E
EDITOR’S NOTE
MARC FRANKEL
Youtube channel
https://www.youtube.com/user/islandwatchdotcom
SAYING IT ALL WITH VIDEO
There’s no question the retail industry is undergoing (or maybe feel that video is the most powerful marketing medium. It comes
has already completed) a paradigm shift. Most of us visit websites closest to holding the item in your hand, and has the immortality
to do our shopping, rather than visit stores. As this shift has hap- of print at a cost that is almost free!
pened, a parallel change in the marketing and advertising industry
has occurred. While it is difficult to replace the immortality of print become a resource for information that horologically inclined
marketing, over the years we’ve seen a major marketing push on- people will find priceless. Domain knowledge is a valuable tool -
line. Of course this comes in the form of paid search engine place- cultivating it and making it accessible to all of our readers will help
ment, but perhaps more important is the role of video marketing. to educate consumers about watches, and keep the knowledge
available so it’s not forgotten. After all, how many of us quickly
In the past, when an owner wanted the public to see his or
By creating a library of videos, the About Time website will
her face, they needed to pay a production company to make a turn to an online video to help us with some task. Just this week
video for them, and then pay to get it placed on air in the form of a quick online video helped me fix my windshield wipers, saving
advertising. The advent of YouTube has allowed anybody with a a trip to the dealer. As someone who has created over 60 online
camera, or even just a camera phone, and an internet connection educational videos about watches, I understand the value of dis-
to create their own videos, their own ‘content’, to push their mes- pensing information, so that we all may learn and become more
sage. The adage goes “a picture is worth a thousand words”. I like educated.
to say, then, “a video is worth a million words”. The ability to por-
tray a product on video and push it out to the world is something zine. Until next time . . .
that would have sounded incomprehensible just 15 years ago.
Today, we take it for granted. Owning an e-commerce company, I
6 | AboutTime Magazine
I look forward to sharing and creating content for AT maga-
Marc Frankel,
Video Editor