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Business-to-business relationships are being expanded in living color.

‘Businesses are people too’ is an old saying in the marketing industry, one reason why the digital tools that are already widely used in the business to consumer space are being increasingly exploited by business to business (B2B) companies selling applications and services to other businesses.

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More B2B companies are adopting techniques such as live chat and social media based customer relationship management (CRM) to smooth their ecommerce activity. But one of the biggest areas for growth comes from the creation and distribution of video – including promotional films, customer case studies and presentations – to help B2B marketers communicate their messages.

For the last forty years, television has evolved fairly slowly. That might raise eyebrows in this age of on-demand content, but it’s important not to confuse streaming and binge watching with the technical process of creating television programming. Now, just as 40 years ago, cameras capture two-dimensional pictures that are projected onto a rectangular screen in our living rooms. Aspect ratios have improved and picture quality is far superior, but the passive nature of our viewing experience remains similar to the 1970s.

The cloud is often portrayed as a perfect solution to IT concerns. From affordability to accessibility, its merits are championed by many. However, the cloud isn’t a nebulous theoretical concept – it involves expensive hardware and requires ongoing maintenance and supervision. There’s no doubt that cloud services can represent a simple and reassuringly robust alternative to in-house platforms, but sometimes there’s a fiscal sting in the tail which comes in the form of bandwidth costs.

YouTube may be a great way to watch new music videos or pass an idle ten minutes at work, but it also provides some surprisingly valuable marketing lessons.