Video Management and Marketing

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Feb 23, 2015
Posted By: Mike Verrell Archive: February

The Value of Video as a Marketing Tool

The use of video as a marketing tool is growing rapidly. Telling a brand story is easier with video. It provides a richer experience and enables the creator to convey more personality and feeling by using emotive sounds or music, and can often convey more information than can be provided by stills. Video makes it easier for people to understand and engage with your brand, products or services. From product promotion, to education, to lifestyle videos, the opportunities are endless, and companies are finding new and innovative approaches to interacting with their intended audience.

With the high availability of WIFI and the number of devices used by people at different points in the day, the ability to consume video-based marketing content has increased dramatically, whether through social media, websites or applications. Research shows that it can be used to increase open rates and click-through rates in content marketing campaigns.

Create More Engaging Content

Second screening, or multi-screen engagement, is on the increase, as well. If you’re not familiar with that expression, look around you when you are watching the TV with the family. Chances are that some of them will be sitting there with another device in their hand engaging with different content at the same time as watching TV. You may witness them watching an advert or another video whilst you are trying to watch your favourite TV programme. It can be annoying, but it’s becoming par for the course, and increases the pressure on marketers to ensure the content they create cuts through all the noise – again, a compelling reason to choose video as a more disruptive medium.

Maximize the Value of Your Content

Video production can be expensive, and it’s therefore critical that marketers maximise the ROI from the video content they produce. Part of realising this efficiency is through effective management of content throughout the content lifecycle, starting from the creative production process, metadata management and archiving, through to the delivery to either users or downstream delivery systems. ROI can be increased by reducing the time taken to get approved content into the repository, effective cataloguing of video, reduction in asset duplication across the organisation (creation costs and storage costs), providing localised content, and by being able to transform and utilise this content in a multi/omni-channel environment.

If you want further information about managing your video based marketing content please feel free to contact me or another member of the North Plains team


Mike Verrell

Pre Sales Manager




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