The most misleading thing you’ll read about video marketing is that it beats every other channel. It doesn’t. No single marketing channel dominates every objective, every audience, and every context, and the companies that allocate their marketing budgets as if one does are the ones that complain about poor returns. What corporate video does exceptionally well is specific, important, and defensible. There are also contexts where email, social advertising, print, or podcasting will outperform video, […]
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