FIGARODIGITAL.CO.UK
DAVID MENDELS, CEO AT BRIGHTCOVE
Marketing in Motion
Q&A
From analytics to authentic content, David Mendels, CEO at Brightcove, discusses the future of video marketing
How do you see new technology impacting on video marketing tactics, and what are the implications for brands? DAVID MENDELS: First, let me take a step back. Video may sound like old news but it’s only just coming into its own as a marketing tool. Remember, video has really only been on the net since 2003, which is when it was added to Flash and you could play it in a webpage without downloading a player. Back then most brands just wanted to put their TV commercials on the homepage. They knew video was good because they’d had 70 years of buying TV ads. But they had no strategy for video on the web and there was no science behind it. That’s really changed in the last four or five years, which means brands can get the right content to the right person at the right point in the buying cycle. Often buyers don’t talk to salespeople until the end of that cycle. Content, of course, is how you influence buyers, but in the past content marketing systems didn’t have a concept of video. This was something that really changed how we think at Brightcove, because you don’t want video in a separate silo. You want it integrated with your automation tools. We’re spending a lot more time now
building tools that aren’t just about video, but which use video to generate awareness using SEO and which increase conversions with calls to action. That’s a huge change. We’re seeing customers going from using a bit of video here and there to really thinking about it as part of a sophisticated strategy.
Are there any other developments in this field which you see as significant? DM: Snapchat, I think, is one of the most exciting things out there at the moment, and this really speaks to the way media is evolving.
When I was a kid in high school, MTV
was just starting and it was a really big deal when, say, Madonna premiered a new video there. This year Madonna
premiered the video for Living for Love on Snapchat’s Discover tab, which at that point had only been active for about a week. Snapchat hadn’t done any sort of branded media before. That really tells you something about the way audiences are changing and how you reach people. What Snapchat are doing very effectively is tying that in with creative advertising which brands can sponsor. This isn’t just pre-roll advertising: they’re selling new marketing opportunities to brands. A few months ago Snapchat wasn’t even a player. Now it’s one of the highest volume deliverers of video in the world. My point is, if a CMO wants to get out there and influence the influencers, they’ve got to be where those people are.
Technology is one side of the coin. But content must be authentic if anyone’s going to pay attention. Is that something brands are getting to grips with? DM: I agree. Content has to be authentic. But you can’t just make something authentic. You might have a great copywriter or PR team, but if they don’t have actual knowledge or experience of your space, you can’t just declare them to be the authentic voice of your brand. At Brightcove, all that knowledge is
spread throughout the company. It’s not just in the marketing team. One of the things we’re trying to do is get our engineers, our solution architects – the people who live and breathe the product space which our customers occupy - to generate our content. Authentic content only comes from authentic people. So start with the people.
brightcove.com
comes from authentic people. So start with the people
44 issue 24 may 2015 Authentic content only INTERVIEW BY JON FORTGANG
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