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MORE THAN A MEDIUM: THE CASE FOR A VIDEO MARKETING STRATEGY
DECEMBER, 2015
Andrew Moravick, Senior Research Associate Marketing Effectiveness & Strategy Dana Fugate, Director of Content, Brightcove
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AGENDA
I. IntroductionsII. The Best-in-Class mindset for marketing with
videoIII. How and what to measure to deliver ROIIV. Where to spend and where to save for video
initiativesV. Tools, technologies, and tactics to optimize
successVI. Questions
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ANDREW MORAVICK
Senior Research Associate, Marketing Effectiveness & Strategy
Background:
Industry Experience:• Content Marketing Manager & Editorial Director of CMO Essentials,
Aberdeen Group• Demand Gen Marketing Manager, Harte Hanks• Social Media Specialist, SnapApp• Marketing Manager, PUMA International• Marketing Coordinator, Eloqua
Education and Published Research:• Lead Scoring: The Fundamentals & Factors in Best-in-Class
Programs, Aberdeen Group, December 2014• The Nature of Lead Nurturing: The 4 Pillars of Effective Programs,
Aberdeen Group, December 2014• Research on Net Promoter Scores published in, Smart Business is
Social Business, July 2011 by Michael Brito• Bachelors in English from Saint Joseph’s College of Maine
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DANA FUGATE
Director of Content, Brightcove
Background:
Industry Experience:• Director of Integrated Multimedia, Apollo Education Group• Video Strategy Group Manager, Sun Microsystems• Executive Producer of Executive Communications, Sun
Microsystems• Film and Video Producer
Education/Qualifications:• Bachelors in Communication and Film/Photography, The Ohio State
University
Photo here
ABERDEEN RESEARCH METHODOLOGY
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ABERDEEN MATURITY CLASS FRAMEWORKDEFINING THE BEST-IN-CLASS
Selected Performance Criteria (KPI)
Organizational Goals
Employee Performance
Bench Strength
Total Respondents
- Top 20%
- Middle 50%
- Bottom 30%Respondents are scored individually across KPI
Best-in-Class
Industry Average
Laggard
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ABERDEEN’S RESEARCH METHODOLOGYPACE: END-USER INVESTIGATION
PRESSURES ACTIONS CAPABILITIES ENABLERS
External and internal forces that impact an organization’s market
position, competitiveness, or
business operations.
The strategic approaches that an organization takes in response to industry pressures.
The business capabilities (organizational, process, knowledge management etc.) required to execute
corporate strategy.
The key technology solutions required to
support the organization’s business
practices.
What is causing organizations to think
differently?
What strategies are they using to respond
to pressures?
Why are they achieving greater success?
What technologies and services are enabling
them to succeed?
!
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WHY ARE YOU CONSIDERING MARKETING WITH VIDEO?
“Videos are so in right now…”
“Video is the bee’s knees for kids these days…”
“By the year 2525, (if mankind is still alive)
everything on the internet will be in video form…”
“Because…”
Image source: http://www.thatcutesite.com/uploads/2011/09/cat_watching_kitten_nyan_cat.jpg
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WRONG!
“Videos are so in right now…”
“Video is the bee’s knees for kids these days…”
“By the year 2525, (if mankind is still alive)
everything on the internet will be in video form…”
“Because…”
Image source: http://www.thatcutesite.com/uploads/2011/09/cat_watching_kitten_nyan_cat.jpg
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WHY SHOULD YOU CONSIDER MARKETING WITH VIDEO?
Because your marketing efforts need to support:
Customer interactions and retention
Sales enablement
Thought leadership
Brand awareness and credibility
Lead generation / customer acquisition
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WHY SHOULD YOU CONSIDER MARKETING WITH VIDEO?
Because your marketing efforts need to support:
Source: Aberdeen Group, April 2015n= 162
Customer interactions and retention
Sales enablement
Thought leadership
Brand awareness and credibility
Lead generation / customer acquisition
65%
71%
79%
80%
85%
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Video is not a bright shiny new object to play with; it’s a tool to be used strategically.
USING VIDEO EFFECTIVELY IN THE WILD
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VIDEO & THE CUSTOMER JOURNEY
Customers are using video throughout the customer journey with measurable results
– Awareness: SEO or social shares– Engagement: email click-thrus, LP conversions– Conversion: purchase, revenue– Retention: further exchanges– Advocacy: UGC and EGC, shares
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VIDEO FOR AWARENESSJanssen is a personal health pharmaceutical company, a part of Johnson & Johnson.
GOALCreate awareness and brand integrity via rich content video for increased SEO.
SOLUTIONCreated non-Janssen branded microsites that gave factual information on particular health issues, using known personalities and experts in that area.
RESULTSTop ranked in Google search results for IBD recipes and other related searches when live.
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VIDEO FOR CONVERSIONMichael Hill is a multinational jewelry retailer
GoalIncrease conversion on e-commerce site
SolutionCreate shoppable videos, where consumers buy products directly from within the video by selecting products shown on screen
Results (within 4 months)• 85 percent increase in site visits• 97 percent increase in mobile traffic• 500 percent increase in transactions• 290 percent increase in sales
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VIDEO FOR CONVERSIONStarwood is an international hotel and resort company with 9 distinct global brands including W, Westin, Aloft, St. Regis, and Sheraton.
GOALIncrease conversion rates and prove ROI of content.
SOLUTIONCreated a separate portal and set of video content for each brand. Placed site-specific video next to order module.
RESULTS• 2x bookings • 2x revenue
DELIVERING VIDEO MARKETING ROI
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DO MARKETERS USING VIDEO DELIVER HIGHER RETURNS?[SPOILER ALERT: THEY DO]
Source: Aberdeen Group, April 2015n= 162
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HOW DO MARKETERS USING VIDEO HIT THEIR ROI GOALS?
• Do you have a linear path from video, to conversion, to revenue?
• Do you have an objective where video is intended to move the needle?
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THE LINEAR PATH TO ROI FROM VIDEO MARKETING:
Viewed video
Converted & tracked
Purchase made Value of sale(s)
Production cost
Hosting / tech cost
Personnel time costs
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THE LINEAR PATH TO ROI FROM VIDEO MARKETING:
Source: Aberdeen Group, April 2015n= 162
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THE OBJECTIVE-SPECIFIC PATH TO ROI FROM VIDEO MARKETING
Defined marketing objective for video
effort
Objective’s impact on your marketing /
sales process
Unknown visitor to marketing response
Marketing response to marketing qualified lead (MQL)
MQL to sales actioned lead (SAL)
SAL to sales opportunity
Opportunity to closed
-won
deal
Value of improved funnel
performance
Production cost
Hosting / tech cost
Personnel time costs
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OBJECTIVE-SPECIFIC ROI IN ACTION
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VIDEO FOR ENGAGEMENTWiley is a global publishing company (Dummies series)
GOALFast-track self-qualified prospects to conversion via recorded webinar case studies.
SOLUTIONEmails and banners drive to landing page with gated video. Video tied into both Eloqua and Salesforce. If video viewed 50%, prospect goes to nurture. If video viewed 100% it generates new lead in CRM & Sales contacts prospect.
RESULTSIn under a month, video generated $75k+ into sales pipeline.
WHERE TO SPEND AND WHERE TO SAVE FOR VIDEO INITIATIVES
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In the case of marketing with video, “if you don’t use it, you lose it,” is a healthy rule to live by.
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VIDEO MARKETING PLATFORMS KEEP YOUR VIDEOS FROM COLLECTING COBWEBS:
Source: Aberdeen Group, October 2015n= 223
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WHERE TO SPEND AND WHERE TO SAVE IN VIDEO CREATION
When to Save:• When “doing it
yourself shows what you can do.
• For real-time, or fast personal responses
• On simple “how-to,” help, or FAQ videos
• When it’s aboutpeople overproduction.
When to Spend:• When a polished 1st
impression matters
• For immersive, impactful experiences
• On tent-pole topics thatare critical to buyers
• When standing out requires you to be outstanding
Wiggle Room:• Longtail content
• Inbound marketing
• Content marketing
• Lead gen
• Thought leadership
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AUDIENCE & CONTEXT MATTER
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AUDIENCE & CONTEXT MATTER
TOOLS, TECHNOLOGIES & TACTICS TO OPTIMIZE SUCCESS
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TOP TECHNOLOGIES FOR MARKETING WITH VIDEO:
Marketing automation platform (MAP)
Social engagement platform (scheduling, posting, measurement, monitoring)
Content management system (CMS)
Customer relationship management system (CRM)
Web analytics
-30% 0% 30% 60% 90%
27%
32%
30%
55%
59%
53%
57%
59%
69%
83%
Video Users Non-Users
Percentage reportedSource: Aberdeen Group, April 2015n= 162
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TRACKING IS A TENET OF EFFECTIVELY MARKETING WITH VIDEO
Track clicks and down-loads for specific con-
tent assets
Track content campaign performance
Track lead sources to specific content assets
0%
40%
80% 74%
59%52%
43%
25%19%
Video Users Video Non-Users
Perc
enta
ge re
port
ed
Source: Aberdeen Group, April 2015n= 162
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STREAMLINED VIDEO TECH = IT JUST WORKS
OVP
MAP
CRM
CMS
Analytics
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KEY TAKEAWAYS:
• Approach video with an intent to serve defined, measurable marketing objectives.
• Ensure video marketing efforts can be connected to revenue or marketing ROI.
• Don’t lose your humanity in the technology; use video and marketing tech to amplify your creativity and align it to what’s right for your audience!
QUESTIONS?
For more information on this and other topics, please visit aberdeen.com
@Amoravick
https://www.linkedin.com/in/andrewmoravick
@Amoravick
https://www.linkedin.com/in/andrewmoravick