Webinar with Aberdeen and Brightcove presented by Andrew Moravick from Aberdeen and Dana Fugate from Brightcove.

1. 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

2. 2
AGENDA
I. Introductions
II. The Best-in-Class mindset for marketing with
video
III. How and what to measure to deliver ROI
IV. Where to spend and where to save for video
initiatives
V. Tools, technologies, and tactics to optimize
success
VI. Questions

3. 3
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

4. 4
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

5. ABERDEEN RESEARCH
METHODOLOGY

6. 6
ABERDEEN MATURITY CLASS FRAMEWORK
DEFINING 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

7. 7
ABERDEEN’S RESEARCH METHODOLOGY
PACE: 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?
!

8. 8
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

9. 9
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

10. 10
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

11. 11
WHY SHOULD YOU CONSIDER
MARKETING WITH VIDEO?
Because your marketing efforts need to
support:
Source: Aberdeen Group, April 2015
n= 162
65%
71%
79%
80%
85%
Customer interactions and
retention
Sales enablement
Thought leadership
Brand awareness and credibility
Lead generation / customer
acquisition

12. 12
Video is not a bright shiny new
object to play with; it’s a tool to
be used strategically.

13. USING VIDEO EFFECTIVELY IN THE
WILD

14. 14
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

15. 15
VIDEO FOR AWARENESS
Janssen is a personal health pharmaceutical
company, a part of Johnson & Johnson.
GOAL
Create awareness and brand integrity via rich
content video for increased SEO.
SOLUTION
Created non-Janssen branded microsites that gave
factual information on particular health issues, using
known personalities and experts in that area.
RESULTS
Top ranked in Google search results for IBD recipes
and other related searches when live.

16. 16
VIDEO FOR CONVERSION
Michael Hill is a multinational jewelry retailer
Goal
Increase conversion on e-commerce site
Solution
Create 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

17. 17
VIDEO FOR CONVERSION
Starwood is an international hotel and resort
company with 9 distinct global brands including W,
Westin, Aloft, St. Regis, and Sheraton.
GOAL
Increase conversion rates and prove ROI of
content.
SOLUTION
Created a separate portal and set of video content
for each brand. Placed site-specific video next to
order module.
RESULTS
• 2x bookings
• 2x revenue

18. DELIVERING VIDEO MARKETING
ROI

19. 19
DO MARKETERS USING VIDEO
DELIVER HIGHER RETURNS?
[SPOILER ALERT: THEY DO]
Source: Aberdeen Group, April 2015
n= 162

20. 20
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?

21. 21
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

22. 22
THE LINEAR PATH TO ROI FROM VIDEO
MARKETING:
Source: Aberdeen Group, April 2015
n= 162

23. 23
THE OBJECTIVE-SPECIFIC PATH TO
ROI FROM VIDEO MARKETING
Value of
improved funnel
performance

24. 24
OBJECTIVE-SPECIFIC ROI IN ACTION

25. 25
VIDEO FOR ENGAGEMENT
Wiley is a global publishing company (Dummies series)
GOAL
Fast-track self-qualified prospects to conversion via
recorded webinar case studies.
SOLUTION
Emails 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.
RESULTS
In under a month, video generated $75k+ into sales
pipeline.

26. WHERE TO SPEND AND WHERE TO
SAVE FOR VIDEO INITIATIVES

27. 27
In the case of marketing with
video, “if you don’t use it, you
lose it,” is a healthy rule to live
by.

28. 28
VIDEO MARKETING PLATFORMS KEEP YOUR
VIDEOS FROM COLLECTING COBWEBS:
Source: Aberdeen Group, October 2015
n= 223

29. 29
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 about
people over
production.
When to
Spend:
• When a polished 1st
impression matters
• For immersive,
impactful experiences
• On tent-pole topics
that
are critical to buyers
• When standing
out requires you
to be
outstanding
Wiggle Room:
• Longtail content
• Inbound
marketing
• Content
marketing
• Lead gen
• Thought
leadership

30. 30
AUDIENCE & CONTEXT MATTER

31. 31
AUDIENCE & CONTEXT MATTER

32. TOOLS, TECHNOLOGIES & TACTICS
TO OPTIMIZE SUCCESS

33. 33
TOP TECHNOLOGIES FOR MARKETING
WITH VIDEO:
27%
32%
30%
55%
59%
53%
57%
59%
69%
83%
0% 30% 60% 90%
Marketing automation platform (MAP)
Social engagement platform (scheduling,
posting, measurement, monitoring)
Content management system (CMS)
Customer relationship management
system (CRM)
Web analytics
Percentage reported
Video Users Non-Users
Source: Aberdeen Group, April 2015
n= 162

34. 34
TRACKING IS A TENET OF
EFFECTIVELY MARKETING WITH VIDEO
74%
59%
52%
43%
25%
19%
0%
40%
80%
Track clicks and
downloads for specific
content assets
Track content campaign
performance
Track lead sources to
specific content assets
Video Users Video Non-Users
Percentagereported
Source: Aberdeen Group, April 2015
n= 162

35. 35
STREAMLINED VIDEO TECH =
IT JUST WORKS
OVP
MAP
CRM
CMS
Analytics

36. 36
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!

37. 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