For years marketing has been shifting from a broadcast model to an inbound model.
The internet and the power of search engines has put the locus of control in the customers’ hands. They are now free to decide if, when and how they interact with companies on the internet. As a response companies have shifted their marketing efforts from sales pitches and spin to customer education and value added content that establishes them as subject matter experts. This new approach has spawned a massive proliferation of web marketing content. As this trend continues, companies are noticing more and more competition and finding it harder to cut through the noise.
Last week, Brightcove sponsored a webinar series called Conversation to Conversion with Trip Kucera (Sr. Research Analyst at Aberdeen) and Steve Rotter (VP of Marketing, Brightcove) to discuss how video is playing a role in this new marketing world.