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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition by David Meerman Scott

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Chapter 6

Audio and Video Drive Action

Audio and video on the web are not new. Clips have been available on websites since the early days. But until recently, neither audio nor video was used much online because the content was difficult to locate and impossible to browse, and there was no easy way to get regular updates. And since much audio and video content was lengthy—as much as an hour or more—and people had no idea what was in these files without actually watching or listening to them, not many did.

The migration of audio and video from online backwaters to the forefront with valuable content happened because of sites like YouTube and iTunes, with easy ways for people to view and listen. In addition, high-speed Internet connections became the norm, and the technology to create and upload audio and video became simple enough that anybody can do it (including you).

Digging Digg Video

Digg,1 a technology news website, uses a video channel to deliver news, commentary, and information to its constituents. But Digg also has a blog and a content-rich website, and the different marketing tools work together. The Diggnation2 show is a weekly tech/web culture show hosted by Alex Albrecht and Digg founder Kevin Rose. Diggnation is classic thought-leadership content because it is not just about Digg and its products.

Many organizations are creating video to showcase their expertise and provide valuable information to buyers in an easy-to-understand medium. The interview format used ...

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