Sara,

It might help consumers to catch up if we had a clue what deep-tagging is. This is the first I have heard of it, and I'm a pretty savvy guy.

Here is an example of where the tech industry marketing seems to fall short.

When I worked at Starbucks most of our marketing dollars were spent educating consumers, and most of our training dollars were spent educating employees how to best serve and educate consumers.

Now, if Starbucks needs to educate consumers about coffee, one would think something as non-sensical as the phrase "deep-tagging" would require tons of educational marketing.

Great post. I don't think we need to educate the public. Unless the videos are personal. It seems more of an issue individual companies need to think about and imbed the stop motion martketing opportunity in just about every video produced. It also seems like a process major search engines would want to get involved with.
Pretty fascinating. Which I think is what you are saying about giving the consumer the opportunity to get more for their search so to speak?

"This not only allows for users to find exactly what they are looking for, but also significantly grow inventory - or natural search results, depending on your perspective."

Tammy,

I respectfully disagree.

Marketing's first job is to educate and inform consumers in order to build an appetite for a product or service, including a new tool.

Google didn't just happen, nor did Yahoo. If we want consumers to accept something new and then to do something, we inspire, motivate and educate them.

I think the tags are a great idea. But just putting them in a video or audio tape does not guarantee their use. (It's like running a business and sitting around waiting for the phone to ring.)

This is especially true of B2B usage, wherein executives are extremely busy and do not have the time to learn or experiment with new tools. We need to make it simple, convenient, easy to understand and accessible.

If one of my clients wanted to tag their videos, which I would encourage, I would make sure that recipients and/or viewers were told about the new benefit (tags) that my client now embeds to make their lives easier. The message: "We know you are busy. That is why we have made our video easier for you to use. Just hit play and then click on any tab for just the information you want." And I would ensure my client created a thorough index with tabs, written in his potential audience's language.

My point about "deep tagging" is that phrases such as these don't mean anything in and of themselves. So when we reach out to consumers, we need to speak in their language. My entire point: keep it simple and easy to use.

Ann if there is a previous post to this don't post it...my computer did something weird and I don't know if it sent or not...

Lewis, You're right and your last comment is what really brought it home for me.

Deep Tagging sounds like a technical term to be used in production. It begs for another name for introduction to the consumer or just an explanation like the one you wrote.

And of course Google didn't just happen, but I don't recall any media blitz about it. Or even a how to use introduction. Actually it did just appear and I started using it.

I guess I just think if you're internet savvy then you're going to understand it and use it if it's something valuable to you. Because Google did just appear and I’m guessing this will too. Hence my belief that if you make it they will use it if it's user friendly and helpful.

It still seems to have more benefit to producers and advertisers that actual consumers by creating yet another way to mine consumer behavior.

So I guess I respectfully disagree too. :-)

You are all right.

Deep-tagging is leading edge. The firms that are building the technology are only 6-12 months old, and are just going to market this fall.

I do expect all major video sharing sites to offer similar functionality over the next 12 months.

It is up to consumers as to whether they will tag segments on user generated content. Likewise, it is up to marketers to do the same, if they choose to use the medium.

Consider yourselves (and the rest of the marketing community), now informed!