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

Andrew.Moravick@Aberdeen.com

@Amoravick

https://www.linkedin.com/in/andrewmoravick

Andrew.Moravick@Aberdeen.com

@Amoravick

https://www.linkedin.com/in/andrewmoravick