As cited in a BtoB (http://www.btobonline.com/) July 27 article, according to Magda Media Futures, "Online video viewing continues to grow, with 23% of Americans watching a video online daily, compared with 13% in a similar study conducted a year ago."
They go on to indicate that "...57% watch online video weekly, up from 50% of the population last year. Males ages 18 to 34 watch 7.8 hours of online video weekly, compared with 5.6 hours per week among all viewers."
As more people begin to 'expect' video as part of their lifestyle, are associations prepared for yet another retooling of their channels of communications? 10 years ago websites with 20 pages and flash were new and exciting and listserves were the 'next great thing.' They then could cost $25000 to $50000 to develop, design and implement. Now, they simply are expected.
15 years ago, when I dabbled in music video production, we could put a music video together for $15000 to $50000. Today, those types of videos wouldn't sell much - simply the technology has gotten better and cheaper...and most importantly, PEOPLE EXPECT MORE!!!
Associations went kicking and screaming into the digital world, and really many associations are still combating the transition from an 'analog to digital world.'
But a digital world it is and that is where our members live.
The point being, lets embrace the video technology and get ahead of this curve. We are the curators of information for our members, so lets provide it through ALL CHANNELS that they deem appropriate.
I'd enjoy your thoughts on this and examples of what your association is doing to use video in their marketing and member engagement programs.
Experts in Membership Marketing is written by Erik D Schonher, Vice President for Marketing General Incorporated.