Viral is a Dirty Word: Strategic Video Success


“Viral.” No word in the interactive marketing lexicon derails strategic thinking quite as effectively. Everyone wants their video to go viral, but the fantasy of millions of people discovering a video for free (without media, PR and search strategies) leads to disappointment and disillusion. Few videos ever go viral, and fewer actually need to. Good interactive video strategies don’t just rely upon massive numbers of views. From VSEO (video search engine optimization) to interactive engagement, video offers opportunities that go far beyond the limitations of viral TV2.0 strategies. Engagement and meaningful KPI’s increase the value of video to global companies as well as neighborhood cake shops – regardless of any viral impact. Watch Jeremy Sanchez and Robert John Davis, Exec. Dir., Advanced Video Practice at Ogilvy, to learn how to optimize your video strategy to pull the levers that matter most.





Watch Jeremy Sanchez and Robert John Davis discuss their presentation at SXSW 2012.


Jeremy Sanchez, Robert John Davis, Ogilvy,Social Media Lodge from RealTVfilms on Vimeo.




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