Very few mortgage brokers have ever had the money to advertise on television, even on one of the now many ubiquitous cable television outlets.
But if one wants to have a video marketing campaign, the answer is simple and inexpensive-the Internet. But be aware that it is not just the small business going online.
Todd Gregorcic, president of online video advertising provider Click My Video Inc., said, "The Internet is becoming more and more attractive to advertisers with big budgets as well as those with modest budgets because there are more eyeballs than ever and better ways of tracking them. With TV, you have to rely on Nielsen ratings to tell you who you reached, and with the advent of the DVR, who really knows who is watching, when they're watching and what they're watching.
"With digital media, you can track Web site visits, collect marketing information and even e-mail consumers directly with rich media like video. More than that, advertisers are able to target their audience based on key demographics and enthusiast interests on a granular level that just isn't viable with any other medium."
He said that many advertisers are using digital in unique ways, to fit the habits of Internet users.
"Every day, millions of people e-mail YouTube videos and links to interesting things they see on the Internet to their friends. Consumers are used to getting video e-mails, so e-mails from advertisers with rich media aren't as unwelcome as they used to be.
"In that sense, advertisers are now becoming content providers, using video to deliver actual content related to their message embedded in direct marketing emails to consumers. They aren't just emailing TV commercials, but rather, they are creating or co-opting funny or informative e-mails and wrapping their advertising message around it in order to suit the habits of Internet users.
Gregorcic's experience with advertisers has demonstrated that most people are willing to open the e-mails and watch them, and many respond back to the advertisers as a result of the video. Even if the e-mail doesn't get any response, because of the ability to adapt on the fly in the digital world, the campaign can be adjusted, unlike a television, radio or traditional print media campaign.
