Sophie Rayers
Director of Marketing, EMEA & LATAM at Brightcove
VIDEO
5
The true marketing skill is creating video experiences that engage visitors, inform
them, compel them to take action, and contribute to the visitor developing a high brand perception of your company. This is where the needs of businesses depart vastly from the needs of the everyday video-maker who posts cat videos on social websites. An example of an with an email that entices a traveller Clicking the image leads to a landing page that features a curated overview of the trip (from the email thumbnail), tour guide introductions and user generated content. The landing page also contains a written itinerary, pricing, customer quotes and photos. And prominent on the page is a selection of call-to-action buttons for requesting further information or signing up for the trip. That is a video-rich experience.
5 STRATEGIC VIDEO PRACTICES
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Marketing automation allows marketers to go beyond personas and
create individual portraits of users based on preferences and activities. However, marketing automation platforms have one blind spot - video. It’s critical to integrate your video and marketing automation platform to use video’s rich metrics to better inform your marketing - leading to better lead generation and nurture tracks, and ultimately to conversion and retention of customers.
7
Interactive video helps marketers create one-to- one online conversations
with their prospects and customers. Interactivity allows viewers to choose content paths, take related quizzes and discover related content of interest. The result of interactive video is two-fold. First, marketers gain the data-driven insight to serve compelling content to the viewer. Secondly, content is relevant to them and create a better online experience.
8
We think of personalisation as data-driven lead nurturing that allows marketers to
send hyper-relevant content, generating high response rates. Marketers can personalise many areas of marketing, including video. Rather than sending out blasts of anonymous the content gleaned from marketing automation and interactive experiences, and send personalised content. One area where our customers are creating personalised viewing experiences is on their video portals. Some are creating sites for particular targets. Others are combining video and web personal- videos on their portal based on an individual viewer’s onsite activity.
your site is combine compelling video storytelling with branded customer experiences
The most important thing you can do on
73 annual sourc e guide 2016
9
Account-based marketing (ABM) is a practice that moves marketers from
marketing to a vertical or demographic in broad strokes, to very high-touch interactions. These interactions fast-track prospects to conversion, retain customers over time and ensure that marketing and sales align from awareness to conversion to advocacy. The one-to-one conversations marketers have with prospects is greatly identifying the individual through marketing automation and interactivity, then delivering the right information via interactivity and personalisation, and coalesces in ABM activities enriched by serving rich video assets that move the recipient through the customer journey.
10
At Brightcove we have been focused on melding the live experience with
other forms of community engagement to create a special digital experience. Our Gallery Live product was designed for the three stages of live event video marketing. Pre-event viewers can see promotional videos, social media around the event, and take various suggested actions. During the event, the live video is surrounded by real-time social engagements. Post-event, viewers are able to view video on demand, review content on the page, and click links to related calls-to-action.
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