Online video in an economic downturn

Perspective: New media can curb spending in down market

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

As the word "recession" proliferates across the media, companies inevitably look to cut spending to stay competitive. However, in their hurry to get financially lean and mean, brands must not forget the importance of having a strong and dynamic online presence beyond a few pay-per-click text ads. One of the best (and cheapest) ways for real estate companies of all types, from the individual Realtor to commercial property management firms, to meaningfully engage with potential and current customers is through online video. With the ubiquitous nature of Internet video, the real estate industry has been slowly moving to the Web to meet the demand of a rising audience. According to recent research from comScore, 75 percent of Internet users watched online video in November 2007. Online video has many different incarnations -- from user-generated content on YouTube to commercials plucked from the television airwaves. However, marketing on the Internet calls for a new a...