marketing & tech innovation conference - paul casinelli
TRANSCRIPT
The Video Marketing PlaybookGet your video marketing into shape and drive success
Paul Casinelli
Director, Product Marketing
Brightcove
©2015 Brightcove Inc1
54%of the buyer journey
is driven through digital
channels and content
©2015 Brightcove Inc2
the year 2002
TODAY
Average adult attention span?
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helps you deliver
impressive marketing results
with video
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Video is one of the most powerful
ways to drive marketing results
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The “YouTube is Good Enough” Play
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REASONS
• SEO-Focused
• It’s where the people are
• Like and share content
• It’s free!
©2015 Brightcove Inc
The “YouTube is Good Enough” Play
REASONS
• SEO-Focused
• It’s where the people are
• Like and share content
• It’s free!
CHALLENGES
• Not your branded property
• YouTube-land…
• Give up control, security, scalability, integration and support.
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The “Do It Yourself” Play
REASONS
• We have an IT department
• We know our systems the best
• We won’t have to invest a lot of
time and money in this…
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©2015 Brightcove Inc
The “Do It Yourself” Play
REASONS
• We have an IT department
• We know our systems the best
• We won’t have to invest a lot of
time and money in this…
CHALLENGES
• Clunky system with a bad experience
• You invest a lot of time and energy…
on something that is always outdated.
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Five questions to ask yourself
1. Video converting to business results?
2. Delivering great video experiences on every device?
3. Video content integrated into the web experience?
4. Video technology integrated with marketing tools?
5. Internal teams struggling with organizing and managing large video libraries?
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Drive Toward Business Results
UNDERSTAND YOUR VIDEOS
• What is engaging?
• Where can I make changes?
• What should I do next time?
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UNDERSTAND YOUR AUDIENCE
• Best-performing videos
• Most popular video landing pages
• Most popular days to publish videos
©2015 Brightcove Inc
©2015 Brightcove Inc
Delivering Results, Wherever Your Audience Is
HIGH QUALITY VIDEO IS MORE IMPORTANT THAN EVER
• 20% of total online video consumption is mobile … it will be 40% in 2018
• 32% of brands identified mobile optimization and content marketing as their main goals
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Best-of-Breed Video Experiences
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66% of consumers have more
positive view of professional platforms vs. YouTube
Control the Player experience
CREATE BRANDED VIDEO
EXPERIENCES EVERYWHERE
CREATE BRANDED VIDEO
EXPERIENCES EVERYWHERE
©2015 Brightcove Inc
Best-of-Breed Video Experiences
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• Create engaging video portals
• 100% increase in time on site
• Reduced bounce rate 12%
• Increased conversion rate
©2015 Brightcove Inc
Video Solutions Must be Team PlayersTake advantage of the power of video to strengthen
your marketing workflow.
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Help with the Long Play
THE SOLUTION MUST
SCALE AS YOU GROW
• Content management
• User management
• Strategy Resources
• Support organization to
help you at a moment’s
notice
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Video Quick Wins Playbook5 plays you should run immediately!
©2015 Brightcove Inc
Video Quick Wins Playbook
Play #1
Add video to homepage
and landing pages.
300% increase in
conversion!
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Video Quick Wins Playbook
Play #2
Track performance.
Shape marketing strategy
and effectiveness!
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Video Quick Wins Playbook
Play #3
Push videos to
social channels.
Extend reach and
build audience!
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Video Quick Wins Playbook
Play #4
Plug your video strategy
into your workflow.
Make it easy!
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Video Quick Wins Playbook
Play #5
Create a video portal plan.
Double time on site and
conversion rates!
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It’s so easy…
Within a week!
The Marketing & Technology
Innovation Summit will have one…
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Brightcove Video Marketing Suite
• Video Marketing Suite Pitch Slide
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The most comprehensive suite
of video technologies for the needs
of the modern marketer
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Video Content Management Player Experiences Global Video Delivery
Lightning Fast Encoding Social Sharing Real-time analytics
Content Protection Calls to action Technology Partner
Your Video
Content
Your Marketing
Results
Your Audience
Thank [email protected]
@PaulCasinelli
@brightcove
Visit brightcove.com/vms to
• Watch some cool videos!
• Download the ExactTarget case study
• Access video marketing resources