So yes, "online video direct marketing" is a mouthful. Perhaps the two disciplines need to get better acquainted. Neither are new. But perhaps they are new to each other. You see, there seems to be a lot of video these days, but they are missing the elements of successful direct marketing.
Consider this comparison with direct mail.
Any good writer knows that the outer envelope has one job: to get itself opened.
Any good DM video starts with a still image on YouTube or other hosting services. And you want that "grabber" to be viewable. Maybe it's a few words. Maybe an show-stopper image. Probably both.
Once the video starts, you have a crucial few seconds to arouse curiosity or interest. It's your headline in the direct mail world. And much as a letter builds the message, so does a successful video.
And just like a letter might have a false close, so can a video. Then, of course, a strong call-to-action.
With video, you have the added benefit of both auditory and visual effects. With printed direct mail, you just have visual. Sure, in print the reader can pace as fast as they want, but in video you can add audio inflections to voice-over to emphasize certain words.
Let's face it, the consumers’ attention span is shorter than ever, and it’s not likely to increase. People will give you a few seconds to watch a video. Engage them quickly, and they’ll stick with you long enough to get your message across and prompt enough curiosity to check you out more.