THE FUTURE OFVIDEO MARKETING

BY MICHAEL LITT

VIDYARD PRESENTS:

As marketers experiment and advance with video, i’ve noticed there’s a wide spectrum of activity and progress.

"The future is already here – it’s just not evenly distributed.”"The future is already here – it’s just not evenly distributed.”

2020 2030 2045 2046 2058

As William Gibson said,

While not everyone is advancing at the same rate based on priorities, budgets, and other factors, eventually video will be ubiquitous.

Based on what I see happening with top brands, here’s my TOP 10 predictions forthe future of video marketing:

The media evolution looks something like this:

Print Radio Television Internet Online Video

THE FUTURE OF INTERNET

IS VIDEO

As Brent Weinstein, Head of Digital Media

at United Talent Agency tells Forbes,

Source: Forbes: Future of Content: The Power of Video by Lori Kozlowski

“Online video today is what T.V. was a couple of years after it came onto the scene.”

“Online video today is what T.V. was a couple of years after it came onto the scene.”

T.V. was understood to be different from film in

that it was episodic.

It took decades for T.V. to gain respect as a medium,

but Weinstein thinks digital will experience a much

faster adoption.

Everyone’s now familiar with the episodic content

and consumption patterns dictate that, as millennials

use YouTube to find quickly consumable information,

online video will take over.

B2B marketers will want to have a video

presence to take advantage of this shift

toward episodic, entertaining, helpful,

and concise brand content.

Which leads me to my next point…

2

Don’t believe me? Just look at brands like Red Bull,

Salesforce, and the Home Depot.

The way they have used video on their websites and

YouTube position them to appear like media companies.

Their site looks like a news outlet with stories and app experiences.

RED BULL DOESN’T

LOOK LIKE THEY SELL

AN ENERGY DRINK…

Salesforce is becoming a media company

with the content on their website. ��

This B2B giant has a dedicated

space for event videos and a

strong YouTube presence

with over

710 videos

34,600 subscribers.

and

With over 43,000 subscribers and hundreds of videos, the Home Depot have created an awesome video experience. �

Google “how to install a toilet” and see what happens…

They’ve established themselves as a how-to expert and are boosting their SEO.

From Vine to Instagram, your employees have access to video tools and you’ll want to make sure they have some sort of media training or understanding of what content you want. associated with your brand.

3

Every employee is becoming a content producer

Large companies are hiring leaders to take ownership of the video experience.

Their job is to shape the media experience, provide a strategy based on current trends, and

be accountable for the ROI on video assets.

#4. Every company will employ a Director or VP of Video Strategy

Forget heavy text-based assets. Moving forward your content producers will be writing concise scripts for persuasive video assets to provide to sales. ��Sales will have tools to share video in new ways and they’ll need video addressing every part of the buying cycle.

#5. Sales teams will rely on video as a resource

#6. The press release will become a video!

When you think about the purpose of a press release:

To inform the media of an event To educate the press about your business, and To gain publicity based on interest

Concise, compelling videos just make sense to get your news picked up!

Just as most companies communicate their value with an explainer video, in the near future,

every company will use video in their press releases to brief the media in a convincing,

engaging way.

Want to inform a conference crowd you’ll be at a major industry event?

Send a personalized video message as part of a an email campaign!

These types of video invitations and campaigns will become commonplace.

#7. Event campaigns will center around video assetS

Set-top boxes are bringing the Internet to the living room.

Gen Y’ers don’t buy cable or satellite subscriptions.

They rely on YouTube and the Internet.

A well placed video campaign will find your customers as

YouTube takes them down the rabbit hole from the comfort of

their couch.

#8. Marketers will reach customers in their living rooms

The banner ad…it’s dead. Contextually relevant/earned media is king.

And soon you’ll be able to have your videos appear as recommended content.

#9. Your video content will find your prospectS

If you’ve ever read a Forrester report and the associated, suggested content seems really relevant, you know what I’m talking about.

Our company is working with major brands to get video to appear in the recommended listings based on metadata and relevance. (optimized thumbnail and all!)

#10. Video viewing data will be integrated across the organization (MAP, CRM,

Support, etc.)Big data is a focus for many organizations, and now that it’s here to stay, the next step is to make it more detailed and accurate.

Video can help you do just that.

Based on the analytics available, we’re able to tell what videos attract individual prospects and customers, the content they are watching, and what they are not watching.

This info will be integrated across the organization to marketing & sales automation platforms, service and support clouds, Engineering, and R&D.

You’ll consolidate your video marketing data with your MAP & CRM to:

Score your leads based on viewing history Send automated, relevant and personalized follow up to the most qualified leads, and Gain increased insight into customer behaviour for more contextual conversations with clients

As you can see, video is presenting some massive opportunities for brands.

Let me know what you think of my predictions and make a few of your own with a comment!

Also, feel free to get in touch– I love chatting about video marketing!

Michael LittCEO & Co-founder of VidyardMichael@vidyard.com

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