Video Marketing Solution Study

1. Video Marketing Solution Study Video Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Kristen Maida, Senior Research Analyst With: Phi Schmidt, Senior Research Analyst and Clare Price, VP Research June 2014

2. 3 4 6 7 11 13 Executive Summary What is Video Marketing? Benefits of Video Marketing Video Marketing Deployment Lifecycle Vendor Selection Criteria Video Marketing Solutions Landscape 21 22 23 Analyst Bottom Line About the Research Analysts Our Solution Study Methodology 17 19 Video Marketing Maturity Model Action Plan Table of Contents 24 About Demand Metric 3 4 6 7 11 13 Executive Summary What is Video Marketing? Benefits of Video Marketing Video Marketing Deployment Lifecycle Vendor Selection Criteria Video Marketing Solutions Landscape 21 22 23 Analyst Bottom Line About the Research Analysts Our Solution Study Methodology 17 19 Video Marketing Maturity Model Action Plan Table of Contents 24 About Demand Metric

3. EXECUTIVE SUMMARY 3© 2014 Demand Metric Research Corporation. All Rights Reserved. It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed 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). In our Digital Marketing Solution Study Series, we examine ten digital marketing components and offer independent reports for six of these. In this report, we will focus on the growing practice area of Video Marketing and cover the following sections:  A Definition of Video Marketing  The Benefits of Video Marketing  Video Marketing Deployment Lifecycle  Vendor Selection Criteria  Video Marketing Solutions Landscape  Video Marketing Maturity Model  Action Plan & Toolkit Video Marketing: Insights, Landscape & Vendor Analysis EXECUTIVE SUMMARY 3© 2014 Demand Metric Research Corporation. All Rights Reserved. It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed 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). In our Digital Marketing Solution Study Series, we examine ten digital marketing components and offer independent reports for six of these. In this report, we will focus on the growing practice area of Video Marketing and cover the following sections:  A Definition of Video Marketing  The Benefits of Video Marketing  Video Marketing Deployment Lifecycle  Vendor Selection Criteria  Video Marketing Solutions Landscape  Video Marketing Maturity Model  Action Plan & Toolkit Video Marketing: Insights, Landscape & Vendor Analysis

4. 4 At Demand Metric, we define Video Marketing as 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. Businesses utilize videos to provide information, education, advice and/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 & monetization and program analysis. The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads. WHAT IS VIDEO MARKETING? Video Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. 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. Learn more about Demand Metric’s approach to Video Marketing and how it supports Content Marketing with our Video Marketing Plan Methodology and our How-To Guide: Enhancing Content with Video Marketing. 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 Framework (Figure 2). 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. 4 At Demand Metric, we define Video Marketing as 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. Businesses utilize videos to provide information, education, advice and/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 & monetization and program analysis. The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads. WHAT IS VIDEO MARKETING? Video Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. 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. Learn more about Demand Metric’s approach to Video Marketing and how it supports Content Marketing with our Video Marketing Plan Methodology and our How-To Guide: Enhancing Content with Video Marketing. 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 Framework (Figure 2). 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.

5. TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate WCM Mobile Development Platforms Video Production Platforms Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Profile Management Customer Support, Twitter Survey & Social Channels Figure 2: Digital Marketing Framework Video Marketing: Insights, Landscape & Vendor Analysis TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate WCM Mobile Development Platforms Video Production Platforms Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Profile Management Customer Support, Twitter Survey & Social Channels Figure 2: Digital Marketing Framework Video Marketing: Insights, Landscape & Vendor Analysis

6. 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:  Augments 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.  Provides 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 Media networks.  Increases 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.  Produces 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 that allows them to connect personally with clients.  Generates Engaged and Qualified Leads – When video content is strategically planned, produced and distributed for a particular audience, it is more likely to generate prospects that are invested in your message. One-minute of relevant, engaging video content can be very powerful to the right audience and increase the likelihood of a viewer following a call-to-action.  Enhances Brand Identity – Gaining an audience for your videos, will improve viewers’ connection between your brand and the message you are providing in the video. For this reason, it is important to create a clear, relevant story that highlights the most appealing attributes of your organization. BENEFITS OF VIDEO MARKETING Video Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. 6 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:  Augments 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.  Provides 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 Media networks.  Increases 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.  Produces 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 that allows them to connect personally with clients.  Generates Engaged and Qualified Leads – When video content is strategically planned, produced and distributed for a particular audience, it is more likely to generate prospects that are invested in your message. One-minute of relevant, engaging video content can be very powerful to the right audience and increase the likelihood of a viewer following a call-to-action.  Enhances Brand Identity – Gaining an audience for your videos, will improve viewers’ connection between your brand and the message you are providing in the video. For this reason, it is important to create a clear, relevant story that highlights the most appealing attributes of your organization. BENEFITS OF VIDEO MARKETING Video Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. 6

7.  Improves SEO Efforts – According to Demand Metric’s Chief Analyst, Jerry Rackley, “Marketers should keep in mind that search engines will index properly tagged videos very well, and they often include an attention-grabbing thumbnail pane in the search results page.” Consequently, the more videos your program produces, the higher your SEO rankings will become.  Creates Revenue – Some organizations choose to make their videos fee-based, which would certainly provide more revenue, if presented properly. However, even organizations that open video content to everyone should expect a hike in revenue due to the other projected benefits listed above. A strategic plan for the production and distribution of a video marketing program will, eventually, help generate revenue. Complete Demand Metric’s Video Marketing Strategy Scorecard to include these key benefits as the ultimate goals and objectives for your Video Marketing program. © 2014 Demand Metric Research Corporation. All Rights Reserved. 6 Video Marketing: Insights, Landscape & Vendor Analysis Download Figure 1: Video Marketing Strategy Scorecard  Improves SEO Efforts – According to Demand Metric’s Chief Analyst, Jerry Rackley, “Marketers should keep in mind that search engines will index properly tagged videos very well, and they often include an attention-grabbing thumbnail pane in the search results page.” Consequently, the more videos your program produces, the higher your SEO rankings will become.  Creates Revenue – Some organizations choose to make their videos fee-based, which would certainly provide more revenue, if presented properly. However, even organizations that open video content to everyone should expect a hike in revenue due to the other projected benefits listed above. A strategic plan for the production and distribution of a video marketing program will, eventually, help generate revenue. Complete Demand Metric’s Video Marketing Strategy Scorecard to include these key benefits as the ultimate goals and objectives for your Video Marketing program. © 2014 Demand Metric Research Corporation. All Rights Reserved. 6 Video Marketing: Insights, Landscape & Vendor Analysis Download Figure 1: Video Marketing Strategy Scorecard

8. ABOUT THE RESEARCH ANALYSTS Kristen Maida, Senior Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Phi Schmidt, Senior Research Analyst – Demand Metric Phi R. Schmidt has an award-winning background in music, sound and visual effects, and draws upon his experience working on feature films such as '300', and commercial clients like 'Ford' and 'Toyota'. Phi is an expert in video production and online marketing, and is a Senior Research Analyst at Demand Metric. Video Marketing: Insights, Landscape & Vendor Analysis Clare Price, VP Research– Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. ABOUT THE RESEARCH ANALYSTS Kristen Maida, Senior Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Phi Schmidt, Senior Research Analyst – Demand Metric Phi R. Schmidt has an award-winning background in music, sound and visual effects, and draws upon his experience working on feature films such as '300', and commercial clients like 'Ford' and 'Toyota'. Phi is an expert in video production and online marketing, and is a Senior Research Analyst at Demand Metric. Video Marketing: Insights, Landscape & Vendor Analysis Clare Price, VP Research– Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing.

9. OUR SOLUTION STUDY METHODOLOGY © 2014 Demand Metric Research Corporation. All Rights Reserved. 23 The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Digital Marketing series includes Solution Studies on:  Social Media Marketing  Mobile Marketing  Content Marketing We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.  Video Marketing  Public Relations Video Marketing: Insights, Landscape & Vendor Analysis OUR SOLUTION STUDY METHODOLOGY © 2014 Demand Metric Research Corporation. All Rights Reserved. 23 The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Digital Marketing series includes Solution Studies on:  Social Media Marketing  Mobile Marketing  Content Marketing We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.  Video Marketing  Public Relations Video Marketing: Insights, Landscape & Vendor Analysis

10. . © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this report, become a Demand Metric member today!