Re-post article by Steve Olenski from Forbes.com
Marketing has been changed dramatically over the last decade by technology, but as that has happened, it has also created a glut of information that can overwhelm clients, who have hundreds of messages to choose from and listen to. So in order to effectively reach your clients, it is almost necessary now to cut through all the other emails, phone calls and texts to ensure that your message gets heard.
At its core, marketing is really about establishing relationships between companies and customers, and the very best way to establish relationships is through honest, face-to-face communications. No technology in the world is more effective at creating these relationships than the collaborative environments and genuine encounters offered by video conferencing
Where video conferencing excels
There are so many ways that video conferencing can be used in your marketing strategy, all of which have the potential to break through the clamor of other communications by using the undisputed king of information modes – video. Video conferencing can open up new communication channels for corporate news, product launches, customer training and even press briefings.
The natural appeal of video accentuates the quality of a presentation, ensuring that all parties have each other’s complete attention. This alone makes it worth its weight in gold, but the visual encounter also allows both parties to stay in tune with the other’s body language, and every other visual nuance, which might lend shades of meaning to the discussion.
The shift toward video conferencing
According to a projection by marketing gurus Gartner Inc., by the year 2017, the chief marketing officer for companies will be spending more money on IT services and technology than will the chief information officer. One huge reason for this is that IT will be the department most closely involved with supporting back-end servers and other technologies used in video conferencing.
As marketing experts realize that video conferencing doesn’t have to be a separate component in their overall strategy, but rather one that can integrate all other aspects of a campaign, its true value is becoming more obvious. All the benefits instantly become apparent after just a few sessions, including the travel savings, productivity increase, sharing ease and face-to-face value.
Leveraging its power for marketing
Most companies have some kind of desktop software that they use for video and chat internally to increase productivity and share information, for instance Cisco Jabber, Microsoft Lync, and even employees’ own mobile devices. Some video conferencing systems are able to connect all these devices to the same video meeting in a very useful, any-device kind of configuration, which is both convenient and highly productive.
Sharing content has always been a very effective way of building the power of a team and shortening the cycle time for development. When you’re working with clients in a meeting, you can easily share presentations, spreadsheets and even video files to maximize sharing during a session.
According to Krish Ramakrishnan of BlueJeans video conferencing, “By leveraging the power of a cloud-based service, you can connect devices together into multi-party video conferences without requiring multipoint control unit (MCU) hardware. You need a system which can be instantly integrated with your existing video infrastructure, so that all of it can be managed from an intuitive admin console.”
With the power of video conferencing now made more available and far less technically complicated, marketing personnel are turning more and more toward it as the most effective means of reaching clients and collaborating with them.