外文翻譯---在線視頻的增長(zhǎng)開闊了眼界-其他專業(yè)-在線瀏覽
2025-03-24 09:26本頁(yè)面
【正文】 expensive than live shooting, but the bank felt that a cartoon was more appropriate for the target audience and also in alignment with the bank39。s quarterly earnings report. Milsted says she was able to afford an agency to do a video because the bank has cut back on its print advertising in local publications. Instead, Chesapeake is advertising more on other local Web sites, using Facebook and Twitter, and also using its Web site as a platform for promotion and advertising. She does not think it is necessary for a bank to use an outside agency to create videos as long as the institution is capable of producing quality videos itself. We might be shooting some of our own clips in the future, she adds. Online Video Can Be a Ways to Reach Out in a Rural Market In a rural munity, there traditionally have not been many media outlets to disseminate the bank39。s Web site has taken on importance— and the inclusion of online video has proved to be an effective new munications channel. Since farmers live in remote areas, it is often more convenient to them to use online banking. Rural Iowans have e to accept online banking as a vital part of their lives, says Knock. Iowa State Savings has offered the service for a number of years and the customer adaptation rate is above the national average. Although the institution cut ber of print ads and eliminating outdoor advertising altogether— Iowa State continued to upgrade and add new features to its Web site. The institution added online video about 18 months ago. Having seen what some financial institutions had done in terms of teaching financial literacy to children. Knock decided to generate an online video on the topic. At the same time, she added a video clip of the bank president reassuring customers about the bank39。s presentation was a talking head format. The videos work for us because they honestly reflect what we deliver to our customers every day, says Knock. Since the videos went online, the Web site has experienced more hits, so Knock thinks the strategy is valid. She plans to continue creating at least one new video every six months or so. One advantage of the medium is that a video with timely information can be created and posted fairly quickly, she says. If there were a 3 tornado, for example, the bank could quickly produce a video that could tell people how to go about getting financial help. The institution wants highquality video that does not appear amateurish. On the other hand, it doesn39。s the biggest line item in my marketing budget, says Foster. The current TV mercial as well as past ones are posted on the bank39。s marketing objectives. We try to be in places where no one else is, she says. Two years ago, the bank started posting informational videos on its Web site. This was in the early days of the recession, and the bank39。High tech, high touch39。 how the state economic condition pared to other states around the nation。s Web site, after the home page itself. This Online Video 39。 Provides 39。 Business info Like many banks recently. Citizens National has cut back on its print advertising. Instead, it is diverting the money into online channels and broadcast and cable TV. We are a big proponent of TV for branding purposes, says Scott. About two years ago, the mercial bank started a monthly video magazine of smallbusiness topics. The videos, which range from 3 to 5
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