The first place you need to start thinking about video is on your brand's website. There are many ways that marketers are starting to use video at their home base.

Let's say you have a new product with features that are difficult to promote in a static environment and has a lot of intricate detail to convey, such as a new technology gadget or a new piece of fitness equipment. You can use video to show all the functionality and benefits of these products.

Do your consumers have lots of questions about your products? This can be a way to show step-by-step instructions on how to assemble, use and fix your products. Or consider a live video chat with your customer service group.

Here is a great example from Nike's website that shows an intro video piece to highlight its online store and what it has to offer.

Video and entertainment marketers
The large constituency of entertainment marketers are already heavily into video. Movies and music have long been in the video space (trailers, music videos, et cetera). But now the broadcasters and content creators are launching into the space in a big way. From offering full-length TV episodes to news clips to executing user-generated content, video is pervasive on the web and growing exponentially every day.

Here is an example of what ABC is doing, providing free access to full-length episodes once the original has aired. And they are sponsored by advertisers in a very clean environment. The episodes are presented with limited commercials with only one sponsor for each episode.

Marketers should also consider putting their offline assets on their websites. TV commercials and other marketing campaign assets can be sought-after content that consumers want to view. Whether it's the latest commercial or the music used in the latest TV spot, consumers will virally attract to this content and want to access it via marketers' websites.

Video testimonials can also be strong additions to websites. When combined with the written version, video can provide that added emotion and integrity to the written word. This can be a compelling way to help convert customers when appropriately integrated into product and review pages.

There are so many ways to implement video on your site. You need to start with the needs of your brand and determine how video can be a part of that equation. Understand your current assets and how/if they can play a role. And if they can't, start thinking about the process by which video assets are created, and how that process can be altered to include creation of video for the web.