In a world where reading has become increasingly passé, video is emerging as the go-to tool for businesses to deliver information quickly and easily. Videos give customers information about a product or service without overwhelming them with text. In thirty or sixty seconds, a prospect can learn a lot about a business through a short, impactful video. If a picture paints a thousand words, then a video paints a million.

The upside is that creating videos has become ever easier. Thanks to technology, almost anyone can create an affordable video. Anyone with a smartphone can record video segments. There are also countless vendors that use software programs to create animated explainer videos. But easier and cheaper is not always what is best. Perhaps more than ever before companies must create marketing videos that connect with their audiences. They must have a refined balance of information, visuals, sound, and action. So, what should a marketing video include?
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The video revolution has been six decades in the making. The first video cameras to capture color images were used only in television studios in the late 1950s. They were huge, clunky and connected by wires. In 1982, Sony successfully released the first Betamax camera for news outlets, but this also ushered in the age of portable video camcorders anyone could use. These recorders used uncompressed tape, which limited how much video could be recorded on one tape. In 1986, Sony created the first all-digital video camera but the format was still uncompressed. In 1993, Ampex developed the first compressed digital video camera, allowing hours of video recording on one tape for the first time. That was less than 25 years ago. Compressed digital video opened a floodgate of video products and innovations. Thanks to those innovations, video has become an increasingly useful tool.
The next big leap happened when video recording capability was added to smart phones. Video went from being a useful tool to becoming a vital, ubiquitous device to tell stories, capture moments, save time and even save lives. And new social media sites made it possible to share amateur videos with the world. Indeed, as of 2015, 300 hours of video were uploaded to YouTube every minute. Today, that number is thought to be closer to 500 hours per minute. Police are increasingly using “body cameras” to increase transparency and trust with the public as they serve and protect. Homes and buildings are using surveillance cameras 24/7 to watch over people and property. Video cameras have been installed at traffic lights to deter (or catch) drivers who run red lights. Businesses are increasingly using video to market products and reach today’s video-driven audiences. Now, even HR departments are starting to use video in the recruiting and hiring process, and for good reason. It saves time and money for the company… and its applicants. But beware, there are some possible pitfalls to avoid. Continue reading →

The first rule of sales is “Know Thy Audience.” Anyone who deals with sales and marketing probably knows at least a little about the various generations living today. For business purposes, there are currently six generations or audiences alive today. The frugal Silent Generation, born from 1929 to 1945 and now in their 70s and 80s, grew up during the Great Depression and World War II. The free-spirited Baby Boomers (born from 1946 to 1964), who grew up during the Civil Rights movement and the Cold War, are now beginning to retire and are redefining what that means. The GenXers or Boomlets (born 1965 to 1981) were the latch key kids who grew up during the race to Space and the Vietnam War. Theirs was the first generation to transition from an analog to a digital world. Generation Y — the now much discussed Millennials (born between 1982 and 1999) — were the first generation to grow up as technology natives and watched terrorism become a global threat. They are currently the biggest generation living. But there are two more generations emerging. Meet the iGens and the Alphas.
The iGeneration, also known as Generation Z or Post-Millennials, are those born after 2000 who are not just technology natives but also social media natives. This generation is comprised of those born roughly between 2000 and 2012. The oldest of this generation are about to become adults and the youngest are in Kindergaarten. While most iGens haven’t begun to work yet, they benefit a lot from and have access to their parents’ considerable spending power. And right on the heels of Generation Z, the next generation is already emerging. Dubbed the Alpha Generation, they are comprised of today’s babies and preschoolers. Most haven’t even been born yet. While this generation has absolutely no buying power and has hardly had time to be shaped or affected by the world around them, some things can already be gleaned about them. Here’s more about the two newest generations that will be shaping our collective future. Continue reading →