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Video Marketing to Gen Y

Below is a guest post from Bruce Pressman, the Director of Sales at a San Francisco Bay Area hotel and a member of the Vipe team (contact us if you would like to be a guest contributor):

Dr. Kit Yarrow, author of Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail says; “Generation Y is considered to be some of the most sought-after consumers.” First of all, they’re huge. It’s the largest population that we have right now, the largest generation we have right now. They influence a good percentage of household purchases. They want things really fast and they have shorter attention spans. They have great urgency and require more stimulation. And lastly, by 2015, they’re going to have more spending power than any generation before them, including the baby boomers. So really, anybody that’s in marketing, anybody that’s in business has to be thinking about this generation either for their influence or for the future.

What are these buyers doing? They are watching videos. Day in and day out.  Nights are no stranger to this group either; as anyone with a teenager or adult child living at home can tell you.

The web gives you so many ways to sell online. The obvious way that most people know and love already is e-commerce. You know, you go on Amazon, you buy a book, you do a search on Google, you buy something on eBay. All of that is fairly well understood. Can we get buyers and sellers to meet online? They can meet through, web conferencing, for example, or they can chat or they can arrive at a website through an online ad and then have an interaction on that website that leads to a sale. But the main point is that it’s a one-to-one relationship. It’s mediated through the web and that doesn’t replace face-to-face meetings. It just gives selling organizations and salespeople more options to interact and help customers buy. Using video in this way is proving to be a viable and lucrative way to spend Marketing and Advertising dollars. Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers, and the site has seen a 359% year-over-year increase in video views. Product pages with video have higher conversion rates than product pages without video. (Internet Retailer, February 2010)

If you have videos in your sales arsenal to promote your products, how do you manage them? Well…? If you want a way to manage and track your responses and keep your video library viable and current, consider a one stop approach that will expand as you do and can be a true barometer of what campaigns are working for you and which ones are not.

No fancy algorithms or consumer studies or cookie tracking here. Send out your campaign and see the analytics immediately. When, where, and what time was your attempt to sell acted upon? Use this info to hone a campaign that works. No extra cost or evaluations are needed. You are in control of how you maximize results for campaigns you know work, using videos you create about products you know the best.

People want to look into your eyes, hear your voice, get to know, like, and trust you, and THEN do business with you. There are techniques to help you do that in person and, frankly, most of them are the same as how to do it on video. Read more here:


The time is now to start using video or face the risk of being left behind your competition because you have not addressed the way this generation uses the internet.

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