DIGITAL MARKETING: Tuning in to Web TV

Web TV is one of 2008's much-vaunted concepts, with a number of blue chip companies including Deloitte, BT and Lloyds embracing it enthusiastically. Despite this gradual acceptance of Web TV in the B2B space, it is still mainly a feature of B2C marketing due to the costs and time involved. However, this doesn't mean B2B marketers shouldn't sit up and take notice. There is every chance - thanks to falling costs and advancing technologies - that online video will prove to be a vital part of the B2B marketing mix.