1、 1 本科毕业论文外文翻译 外文题目： Online Video Grows and Open eyes 出 处： ABA Bank Marketing 作 者： Walt Albro Introduction In the past, video was limited to television advertising Which many community bank marketers were reluctant to do because .e cost and unfamiliarity of the medium. But todays surge of video inter
2、est is not for broadcast or cable TV. Its mostly for online viewing. To produce these videos, some marketers are doing the shooting themselves. Others are hiring outside agencies. Some are purchasing packaged videos that can be customized for individual banks. Many videos are being posted on the ban
3、ks own Web site. Others are linked to e-mails as part of online marketing campaigns. Others are placed on Internet sites such as YouTube. Advertising new products or services is just one of the many uses of these videos. Banks are employing them to inform or educate their customers and prospects abo
4、ut financial issues. Some are deploying them as promotional backgrounders to acquaint customers with the banks history and employees. A few banks, for example, are regularly videoing their president or CEO talking about the institutions safety soundness or its quarterly earnings. Big banks may be ad
5、vertising on network television, but community banks are finding an audience by expanding into Web-site videos. Video on the Internet has proved to be a wonderful way for us to communicate with our customers, says Jan Knock, vice president of marketing at Iowa State Savings Bank (assets: $180 millio
6、n). Creston, Iowa . The media may be new, but we are delivering essentially the same message we did before. ABA Bank Marketing magazine talked with a sample of five community bank marketers from around the country to learn how they are using online video and to hear what problems or benefits they se
7、e with the medium. Online Video Was a Logical Choice to Promote a New internet Service After developing a new online personal money management service, Chesapeake Bank decided that video promotion might be the best way to reach the younger demographic that it was targeting. Chesapeake Bank decided t
8、hat video Since the institution was one promotion might be the best way to reach the of the first community banks in the market to offer such a service, Chesapeake wanted to hit it hard with a marketing campaign. As a result, the bank created a two-minute animated video that described Money Tracker
9、and explained how it worked. The bank posted the video on its Web site and also on YouTube. It created a link to the video on several local Web sites and also a link on 2 promotional e-mail blasts. It helps to differentiate us because we are the only community bank in this market that has online vid
10、eo, says Milsted. Within the first month, 1,000 people had viewed the video on YouTube and 800 people had gone to the Money Tracker site to try it out. The bank used an ad agency to create the video. Animation can, in some cases, be more expensive than live shooting, but the bank felt that a cartoon
11、 was more appropriate for the target audience and also in alignment with the banks light-hearted, fun-loving culture. It was felt that the cartoon character, Bob, who is the video narrator, could be used again in future promotions. For the last 12 months, Chesapeake Bank has also been posting a vide
12、o of its president and CEO talking about the institutions 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 Faceb
13、ook 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 th
14、e future, she adds. Online Video Can Be a Ways to Reach Out in a Rural Market In a rural community, there traditionally have not been many media outlets to disseminate the banks message. Thus today, the small-town banks Web site has taken on importance and the inclusion of online video has proved to
15、 be an effective new communications channel. Since farmers live in remote areas, it is often more convenient to them to use online banking. Rural Iowans have come 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
16、 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 som
17、e 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 banks financial condition since at the time there were widespre
18、ad fears among consumers about the safety of banks in general. The institution lacked the budget to produce a slick, scripted video. Instead, it opted for the simplest format that could be created for a reasonable cost. The financial literacy video featured on-camera interviews with young customers.
19、 The presidents 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 crea
20、ting 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 fi
21、nancial help. The institution wants high-quality video that does not appear amateurish. On the other hand, it doesnt want to appear artificially polished, It looks relaxed because that is the way we are, says Knock, The look is intentional. Knock thinks that any bank can produce a suitable video at
22、a cost that is not excessive. In fact, most could shoot the video themselves or do it with modest assistance from an agency, The biggest challenge we had was the sound. To get high-quality sound, you really need to use a sound technician, she observes. Informational Videos Attract the Interest of Bu
23、siness Customers Despite its relatively modest size, this 10-year-old commercial bank is an active television advertiser, producing two new commercials annually. The ads are broadcast during peak broadcast times on WMUR-TV 9, an ABC affiliate station in Manchester, N.H. Its the biggest line item in
24、my marketing budget, says Foster. The current TV commercial as well as past ones are posted on the banks Web site, . Despite the expense of TV advertising, Foster says the commercials fit in with the banks marketing objectives. We try to be in places where no one else is, she says. Two years ago, th
25、e bank started posting informational videos on its Web site. This was in the early days of the recession, and the banks president was invited to appear on a local TV Fox News channel to provide commentary on the New Hampshire banking industry. The bank later purchased a license to rebroadcast the sh
26、ow and posted it for 90 days on its newly redesigned Web site. At the same time, the bank was sending out letters to clients trying to ease their concerns about the safety and soundness of the banking industry. We felt that the video would be another way to reinforce the message, says Foster. Also,
27、it helped to portray us as a technology-savvy company. After all, our motto is, High tech, high touch. The video proved so popular that the bank decided to produce a quarterly series of three-minute videos in which the president responds to topical questions about business and the economy. During th
28、e last year, the videos have addressed such topics as the current state of bank lending to businesses； how the state economic condition compared to other states around the nation； and the status of commercial real estate lending. Foster says the cost to produce each video is $500, which is reasonabl
29、e, especially in light of how often they are viewed. The videos are the second most popular area on the banks Web site, after the home page itself. This Online Video Magazine Provides How-To Business info Like many banks recently. Citizens National has cut back on its print advertising. Instead, it
30、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 commercial bank started a monthly video magazine of small-business topics. The videos, which range from 3 to 5 minutes, are posted on the b
31、anks Web site. Past videos are archived, so that the bank has a virtual library of business topics ranging from how to develop a business plan to how to hire staff. This is just another tool that we use to get people to understand our brand, says Scott. Topics for the videos were initially developed by research, including the use of a focus group with bank
