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The 2017 View From The Top - How To Succeed in the Online Video Space

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Do you ever feel like you are doing business with an email address—specifically just the domain? Beyond all of the brand investment, the outrageously expensive booths at NAB and IBC, and marketing that is better suited to B2C than B2B, sometimes I feel this industry has lost the plot of how business is actually done. Don’t get me wrong: I’ve been selling this industry’s visibility and relationships to the market one vendor at a time for 20 years, and of course, marketing is an absolute necessity. But what is most effective for our space and, most importantly, why? Relationships.


If you’ve been in this industry for a couple of years or longer, you understand when I say there is a lot of “smoke and mirrors” that get in the way between vendors and customers. If you don’t, please give me a call and I’ll personally explain. You see, there’s a huge trust issue when it comes to our industry. There are companies that spend more time on their blogs than on their products and customer service. Then there are some companies that don’t even have products—they simply have ideas they want to sell. There are also publications that sour the credibility of our industry (and journalism) by promising coverage in exchange for advertisements; paid “news” is rampant. So, it’s no wonder there’s such a trust issue in our industry.

Let’s take a step back. There are real people behind the email addresses, behind the domains, and behind the companies that are changing the way content is being consumed. It’s a “who you know” world. I am proud when leaders of our industry want to share their experiences and their passions, which is exactly what this View From the Top section is all about. If you want to get to know the real streaming space, get to know the people. Start by reading this section, then call the companies and meet with them at one of our shows—Streaming Media West and East, Streaming Forum, the Live Streaming Summit, and the Content Delivery Summit. Get to know their vision and commitment. It’s the best way to decide if doing business with them is right for you.

Need more help navigating the space? Don’t be another email address—call me.

—Joel Unickow @unickow
@streamingmedia

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