Timothy Clark is a senior marketing executive at a Los Angeles based company which sells consumer electronic products, the company was in the process of introducing three new products, for which Timothy was put in charge of preparing a blueprint of planning the marketing campaign for the new products.
The company in view of the downturn in the economy, scaled the advertising budget for the sales campaign by 50%, Timothy in the past had always planned marketing campaigns in a very grandiose and extravagant fashion, but for the moment was in a fix on how to plan the advertising campaigns with a small budget.
As a first step three different mediums of advertising were chosen, the first was through the print media, the second one was through mailing brochures to a list of clients of the company, and the last was to prepare video clippings of the new products, but still undecided through which mediums the video features would be promoted, television was out of question because of the cost.
The first two mediums of the campaign quickly got underway, Timothy may have in normal circumstances chosen the television networks for the video clippings, but for the moment with a changed scenario, that option seemed unaffordable. As an experiment Timothy decided to use the internet for using the video clippings for the marketing.
Soon a decision was taken to promote the products through YouTube and Google Video, an SEO expert who was consulted advised Timothy to consider changing the commentary in the video clippings, so as to include as many keywords as possible, into the audio of the video feature, having done that a transcription company was hired to prepare a transcript of the entire audio of the video feature.
As soon as the audio transcription was ready, Timothy posted the video clippings on YouTube & Google Video, he made sure to attach the audio transcript of the entire video clippings, three days after posting the video clippings, the company received many queries through telephone and email, Timothy was amazed and thrilled at the response.
The audio transcription was the key that did the trick, along with the spoken keywords in the video, the transcript which was posted along with the video clippings was indexed by the search engine Google, the product keywords provided the video presentation a search engine advantage, the online shoppers after watching the video clippings and the highlights of the products, responded in kind.
More than the print medium or the brochures that were sent to customers, the YouTube & Google campaign was able to sell twice as many units of the products than the other two mediums of advertising the company had chosen for the campaign.
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