VIDEO

MARKETING
Solution Study

Insights, Landscape, & Vendor Analysis

 VIDEO MARKETING
Solution Study

Table of Contents

1 Executive Summary 03

2 What is Video Marketing? 05

3 Video Marketing Maturity Model 08

4 Benefits of Video Marketing 11

5 Video Marketing Deployment Lifecycle 14

6 Vendor Selection Criteria 19

7 Video Marketing Solutions Landscape 22

8 Analyst Bottom Line 26

Action Plan 27

Our Solution Study Methodology 38

About 39
 VIDEO MARKETING
Solution Study

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

In our Digital Marketing Solution Study Series, we examine five compo-

nents of Digital Marketing. Video Marketing
In this report, we will focus on the growing practice area of Video Marketing. Deployment Lifecycle

Vendor Selection Criteria

Video Marketing
Solutions Landscape

Action Plan
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 5

VIDEO MARKETING
Solution Study

What is Video Marketing?

 VIDEO MARKETING SOLUTION STUDY 6

What is Video Marketing?

Businesses utilize videos to provide information, education, advice, and/ Demand Metric defines Video Marketing as:
or entertainment to their target audience.

These videos include a powerful combination of elements – audio, cast/
speaker(s), images, graphics, and text – that are exceptionally appealing
and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including
program planning, the alignment of target audience & video content,
video production, content distribution, video optimization & monetiza-
tion, and program analysis.
The main goals of a Video Marketing program are to develop brand
awareness, provide attention-grabbing content for clients & prospects,
and generate qualified, captivated leads.
Inherently, video is a form of content used to enhance the overall
customer experience.
While the demand for video among Internet users has created the need
for a specialized Video Marketing focus, it remains part of the broader
Content Marketing practice area.
The strategies, processes, and technologies employed
by an organization to generate interest in their brand,
company, and products through the use of relevant,
engaging video content.
Role in Digital Marketing
Stemming from the larger umbrella of Content Marketing, Video
Marketing has become an integral part of the overall digital experience.
Video Marketing’s role in the digital landscape can be seen in our Digital
Marketing Roles Matrix on the next page.
Video Marketing processes and technologies are used primarily by
Content Marketing. However, several other roles contribute to video
content, including Strategic Communications, Demand Generation,
Community, Social Media, and Customer Experience.

Learn more about Demand Metric’s approach to Video Marketing and

how it supports Content Marketing with our Video Marketing Playbook VIEW RESOURCE
and our How-To Guide: Enhancing Content with Video Marketing.
 DIGITAL MARKETING
ROLES RESPONSIBILITIES
Revenue Accountability
Senior
Staffing & Channel Management
Management
Reporting to CEO/Board
Brand Strategy Digital
Strategic
Marketing Strategy Social
Communications
Mobile Marketing Strategy
Lead Generation & Events
Demand
Inbound/Outbound Marketing
Generation
Sales Opportunity Management
Web Content Management
Content
Content Marketing
Marketing Content Distribution
Online Community Management
Community &
Social Listening
Social Media
Social Engagement
External Communications
Public Relations Media Relations
Analyst Relations
New Product Development Product Launch
Product
Mobile App Development Product Positioning
Marketing Video Production/Development Competitive Analysis
Interactive Experience
Customer
Customer Satisfaction
Experience Customer Advocacy
Roles Matrix
PROCESSES TECHNOLOGY CONTENT METRICS
Budgeting & Planning WCM Thought Leadership Blog Revenue by Channel
Reviews & Coaching Marketing Automation Webinar Presentations Customer Lifetime Value, NPS
Conference Keynotes Return on Customer (ROC)
Recruitment & Retention CRM
Marketing Budget WCM Data Sheets, Whitepapers Market Share, Profitability
Agency Management Content Marketing Platforms Case Studies/Testimonials Brand Equity
Communications Management Social Media Platforms Competitive Analysis Content Usage
Advertising/Sponsorship Marketing Automation/Email Advertising/SEO Campaign ROI, Email Metrics
Lead Generation Digital Asset Management Email Campaigns Marketing Qualified Leads
Event/Survey Management Contribution to Pipeline
Tradeshows Webinars
Content Creation WCM, Blogging Platforms, MA Website and Blogs Content Views, Links Earned
Campaign Analysis Content Mktg & Distribution eBooks, Articles Content Conversion
Video Marketing Platforms Content Published
Content Scoring Videos
Community Development WCM Posts, Tweets, Photos User Engagement
Social Channel Management Social Media Platforms Forums, Chats, Comments Sentiment Analysis
Social Reputation Management Social Channels & Networks
Articles, Community News Campaign ROI
Influencer Identification Media Contact Database News Content/Press Releases Mentions/Impressions
Relationship Cultivation News Distribution & Monitoring Thought Leadership Content Audience Growth & Engagement
Content Creation/Distribution Analytics & Reporting Rich Social Media Content Sentiment Analysis
WCM New Features/Ideas for R&D Avg. Revenue Per User
Mobile Development Platforms Gamification Avg. Order Value
Video Production Platforms Competitive Analysis Conversion Rate, Renewal Rate
Customer Experience Customer Profile Management Buyer Personas Customer Satisfaction Index
Customer Journey Mapping Customer Support, Twitter Customer Journey Map Customer Lifetime Value
Customer Persona Creation Survey & Social Channels Proposals, Presentations Net Promoter Score (NPS)

Video Marketing Maturity Model
As our Video Marketing Maturity Model (pages 9-10) illustrates, organizations
moving from a lack of experience with Video Marketing to those which fully
embrace it must consider eight key components. These are:
Orientation: The posture the organization takes toward the discipline of
Video Marketing and its importance to the organization for marketing,
sales, and revenue generation.
Leadership: The view of executive/senior management toward the role
Video Marketing plays in driving sales, revenue, and profits; its inherent
value to the company.
Budget & Staff: How well Video Marketing is resourced with time, talent,
tools, money, and authority.
Development Focus: How in-depth the focus of development for Video
Marketing is within the organization.
Content Management: How well the organization manages video content.
Customer Engagement: How well the organization engages with
customers using video content.
Monetization: How well video content is able to produce a return-on-in-
vestment (ROI).
Metrics: How Video Marketing initiatives and campaigns are tracked,
measured, managed, and reported.
VIDEO MARKETING SOLUTION STUDY 8
Our Maturity Model shows the progression of an organization from Stage 1
(Undefined) to Stage 4 (World Class) that is characterized by the following
best practices:
Level of Commitment
The strength of the commitment and the focus on excellence in Vid-
eo Marketing initiatives and campaigns drives other best practices.
Planning
Video Marketers create strategies, goals, and KPIs for every
point of their Video Marketing effort.
Processes
Video Marketers develop measurable processes for each
phase to ensure progress and success.
Resources
World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.
Management
World Class companies effectively manage the change, progress,
and results of Video Marketing efforts.
Demand Metric’s Video Marketing Maturity Model can be used in combi-
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

Views video as strategic function;

Views video as new marketing oppor-
Skeptical of value of Video Marketing; Long-term commitment; Willing Fully funds; Organization
Leadership Does not use
tunity; Experimenting; Willing to fund
participant; Resources for growth integrates rich media content
test projects
(social, mobile, video)

Budget with business case to justify Budget connected to video goals;

Budget & No budget exists; Spending & Budget allocated; Defined roles &
spend; Dedicated internal point person Organization aligned for maximum
Staff staffing are ad hoc responsibilities for Video Marketing
for Video Marketing social impact

Focuses on hosting & streaming

Focus on video hosting & streaming;
Development
Uses basic functions to upload, down-
Focus load, view and process video files
Expects hosting, sharing, and manage- Expects all stages of Deployment Life-
and video distribution & sharing
ment capabilities; Focuses on developing cycle are working properly; Focuses on
capabilities; Uses content management
& basic analytics to improve marketing
optimization, monetization, and deeper Enterprise-level integrations & analytics
analytics for video success for sales cycle optimization
activities
 VIDEO MARKETING
Maturity Model
Video
Marketing STAGE 1 - Undefined
Video library available with options
Content to create metadata; Videos can be
Management added to playlists for a rudimentary
organization of video content
Engages users on a basic level
through free video apps, channels,
Customer
and Social Media networks; No
Engagement strategy in place for utilizing video to
engage customers
Focused on video performance; Video
Monetization revenue is not a priority
Tracks viewer activity and level of
Metrics engagement as well as the overall popu-
larity of video content
Want to rate your organization’s Video Marketing maturity with an
interactive tool? Download our Video Marketing Maturity Assessment
and get started today!
STAGE 2 - Progressive
Platform features such as in-video
calls-to-action and video player
customization, enhance a Video
Marketing program
Has aligned video initiatives with
customer engagement; Established
buyer personas; Actively pursuing
ways to better use video for customers
Focused on video performance;
Generating revenue on videos is an
afterthought and occurs sporadically
Analytics to monitor and track video
performance and conversions; May be
tracking usage on multiple devices
STAGE 3 - Mature
Platform enriches program; Features
include multi-level access controls,
enhanced optimization, and metadata
categorization for easy searching
Uses platform and analytics to engage
users; Platform is integrated with other
systems to share analytics among
departments for customer interaction
Focused on monetization; Has a
platform and processes in place to
generate revenue from videos
Video analytics integrated with CRM
& MA systems to provide lead-specific
viewing history and behaviors for the
sales cycle
VIEW RESOURCE
STAGE 4 - World-Class
Comprehensive solution for video
management and optimization; Moni-
tors and manages video campaigns;
Tracks content usage on all devices
Platform is aligned and optimized with
customer engagement activities; Video
content matches buyer personas &
touchpoints in the sales cycle
Platform in place that provides full
monetization through ad creation &
placement, video channel subscrip-
tions, and reseller engagement
Analytics provide social sentiment
analysis, real-time performance
tracking, and data on the ROI of
each video asset
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 11

VIDEO MARKETING
Solution Study

Benefits of
Video Marketing

Benefits of Video Marketing
As discussed earlier, videos are a powerful combination of elements. When implemented properly, these elements work together to produce a wide array of
benefits for any organization, including:
Enhancing Content Marketing Initiatives
Video falls under the unified umbrella of Content Marketing.
Although Video Marketing has taken on its own persona,
ultimately, it supplements content initiatives with a highly
effective medium.
Providing Collateral for Social Media Marketing
Once videos have been produced, they are powerful tools
that should be shared on all of an organization’s Social
Media channels.
Video has become one of the most highly shared content
formats on the Internet, especially on Social Networks.
VIDEO MARKETING SOLUTION STUDY 12
Increasing User Engagement
By choosing to “play” a video, a viewer is already showing
interest in your product/service.
With video, viewers have the option of actively choosing
content rather than just passively receiving content via
email, ads, etc.
Producing Realistic Customer Experiences
For those organizations that have little in-person
contact with their clients, video provides a platform for
organizations to show the faces of the organization and
personalize communication to specific buyer segments.
In comparison to other content formats, video content
allows organizations to gain a manufactured face-to-face
interaction to connect personally with clients.
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