Direct Response TV (DRTV)

A recent article in the blog Mediapost blog, Online Video Insider, Eric Franchi posted an article "Direct Response Online Video, Revisited." The article talks about DRTV and asks the question, so why the lack of investment and experimentation in video? Eric notes, "With the undeniable growth of online video and continued focus on innovation, perhaps we will unlock that code to driving ROI with video in 2009. Perhaps eMarketer's prediction of 45% growth for video will then prove to be too conservative. Wouldn't that be something?

I think DRTV would contribute to an already overly commercialized Web.

Here are some of my comments to the article.
Two ideas.

Start thinking about your business model as a relationship one, not transaction. Read Geoffrey Moore's book, "Dealing with Darwin."

Create your Video Program as a trailer (short form) to the main event (long form) on your landing page, a media rich environment with the objective of initiating a relationship.

The Internet is not built to be an ATM machine.

Why It's Not DRTV.

Like other mass media formats carried over from print, many simply don't work: the Web is not a radio, not a TV, not a magazine.

Connected to a database, the Web is smart and has a memory. It connects with other media - TV, radio, and print. It is a communication and collaboration platform.

A bad rep.

Many of the video ad formats being experimented with on the Web are just adding to the intrusive category of advertising which has contributed heavily to turning people off, creating a liability, assuming risk, and over-commercializing the Web. And, quite frankly, DRTV does not have a good rep out there. It's not viewed as being authentic as in misrepresenting actors as customers for example.

Video is about Web 2.0 tools.
Adoption of software to build infrastructure is slow (databases, collaborative networks, business intelligence being just three examples) and rich media is scary because while nearly everyone can wield a pen to tell a story, few can use audio and video tools. It's hard to believe but there was a time when word processing software was viewed with the same lens as iMovie and Garageband are today. Scary.

Questions.

Does anyone in your company have support to become a thought leader and talk as in "broadcast yourself"? Is only the imperial "we" permitted? Is anyone addressing your core values (like integrity if you're a bank) and talking about it?;

Is anyone communicating his/her critical thinking about how to become sustainable as a company and as a corporate citizen?

Is anyone actively promoting your consumer education programs around key sustainability issues such as energy, climate change, food safety, etc.?


ROI come from across the organization.

Video is an incredibly effective tool to move thought leaders to the fore so consumers and prospects can judge a company by its leadership, core values, critical thinking, and education programs. Look for ROI measures of marketing effectiveness, not just in sales and response, but in how successful your company is at attracting and keeping talent; being innovative in how and what you sell (the trusted network part); customer retention rates reflecting the trust and respect your customers have in you as being an authentic enterprise.