Marketing’s Video Revolution

How Integrated Video Will Be The Difference Maker For Marketers

How does video figure into your owned content plan?

If that answer isn’t definitive, your brand won’t be able to compete. By 2017, 70% of consumer Internet traffic will be in the form of video. As I always like to ask around the office, “How much of that 70% do we want to be?”

Video has long been seen as a specialty in marketing, and the moment someone thinks to include video as part of the marketing mix for a project, the knee-jerk reaction is, “Hire it out.” Especially in companies with enormous resources.

Upcoming trends in digital video and owned content.

Upcoming trends in digital video and owned content.

However, when production costs for every one-off video project begin to pile up, it becomes very clear that the old model of “just hire it out” isn’t going to be sustainable in the owned content era of marketing.

To overcome this, as part of the former Trustworthy Computing Communications team at Microsoft, I designed a low-budget video production service, operating out of a studio that was once a storage closet. There were numerous myths to bust, the first among them being that video had to be expensive to be good. Once we overcame this, and demonstrated the value of integrating video into owned content strategy, the effectiveness was undeniable.

• Between 80-100 videos produced each year, at cost-per-video of $1,500.

• Video on-site production expanded across the United States, and into Europe and Australia.

• Video turn-around time closed to as little as three hours from start to finish, thanks to optimized processes.

• Better alignment between core messages and video productions.

• Improved cross-promotion between platforms of video, blogs, and social media.

• For the first time, completely consistent branding elements across all video communication.

How exactly we were able to do this? Well, I couldn’t be selling you on the value of video if I didn’t include a video in this post. Get the full details from my May 31 presentation at West Virginia University’s Integrate Conference below. JG Initial Mark_15x15

Joe Gura is a marketing communications strategist, and has a Master of Science degree in Integrated Marketing Communications from West Virginia University. Connect with Joe on LinkedIn or follow Joe on Twitter: @joegura

About joegura

I’m a technology marketer with a deep track record for success running B2B and B2C global campaigns and initiatives across large enterprises. With expertise that spans all facets of traditional marketing, I specialize in optimizing and connecting companies and customers via next-generation tactics such as digital, social, and content marketing.
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