To drive trial usage of the Bounce Dryer Bar, Procter and Gamble has created web video marketing content to show how the product makes a user's life easier.

Organizations can maximize their eCommerce web video marketing efforts by creating short-form content specific to retail situations that is integrated into the main browsing areas of a website.

The 2010 Video Email Marketing Trends Report, recently published by ExactTarget, Flimp Media and the Web Video Marketing Council, found that marketers believe that consumers are more apt to purchase a product or service after viewing an email message that contains audiovisual content.

Most web video marketing content that reaches a viral audience has been distributed via paid offline and online advertising campaigns.

Every web video marketing campaign should have an object that determines the story that will be told, along with a distribution strategy for reaching the intended target audience.

Organizations need to stop chasing viral video as a cornerstone of their online video marketing efforts and instead develop web video marketing campaigns that deliver repeatable, measurable and sustainable views.

As online video moves away from a user-generated, "snack based" content platform and emerges as a significant supplementary entertainment portal, B2B organizations are creating highly sophisticated web video marketing campaigns that generate a strong ROI and viewer engagement.

Web video marketing content can be measured by the number of video views, the amount of time viewers watched with the content, and how the video helped to convert viewers to an engagement action.

Viewer engagement should be a top goal for video content used in web video marketing campaigns.

Since online video is an effective way to engage an audience, the effectiveness of web video marketing campaigns can and should be measured.