporate video into their programs. It’s all part of the challenge of developing and packaging content that engages, educates and entertains.

Strategic has been steeped in video development work these past few months with programs for clients like Microsoft, BearingPoint, GovDelivery and Associates in Radiation Oncology. I’ll also be video blogging in March from industry conferences FOSE/GOVSEC and Satellite 2009.

This is why I’ve been reading with great interest reports of a soon-to-launch video initiative from shoe maker Adidas. According to Brandweek magazine, Adidas.tv is “designed as a global hub for video content produced by the athletic footwear giant and its partners...It also has an 'Originals' channel of shorts created by Adidas.”

Adidas appears to have done its homework having studied successful video business models like Hulu, as well as ill-fated approaches like Bud.tv.


What’s been your experience with video in a digital marketing and social media environment? I am in the process of compiling best practices from my client and social media activities and welcome any insight.

Positioning Follows Environment

During the past 24 hours my world has been consumed by discussions of corporate positioning and to-market strategy.

Yesterday, I joined several Strategic Communications Group (Strategic) colleagues for a public relations/social media plan review meeting with an emerging growth client in the e-commerce space. In talking through the company’s market situation, competitive environment and corporate goals, it was agreed that our launch campaign will feature a bold leadership statement which differentiates the company from successful offerings currently available to customers.

It’s a strategy designed to put the company on the map more quickly with customers and investors, even though there are a number of risks associated with its execution.

This morning I was reminded that product or service differentiation isn’t always required to achieve a desirable competitive positioning. An article in today’s New York Times discusses video site Joost’s relaunch as a Hulu clone, the well received video service from Fox and NBC.

Joost’s management is counting on concern among media companies such as CBS, Time Warner and the CW Network of the growing momentum of Hulu.

“If you are a principal content owner aside from NBC and Fox, do you really want one Web site that controls all professional TV?” asks Mike Volpi, Joost’s CEO. “Everybody who is not NBC and Fox is encouraging us to do a good job and be a player in the market.”

My view is that it’s ultimately a company’s market environment that should have the most significant influence on the setting of corporate goals, as well as related positioning and messaging. While Joost’s me-too approach may lack differentiation, it’s the right play at this time.