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MARKETING
Solution Study
Table of Contents
1 Executive Summary 03
Action Plan 27
Executive Summary
VIDEO MARKETING SOLUTION STUDY 4
Executive Summary
It has been said that “All Marketing is Digital Marketing,” and with good
reason! In the last decade, marketing has been transformed.
This Solution Study covers:
Marketing has moved from an environment in which traditional marketing,
brick and mortar storefronts, and Digital Marketing options all competed What is Video Marketing?
for the time, attention, and resources of the marketing department to one
in which Digital Marketing reigns supreme (with an occasional nod in the
direction of the storefront or traditional marketing channels, such as direct
mail and print advertising).
Benefits of Video Marketing
Video Marketing
Solutions Landscape
Action Plan
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 5
VIDEO MARKETING
Solution Study
These videos include a powerful combination of elements – audio, cast/ The strategies, processes, and technologies employed
speaker(s), images, graphics, and text – that are exceptionally appealing by an organization to generate interest in their brand,
and effective at promoting messages. company, and products through the use of relevant,
Video Marketing encompasses a wide variety of activities, including engaging video content.
program planning, the alignment of target audience & video content,
video production, content distribution, video optimization & monetiza-
tion, and program analysis.
Role in Digital Marketing
The main goals of a Video Marketing program are to develop brand
Stemming from the larger umbrella of Content Marketing, Video
awareness, provide attention-grabbing content for clients & prospects,
Marketing has become an integral part of the overall digital experience.
and generate qualified, captivated leads.
Video Marketing’s role in the digital landscape can be seen in our Digital
Inherently, video is a form of content used to enhance the overall Marketing Roles Matrix on the next page.
customer experience.
Video Marketing processes and technologies are used primarily by
While the demand for video among Internet users has created the need Content Marketing. However, several other roles contribute to video
for a specialized Video Marketing focus, it remains part of the broader content, including Strategic Communications, Demand Generation,
Content Marketing practice area. Community, Social Media, and Customer Experience.
Revenue Accountability Budgeting & Planning WCM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Reviews & Coaching Marketing Automation Webinar Presentations Customer Lifetime Value, NPS
Management Conference Keynotes Return on Customer (ROC)
Reporting to CEO/Board Recruitment & Retention CRM
Brand Strategy Digital Marketing Budget WCM Data Sheets, Whitepapers Market Share, Profitability
Strategic
Marketing Strategy Social Agency Management Content Marketing Platforms Case Studies/Testimonials Brand Equity
Communications
Mobile Marketing Strategy Communications Management Social Media Platforms Competitive Analysis Content Usage
Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email Advertising/SEO Campaign ROI, Email Metrics
Demand
Inbound/Outbound Marketing Lead Generation Digital Asset Management Email Campaigns Marketing Qualified Leads
Generation Event/Survey Management Contribution to Pipeline
Sales Opportunity Management Tradeshows Webinars
Web Content Management Content Creation WCM, Blogging Platforms, MA Website and Blogs Content Views, Links Earned
Content
Content Marketing Campaign Analysis Content Mktg & Distribution eBooks, Articles Content Conversion
Marketing Content Distribution Video Marketing Platforms Content Published
Content Scoring Videos
Online Community Management Community Development WCM Posts, Tweets, Photos User Engagement
Community &
Social Listening Social Channel Management Social Media Platforms Forums, Chats, Comments Sentiment Analysis
Social Media Social Reputation Management Social Channels & Networks
Social Engagement Articles, Community News Campaign ROI
External Communications Influencer Identification Media Contact Database News Content/Press Releases Mentions/Impressions
Public Relations Media Relations Relationship Cultivation News Distribution & Monitoring Thought Leadership Content Audience Growth & Engagement
Analyst Relations Content Creation/Distribution Analytics & Reporting Rich Social Media Content Sentiment Analysis
New Product Development Product Launch WCM New Features/Ideas for R&D Avg. Revenue Per User
Product
Mobile App Development Product Positioning Mobile Development Platforms Gamification Avg. Order Value
Marketing Video Production/Development Competitive Analysis Video Production Platforms Competitive Analysis Conversion Rate, Renewal Rate
Interactive Experience Customer Experience Customer Profile Management Buyer Personas Customer Satisfaction Index
Customer
Customer Satisfaction Customer Journey Mapping Customer Support, Twitter Customer Journey Map Customer Lifetime Value
Experience Customer Advocacy Customer Persona Creation Survey & Social Channels Proposals, Presentations Net Promoter Score (NPS)
VIDEO MARKETING SOLUTION STUDY 8
Budget & Staff: How well Video Marketing is resourced with time, talent,
Processes
tools, money, and authority. Video Marketers develop measurable processes for each
phase to ensure progress and success.
Development Focus: How in-depth the focus of development for Video
Marketing is within the organization. Resources
World Class Organizations ensure that sufficient resources (time, talent,
Content Management: How well the organization manages video content. tools, money) exist for each initiative, campaign, and phase of their plan.
Metrics: How Video Marketing initiatives and campaigns are tracked, Demand Metric’s Video Marketing Maturity Model can be used in combi-
measured, managed, and reported. nation with the vendor landscape analysis and charts detailed in the
Video Marketing Solutions Landscape section of this report.
VIDEO MARKETING
Maturity Model
STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Video STAGE 1 - Undefined
Marketing Defined, integrated strategy for Video
Marketing exists across an Enterprise;
Defined, integrated strategy and
Campaigns are tracked & measured by
Defined strategy and processes exist processes exist for Video Marketing
level of engagement & revenue impact
No defined strategy or process for for Video Marketing in uncoordinated across an Enterprise
Orientation pockets in organization
Video Marketing
Video library available with options Platform features such as in-video Platform enriches program; Features Comprehensive solution for video
Content to create metadata; Videos can be calls-to-action and video player include multi-level access controls, management and optimization; Moni-
Management added to playlists for a rudimentary customization, enhance a Video enhanced optimization, and metadata tors and manages video campaigns;
organization of video content Marketing program categorization for easy searching Tracks content usage on all devices
VIDEO MARKETING
Solution Study
Benefits of
Video Marketing
VIDEO MARKETING SOLUTION STUDY 12
Video falls under the unified umbrella of Content Marketing. By choosing to “play” a video, a viewer is already showing
interest in your product/service.
Although Video Marketing has taken on its own persona,
ultimately, it supplements content initiatives with a highly With video, viewers have the option of actively choosing
effective medium. content rather than just passively receiving content via
email, ads, etc.
Providing Collateral for Social Media Marketing Producing Realistic Customer Experiences
Once videos have been produced, they are powerful tools For those organizations that have little in-person
that should be shared on all of an organization’s Social contact with their clients, video provides a platform for
Media channels. organizations to show the faces of the organization and
personalize communication to specific buyer segments.
Video has become one of the most highly shared content
formats on the Internet, especially on Social Networks. In comparison to other content formats, video content
allows organizations to gain a manufactured face-to-face
interaction to connect personally with clients.
BENEFITS OF VIDEO MARKETING VIDEO MARKETING SOLUTION STUDY 13
When video content is strategically planned, produced, According to Demand Metric’s Chief Analyst, Jerry
and distributed for a particular audience, it is more likely to Rackley, “Marketers should keep in mind that search
generate prospects that are invested in your message. engines will index properly tagged videos very well, and
they often include an attention-grabbing thumbnail pane
One-minute of relevant, engaging video content can be very
in the search results page.”
powerful to the right audience and increase the likelihood
of a viewer following a call-to-action. Consequently, the more videos your program produces,
the higher your SEO rankings will become.
Some organizations choose to make their videos Gaining an audience for your videos will improve viewers’
fee-based, which would certainly provide more revenue, connection between your brand and the message you are
if presented properly. providing in the video.
However, even organizations that open video content to For this reason, it is important to create a clear, relevant
everyone should expect a hike in revenue due to the other story that highlights the most appealing attributes of your
projected benefits listed above. A strategic plan for the organization.
production and distribution of a Video Marketing program
will eventually help generate revenue.
VIDEO MARKETING
Solution Study
Video Marketing
Deployment Lifecycle
VIDEO MARKETING SOLUTION STUDY 15
5 Video Marketing
Video
Monetization Deployment
Lifecycle 2
Video Content
Management
4
Video
Optimization 3
Video Distribution
& Sharing
VIDEO MARKETING DEPLOYMENT LIFECYCLE VIDEO MARKETING SOLUTION STUDY 16
VIDEO VIDEO
HOSTING & STREAMING CONTENT MANAGEMENT
The video hosting & streaming component of Video Marketing Video content management involves all of the activities that support
platforms centers around the capacity of solutions to upload, the storage, organization, and modification of video content.
download, view, and process video files.
Basic solutions provide users with access to a video library of all
Basic solutions allow users to easily upload, download, and view uploads with the option to create metadata (i.e. tags, descriptions,
video files with both Flash and HTML5 coding. and links) and add videos to playlists for a rudimentary organization
of video content.
More advanced solutions offer functionality to stream live and
HD videos, upload/download videos from multiple channels and Comprehensive solutions include features such as metadata
devices, and the ability to customize video players. categorization for easy searching, and enhanced optimization and
multi-level access controls to enable different levels of access for
Cutting-edge vendors offer advanced encoding services to
multiple user accounts.
process video files from most formats, the capacity to upload/
download videos at an accelerated rate, and options for
customizing video players within the platform, across channels,
and on mobile devices.
VIDEO MARKETING DEPLOYMENT LIFECYCLE VIDEO MARKETING SOLUTION STUDY 17
VIDEO VIDEO
DISTRIBUTION & SHARING OPTIMIZATION
The manner in which videos are distributed and shared can be Optimizing videos is a critical function of Video Marketing that is
critical to the success of a video’s performance. This component of often overlooked by many organizations.
Video Marketing focuses heavily on the delivery and dissemination
Video optimization ensures that your video content is getting ample
of video content.
traffic from the proper audience. Basic solutions typically only allow
Basic solutions typically provide you with embed codes in order you to add your own metadata (i.e. tags, descriptions, and links) in
to share videos on your website or through other channels. These order to gain search engine visibility.
solutions also include social media widgets to make it easy for
However, more advanced platforms may offer features that
viewers to distribute videos through their own channels.
automate tagging and metadata creation, transcribe video content
As we climb the tiers, direct integration with one or more Social into text for additional searching purposes, and develop in-video
Networks becomes the norm in Standard and Comprehensive calls-to action.
solutions.
Cutting-edge features include video mapping to the sales cycle
We see this component change drastically when we reach the and the ability to create in-video calls-to action that are specific
Cutting-Edge tier with features such as custom video website to buyer personas and/or key points in the sales cycle to assist in
creation and direct video sharing within a CRM system. revenue generation.
VIDEO MARKETING DEPLOYMENT LIFECYCLE VIDEO MARKETING SOLUTION STUDY 18
VIDEO VIDEO
MONETIZATION ANALYTICS
Videos provide an array of benefits, as mentioned previously, that Metrics are an integral part of implementing any technology in
will, ultimately, increase an organization’s bottom line. order to identify and prove ROI.
However, generating revenue directly from videos has become a Even within a Basic solution, users can obtain analytics to understand
central component of Video Marketing. Basic solutions are usually the development of their Video Marketing initiative.
more focused on video performance rather than monetization.
At a Basic level, platforms offer companies the opportunity to
Comprehensive solutions help create & place ads, generate paid understand viewer activity and level of engagement as well as the
subscriptions for your channel, and engage resellers to drive overall popularity of video content.
revenue.
More advanced platforms provide users with lead-specific viewing
history and behavior mapping, analytics integration with CRM
& Marketing Automation solutions, and multi-device metrics to
understand which devices your viewers are using the most.
VIDEO MARKETING
Solution Study
Vendor solutions can and will vary within the various components,
Standard in one area and Cutting-Edge in another, so it’s important to
make sure the vendor’s strengths match your primary requirements.
Figure 2 (on the next page) highlights key functionality according to the
level of complexity of the solution on the four tiers we evaluated from
Basic to Cutting-Edge. Use this chart to determine the functionality that
is right for your organization.
FIGURE 2
Video Marketing Vendor Selection Criteria by Functionality Tier
Advanced Player Customization, Mobile Player Customization, Video Website Creation, CRM Video Sharing,
CUTTING-EDGE Video Mapping for Sales Cycle, Video Asset ROI Analytics
Live Streaming & DVR, Multi-language Player, eCommerce Management, CRM & MA Integration, Syndication &
COMPREHENSIVE Transcription, Multi-level Access, Lead-specific Viewing History & Behavior Mapping
HD Streaming & Social Network Integration, Video Encoding & Transcoding, Customizable Video
STANDARD Player, Multi-channel & Multi-device Uploading & Downloading, In-video CTAs, Ad Creation &
Placement, Video Conversion Metrics
Flash/HTML5 Uploading, Web Video Player, Playlist Creation & Tagging, Metadata Creation, Social
BASIC Media Widgets, Video & Viewer Activity Analytics
VIDEO MARKETING
Solution Study
Video Marketing
Solutions Landscape
VIDEO MARKETING SOLUTION STUDY 23
From 2006 to present day, Video Marketing solutions have emerged to 4. Video Optimization
enhance the quality of video hosting & sharing, offer support for video 5. Video Monetization
production & distribution, and optimize the monetization & performance
of video. Most solutions evolved around the growth of YouTube in order 6. Video Analytics
to enrich the overall experience.
Some vendors listed in this report may also fall into
Today, with the pervasive adoption of HTML5 coding by Video Marketing the “Niche Players” category, discussed after the main
vendors and Internet browsers, the quality of video production and categories, based on unique features they offer or specific
streaming has improved immensely. markets that they target.
With Internet users in constant pursuit of new content via social The vendors analyzed for this report have been placed
networks, blogs, and hourly Google searches, vendors in this market in Figure 3 (Page 25) based on the features/functionality
are in a race to find the next creative edge that will propel their they can provide to customers.
customers forward with the new “viral” video of the day.
VIDEO MARKETING SOLUTIONS LANDSCAPE VIDEO MARKETING SOLUTION STUDY 24
Demand Metric expects that the need and desire for video content will
continue to grow radically among Enterprises and SMBs.
As the market becomes saturated with category-specific vendors, Demand
Metric believes consumers will continue to gravitate toward vendors that
provide Comprehensive to Cutting-Edge solutions rather than focus on
investing in Niche solutions.
CRM video sharing, social sentiment and sharing analytics, video
asset to ROI metrics, and video mapping to the sales cycle are several
features that will notably change the Video Marketing spectrum in the
near future.
Demand Metric expects that Comprehensive and Cutting-Edge solutions
will continue producing new features like these to enhance their already
strong platforms further.
VIDEO MARKETING
ACTION PLAN
Follow this simple, step-by-step methodology to develop a Video Marketing plan that increases sales,
builds customer insights, and grows brand awareness.
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 28
1 Evaluate
4 Understand
VIEW RESOURCE
5 Request
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 29
1 Evaluate
6 Identify
7 Select
VIEW RESOURCE
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 30
1 Evaluate
3 Develop
Develop a solid 12-18 month plan for your Video Marketing
program with our Video Marketing Strategy Scorecard.
4 Understand
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 31
1 Evaluate
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 32
1 Evaluate
5
standard proposal for your organization.
Request
6 Identify
VIEW RESOURCE
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 33
1 Evaluate
6
send your use cases to vendor in advance of demo
Identify
define meeting length (max 1 hour) up front
don’t let vendor control the demo
7 Select
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
8 Strategize
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 34
1 Evaluate
5 Request
VIEW RESOURCE
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 35
1 Evaluate
6 Identify
VIEW RESOURCE
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 36
1 Evaluate
4 Understand
S TA R T L E A R N I N G
5 Request
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 37
1 Evaluate
3 Develop Measure and track the progress of your Video Marketing initia-
tive with our Video Marketing Metrics Dashboard.
4 Understand
VIEW RESOURCE
5 Request
6 Identify
7 Select
8 Strategize
9 Train
10 Measure
VIDEO MARKETING SOLUTION STUDY 38
Solution Study Tool-kits are designed to provide marketers with the Sales Communication
tools & templates they need to plan for an initiative in a given focus Sales Intelligence
area, analyze the vendor landscape, and select the best vendor for
Social Media Marketing
their organization.
Video Marketing
About ANA
Founded in 1910, the ANA provides leadership that advances marketing excel-
lence and shapes the future of the industry. The ANA’s membership includes
more than 1,000 companies with 15,000 brands that collectively spend or
support more than $400 billion in marketing and advertising annually. The
membership is comprised of more than 750 client-side marketers and 300
associate members, which include leading agencies, law firms, suppliers,
consultants, and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA Educa-
tional Foundation (AEF), which has the mission of enhancing the under-
standing of advertising and marketing within the academic and marketing
communities.
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STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 41
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