Digital Marketing Definitions – V

Digital marketing and thus the digital marketing terminology and digital marketing definitions are constantly changing.

This is a page of key digital marketing terms and definitions beginning with the letter V.

V Terms

Video Marketing

Incorporating video based promotional content for a product or service into your marketing plans; videos of various types are created and uploaded online for sharing; videos for marketing are usually short, 2-5min or less and make use of popular video sharing sites and visual storytelling; videos are uploaded to 3rd party video sites to take advantage of their large traffic and search capabilities as well as ease of social sharing; don’t overlook hosting the videos on your own organisational site as well

e.g. user testimonials, demonstrations of products, screen-captures of online tools or software in action, animations, video of events, how-to videos, explainer videos, videos of staff, case study videos, behind-the-scenes videos.

Viral – When a photo, message or video has been trending around the world through social media it is known as viral.

Virtual reality (VR) is all the rage. Demonstrations are appearing at digital marketing roadshows, and the technology is available to buy. The same is true of augmented reality (AR). This may be the tipping point.
Virtual reality: VR uses computers to build complete, physical environments for the user to enter and interact with. Think of headsets like Oculus Rift and Samsung’s Gear VR.
Augmented reality: According to a Harvard Business Review, AR gives users “the ability to overlay virtual content on the physical world and have the two interact in real time.” Think of Google Glass. The wearer can still see and hear the world as usual, but with extra information added via the lenses.
AR/VR could reach $150B in revenue by 2020, “with AR taking the lion’s share at around $120 billion.”
Augmented reality vs virtual reality as forecast by Digi-Capital
This is huge business, and marketers are frantically trying to grasp these technologies’ potential.
So why is augmented reality projected to make more money?

“Augmented reality technology, unlike virtual reality, is already well-suited for mass market adoption.”
Virtual reality is an immersive experience, whereas augmented reality takes the world we live in, and adds features.
Both of these technologies are intriguing for marketers. At SXSW 2016 McDonald’s created a buzz by letting users step inside a Happy Meal:
McDonald's creates virtual reality experiences as a digital marketing strategy
While undeniably exciting, it’s a little trickier to see the marketing applications for this sort of technology. An AR user can essentially go about their normal life (albeit augmented), but VR is best suited for gaming and viewing content.
Ikea already uses AR for marketing. Their digital catalogue lets you test furniture in your own living room, using your phone’s camera. It’s immediately clear why buyers will enjoy this feature.
Full of potential, these technologies promise to remain a major topic for marketers over the next few years.

Voice – Your digital voice is important when deciding how you want your audience to perceive your business. It is also imperative to be consistent with your voice when sharing your content, so your brand is identifiable. Too many voices and tones can be interpreted as unprofessional and lacking in communication between the organisation’s divisions.

Voiceover (v/o) – The voice of a person reading a script over a radio or TV ad, or over presentation slides turned into a video, or voice narrating or reading script while footage shows in a film or video

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This page is part of the A to Z of digital marketing series.