Louder and more irritating appears to be our unspoken code when trying to gain someones attention. It worked flawlessly as children, after all, and so it is no surprise that we employ the same methods in marketing and more…

Why spend your precious time hacking away at the keyboard writing blog entries or white knuckling it through original articles when you can video yourself delivering your brand with the flick of a video-enabled smart phone. In the nonstop world of online offerings, video is proving to be the desired choice for attention deficit disorder type consumers. Video is often times effortless for the viewer and entertaining to boot. If you don’t believe me, just check out YouTube the next time you’re trying to figure out how to fold a t-shirt in 2 seconds , or how to piss off a telemarketer . How-to videos are swelling online and may be the reason why Google had the smarts to gobble up the video site YouTube in the first place. In many ways, video content really is in its infancy but is gaining momentum every day. For example, YouTube just recently announced some very powerful analytics tools that are geared to help video gurus get a handle on who’s watching their videos, where they live and how long they watch. Video is a great way to distribute content and can help you discover who is interested in what you have to say and may lead you to uncover hidden target markets that you may have never thought of. Link your videos to YouTube or eHow and have access to millions of eyeballs for literally pennies. Of course the cost depends on how much you spend on producing your videos. But sometimes all you need is a camera and your talking head. Even Matt Cutts, Google’s Search Quality Guru , includes video blog entries along with his written content. Are you shy in front of the camera? That’s no excuse.  Go to eHow for public speaking tips now and you’re on your way.

O.K., that’s it for this week. I’ll be back on Monday with part 6 and finish up on Tuesday with part 7, the final entry on Brandcasting. Have a great weekend and see you next week.

Young-Bean Song, senior director at Microsoft’s Atlas Institute, has recently posted a directive for online advertisers to take a good hard look at the metrics traditional advertisers use and adopt them in order to sync up with the world of traditional advertising. According to the post, reasons to shun traditional metrics (like Reach, Frequency and Gross Rating Points) fall into three categories: arrogance, fear and ignorance. While current metrics for online advertisers may be powerful and instant, results tend not to be stable and predictable and often don’t make sense in the offline world. Mr. Song goes on to say, “digital folks snicker when they hear advertisers make statements like “TV works”. Turns out, TV does work and there is plenty of quantitative proof that TV advertising drives sales.” It’s easy to want the sexy new shiny thing like digital media to drive marketing budgets, but the truth is, old media is tried and true and still garners most of the media dollars that clients are willing to spend on marketing each year because they know what to expect. Because the digital space is fairly new and often in flux, it’s important to play nice with traditional forms of communication so that marketers can compare apples to apples. Or, you can put all your oranges in one basket and hope the rest of the world follows suit.