The Evolution of Marketing Channels for Digital Media

Caleb hangs up his backpack every day when he comes home from high school. He takes off his shoes, uses the bathroom, maybe he fixes something to eat. You grab the remote control, but conventional television is not what appears on the screen. Through Sony Google Net Box, Caleb bookmarks a YouTube video list. He is engrossed as he watches one video after another and then another and another. When his parents tell him to turn it off and start doing his homework, not a single program has been seen on the network. The sixth grader can’t tell you what’s on Nickelodeon. Cartoon Network has no influence. The huge collection of YouTube videos about video games and random fun things is their poison.

Caleb’s parents begin to wonder about the benefits of keeping the cord. In addition to his son’s dwindling interest in cable TV, the cable company recently decided to remove a few more channels and make them exclusive to the premium package. This came too soon after another increase in your monthly rate. The combination of cable, Netflix, and the occasional Red Box now makes parents pay more for home entertainment than ever. If the family can become more dependent on their Sony Box, then all they will have to pay for is internet service (and possibly Netflix). Through Ether, the impact of YouTube and other video hosting platforms will likely serve as a turning point. in your decision.

Recent advantages in technology have added fuel to this video viewing revolution. New video hosting platform websites have been popping up everywhere. HTML 5 and its built-in video player make it easy for anyone with server space to display videos. Digital media distributors can provide and package the media for anyone to create their own video hosting platform website. The sites that used to allow you to display photos are now packed with videos.

For all these reasons, marketing through digital channels now takes on a completely new look. Hundreds of thousands of businesses and other organizations now use video to drive results; and they do so by providing their content to video hosting platform sites such as YouTube, Daily Motion, Metacafe, and Vimeo. In turn, they share the content across the platform with other sites, apps, and blogs, giving good content legendary status. Internet celebrities are discovered overnight. Going viral is now a worthy mission.

The challenge for marketers is how to stand out when sharing content. Successful ways have included ever-present list building and interactive sorting. Through the handy embeddable bookmarking app offered on these hosting platforms, website owners across the WWW list and rank their best selected videos. Even the biggest news outlets have joined the game (see Fox News, Billboard, and USA Today). Some of the sites that consistently do a good job of listing the best online videos are:, Wikipedia, and Huffington Post (which now operate their own platform – For those who don’t entertain themselves with a mere list , there are rating / ranking sites that engage viewers. In addition to the video platform hosts offering their own ways for visitors to interact, some of the more relevant social media sites like Reddit, StumbleUpon, and Digg use the power of collective judgment to filter the highest quality viral video. Other fun video viewing sites like Funny or Die and Blip tv allow their audiences to select the winners and losers of popular online videos.

The entertainment landscape is changing. Soon, the myopic conduits of television content will be replaced by channels of fluid and dynamic content derived from the World Wide Web. With the advent of new devices and incredibly simple HTML encoding, the ability to offer better variety and quality than ever will become the standard.

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