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Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video by Kevin H. Nalty

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Chapter 18. The Future of Online Video

In this chapter you will learn:

  • How online-video, mobile viewing, and television are merging, and will continue to collide.

  • Who will win the race for eyeballs (amateur webstars or professional content creators)?

  • How marketing and advertising needs to evolve with technology and consumer preferences.

  • How marketing and entertainment can coexist to provide consumers with quality content for free.

The nice thing about covering online video since 2005 on a blog is that you can selectively draw the reader's attention to what you predicted accurately, and hope nobody discovers where your crystal ball was murky.

I have predicted certain milestones with precision, but I am surprised at two things that haven't changed more drastically. First, I would have thought webstars would be passé by now. Second, I would have imagined online video and television as colliding earlier.

Lean Forward Meets Lean Back

In Back to the Future, Marty (played by Michael J. Fox) returns to 1955 and mentions to his grandparents that he has more than one television set. Marty's grandmother dismisses it as a joke because "nobody has two television sets." As a newlywed in 1996, I remember debating between a Dell media center or personal computer. We ultimately decided our one household computer needed to be at a desk where we kept bills and paperwork.

Since that time I have had four children, yet with a few exceptions television and online-video viewing remain discretely different tasks. ...

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