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.
BENEFITS OF VIDEO MARKETING
Generating 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.
Creating 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.
VIDEO MARKETING SOLUTION STUDY 13
Improving 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.
Enhancing 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.
VIEW RESOURCE
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 14

VIDEO MARKETING
Solution Study

Video Marketing
Deployment Lifecycle
 VIDEO MARKETING SOLUTION STUDY 15

Video Marketing Deployment Lifecycle

Stages of Deployment FIGURE 1
Video Marketing Deployment Lifecycle
Video Marketing is comprised of six core components within the vendor
landscape, which are Video Hosting & Streaming, Content Management,
Distribution & Sharing, Optimization, Monetization, and Analytics.

Figure 1 illustrates the interaction of these components.

6
Video
Analytics 1
Video Hosting
& Streaming

5 Video Marketing
Video
Monetization Deployment
Lifecycle 2
Video Content
Management

4
Video
Optimization 3
Video Distribution
& Sharing
VIDEO MARKETING DEPLOYMENT LIFECYCLE
VIDEO
HOSTING & STREAMING
The video hosting & streaming component of Video Marketing
platforms centers around the capacity of solutions to upload,
download, view, and process video files.
Basic solutions allow users to easily upload, download, and view
video files with both Flash and HTML5 coding.
More advanced solutions offer functionality to stream live and
HD videos, upload/download videos from multiple channels and
devices, and the ability to customize video players.
Cutting-edge vendors offer advanced encoding services to
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 SOLUTION STUDY 16
VIDEO
CONTENT MANAGEMENT
Video content management involves all of the activities that support
the storage, organization, and modification of video content.
Basic solutions provide users with access to a video library of all
uploads with the option to create metadata (i.e. tags, descriptions,
and links) and add videos to playlists for a rudimentary organization
of video content.
Comprehensive solutions include features such as metadata
categorization for easy searching, and enhanced optimization and
multi-level access controls to enable different levels of access for
multiple user accounts.
VIDEO MARKETING DEPLOYMENT LIFECYCLE
VIDEO
DISTRIBUTION & SHARING
The manner in which videos are distributed and shared can be
critical to the success of a video’s performance. This component of
Video Marketing focuses heavily on the delivery and dissemination
of video content.
Basic solutions typically provide you with embed codes in order
to share videos on your website or through other channels. These
solutions also include social media widgets to make it easy for
viewers to distribute videos through their own channels.
As we climb the tiers, direct integration with one or more Social
Networks becomes the norm in Standard and Comprehensive
solutions.
We see this component change drastically when we reach the
Cutting-Edge tier with features such as custom video website
creation and direct video sharing within a CRM system.
VIDEO MARKETING SOLUTION STUDY 17
VIDEO
OPTIMIZATION
Optimizing videos is a critical function of Video Marketing that is
often overlooked by many organizations.
Video optimization ensures that your video content is getting ample
traffic from the proper audience. Basic solutions typically only allow
you to add your own metadata (i.e. tags, descriptions, and links) in
order to gain search engine visibility.
However, more advanced platforms may offer features that
automate tagging and metadata creation, transcribe video content
into text for additional searching purposes, and develop in-video
calls-to action.
Cutting-edge features include video mapping to the sales cycle
and the ability to create in-video calls-to action that are specific
to buyer personas and/or key points in the sales cycle to assist in
revenue generation.
VIDEO MARKETING DEPLOYMENT LIFECYCLE
VIDEO
MONETIZATION
Videos provide an array of benefits, as mentioned previously, that
will, ultimately, increase an organization’s bottom line.
However, generating revenue directly from videos has become a
central component of Video Marketing. Basic solutions are usually
more focused on video performance rather than monetization.
Comprehensive solutions help create & place ads, generate paid
subscriptions for your channel, and engage resellers to drive
revenue.
VIDEO MARKETING SOLUTION STUDY 18
VIDEO
ANALYTICS
Metrics are an integral part of implementing any technology in
order to identify and prove ROI.
Even within a Basic solution, users can obtain analytics to understand
the development of their Video Marketing initiative.
At a Basic level, platforms offer companies the opportunity to
understand viewer activity and level of engagement as well as the
overall popularity of video content.
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.
On the Cutting-Edge end of the spectrum, customers are able to get
deep insights into the social sharing activities of viewers, monitor
video performance in real-time, and measure the ROI of each video
asset they produce.
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 19

VIDEO MARKETING
Solution Study

Vendor Selection Criteria

 VIDEO MARKETING SOLUTION STUDY 20

Vendor Selection Criteria

We recommend that organizations evaluate vendors in the Video
Marketing solution space based on the six key components reviewed
in the Video Marketing Deployment Lifecycle section of this report.

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.

Demand Metric’s Video Marketing Vendor Evaluation allows

you to compare and contrast several vendors at one time at each VIEW RESOURCE
level of functionality.
VENDOR SELECTION CRITERIA VIDEO MARKETING SOLUTION STUDY 21

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 Production Services, eLearning & Training, Specific Industry/Market

NICHE SOLUTION FEATURES Experience, Cutting-Edge Features
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 22

VIDEO MARKETING
Solution Study

Video Marketing
Solutions Landscape
 VIDEO MARKETING SOLUTION STUDY 23

Video Marketing Solutions Landscape

History
Over the past several years, the Video Marketing technology space has Playing Field
grown exponentially.
Vendors across the Video Marketing Landscape fall into
While video production and distribution is not a novel concept, the four main tiers based on their functionality in the following
rapid evolution of this market began with the launch of YouTube in six categories:
2005. Through the use of Flash player for uploading and creating videos,
1. Video Hosting & Streaming
YouTube gained a widespread following worldwide, which allowed
organizations/brands the opportunity to promote products/services on a 2. Video Content Management
larger scale. Google’s purchase of YouTube in 2006 allowed for an even
greater, global expansion of video. 3. Video Distribution & Sharing

From 2006 to present day, Video Marketing solutions have emerged to
enhance the quality of video hosting & sharing, offer support for video
production & distribution, and optimize the monetization & performance
of video. Most solutions evolved around the growth of YouTube in order
to enrich the overall experience.
Today, with the pervasive adoption of HTML5 coding by Video Marketing
vendors and Internet browsers, the quality of video production and
streaming has improved immensely.
With Internet users in constant pursuit of new content via social
networks, blogs, and hourly Google searches, vendors in this market
are in a race to find the next creative edge that will propel their
customers forward with the new “viral” video of the day.
4. Video Optimization
5. Video Monetization
6. Video Analytics
Some vendors listed in this report may also fall into
the “Niche Players” category, discussed after the main
categories, based on unique features they offer or specific
markets that they target.
The vendors analyzed for this report have been placed
in Figure 3 (Page 25) based on the features/functionality
they can provide to customers.
VIDEO MARKETING SOLUTIONS LANDSCAPE VIDEO MARKETING SOLUTION STUDY 24

The four main tiers of Video Marketing are: Niche

Basic – These solutions offer an elementary solution to Video The niche players in the Video Marketing arena are vendors that fall into
Marketing. While they include features in each of the six components of the Basic, Standard, and Comprehensive tiers; however, they offer products/
our Video Marketing Deployment Lifecycle (Figure 1), the functionality services that include one or two unique features and/or target their product(s)/
does little to enhance a video’s quality and optimize its performance. service(s) to specific market segments.
Many organizations will use these platforms in combination with an
Vendors in this category are Invodo (offer video production services), Ooyala
advanced solution to propel a video’s virality. The most notable of
(target digital TV channels), Pixability (provide social sentiment and sharing
these is YouTube and Vimeo (Basic).
analysis), tubular (target agencies & MCNs), uStudio (CRM Video Sharing
Standard – A standard Video Marketing platform improves upon the and video website creation), and Vidcaster (focus on eLearning and training).
Basic functionality. These platforms provide users with features that
enrich your overall Video Marketing program, such as in-video calls-to-
action, video player customization, and options for increasing revenue
streams from video content. Standard solutions may have room for
growth in two or more categories. The solutions in this tier are Invodo,
JW Player, Pixability, tubular, uStudio, Vimeo PRO, Viddler, and vzaar.
Comprehensive – These platforms offer solid, complete solutions
for all six of the Video Marketing categories. Each of these platforms
can easily manage and monitor an entire Video Marketing program
on its own. Vendors in this tier include Ooyala, RAMP, SproutVideo,
Vidcaster, and Wistia.
Cutting-Edge – To be included in this tier, vendors must offer a
Comprehensive solution as well as provide features/functionality that will
change the face of Video Marketing in the future. Some Cutting-Edge
features include customizable video sites, CRM video sharing, and video
asset ROI analytics. These solutions are Brightcove and Vidyard.
VIDEO MARKETING SOLUTIONS LANDSCAPE VIDEO MARKETING SOLUTION STUDY 25

Evolution of the Landscape

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.

Download Demand Metric’s Video Marketing Vendors Matrix to

evaluate key vendors in the Video Marketing space based on
VIEW RESOURCE
target industries, offerings, key features, unique strengths, and
current customers.
 VIDEO MARKETING SOLUTION STUDY 26

Analyst Bottom Line

As the demand for video as a source of content continues to
grow, organizations must ensure that their Video Marketing
program is implemented properly, streamlined for growth, and
optimized for success.

In order to do so, companies should, at a minimum, contemplate

the benefits that a Video Marketing platform can provide in order
to successfully manage, monitor, support, and maximize their
video efforts.

As discussed in this report, video is a very powerful resource that

can impact almost every aspect of a business. Likewise, if imple-
mented and managed properly, Video Marketing solutions can be
effective tools for increasing the potency and value of videos.

Companies searching for new ways to deliver their message and

increase brand recognition, as well as organizations looking to
improve the success of their current video marketing program’s
performance, should consider researching and implementing a
Video Marketing platform.
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 27

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

2 Review Evaluate Your Video Marketing Maturity

3 Develop Utilize our Video Marketing Maturity Assessment to evaluate

your current systems and initiatives for Video Marketing.

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

Understand The Roles Required For World

2 Review
Class Digital Marketing
3 Develop
Evaluate the organizational impact of making the change from
your current systems and processes to a Video Marketing
4 Understand
platform.

Use our Digital Marketing Roles Matrix to review the company

5 Request roles, responsibilities, processes, and technology that may be
impacted by the change.

6 Identify

7 Select
VIEW RESOURCE

8 Strategize

9 Train

10  Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 30

1 Evaluate

2 Review Build a Video Marketing Plan You Can

Share With Stakeholders

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

2 Review Discover and Research Key Video Marketing

Vendors
3 Develop
Review our Video Marketing Vendors Matrix to learn about

4 Understand the key vendors/platforms in the Video Marketing space, and to

understand which vendors may work best for your organization.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 32

1 Evaluate

2 Review Obtain Proposals From Your Short List of

Video Marketing Vendors
3 Develop
Request proposals from potential vendors to gather informa-
tion on products/services.
4 Understand
Use our Video Marketing System RFP Template to create a

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

2 Review Learn More About Your Potential Vendors’

Product and/or Service
3 Develop
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
4 Understand
personal view of their solutions.

Follow these best practices:

5 Request
prioritize your requirements and use cases

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

2 Review Find the Best Fit by Evaluating Vendors Using

Selection Criteria
3 Develop
Evaluate your top 3-4 vendors our Video Marketing Vendor
Evaluation in order to help you make the best platform selec-
4 Understand
tion for your organization and its needs.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 35

1 Evaluate

2 Review Follow Proven Best Practices to Video

Marketing Success
3 Develop
Develop an implementation strategy and communication plan
to roll-out the initiative across the organization and through
4 Understand
your channels.

Use our Video Marketing Playbook to create your plan.

5 Request

6 Identify
VIEW RESOURCE
7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN VIDEO MARKETING SOLUTION STUDY 36

1 Evaluate

2 Review Train Your Team About Video Marketing

3 Develop Develop an education/training plan for all affected personnel:

marketing, product development, operations, and sales.

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

2 Review Track Key Video Marketing Metrics

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

Our Solution Study Methodology

The Modern Marketing landscape is an ever changing, ever evolving Our Digital Marketing report series includes Solution Studies on:
environment in which new strategies, technologies, vendors, and
Content Marketing
products appear continually.
Configure, Price, Quote (CPQ)
Demand Metric Solution Studies provide marketers with a focus
on a specific technology solution set or focus area so that they are Customer Relationship Management (CRM)
armed with the knowledge, information, and tools they need to Email Marketing
develop effective strategies and action plans for their organizations.
Enablement Knowledge Management
Each Solution Study involves hours of analyst research, draws infor- Marketing Automation
mation from interviews with vendor executives and established
Mobile Marketing
vendor clients for a specific technology solution, and is usually
accompanied by a mini Tool-kit of practical resources. Public Relations

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

The ANA (Association of National Advertisers) makes a difference for indi-

viduals, brands, and the industry by driving growth, advancing the interests
of marketers and promoting and protecting the well-being of the marketing
community.

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.
 About Demand Metric

Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and

build Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our 1,000+
time-saving tools & resources have become the industry standard. Don’t
start from scratch! LEARN MORE
Sign up for a free trial at www.demandmetric.com
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES VIDEO MARKETING SOLUTION STUDY 41

© Demand Metric Research Corporation.

All Rights Reserved.

www.demandmetric.com

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