
--
Talent, data insights, ROI and growth all make it into the CMO's top 10 list of challenges but a question that will unsettle even the most experienced marketer is how to innovate and exceed customer expectations against the constant backdrop of new technology developments and buying behaviours. It's dynamic challenges like these that have the most profound impact on the marketing group and keep us on our toes.
Advances in technology and improvements in internet connectivity mean our target audiences are continuously influenced in different ways. No sooner that marketing discovers a winning formula, buyers move on. Let's take news consumption trends for example, where there's been a noticeable demise of the newspaper on the daily commute. The 2015 News Report, compiled by Reuters Institute confirms that while over 75% of the US public consume news via the internet and social media, just 23% read printed newspapers. These trends, albeit not as stark, are similar in Europe and Asia.
The proven' programs that got us where we are today may not serve us well in future. In fact, today's CMO has an unprecedented challenge of convincing the board that new thinking and risk-taking is smart.
Video has the potential to support CMO's evolve their strategy as it becomes more accessible and widespread. But video is complex and presents a number of challenges in its own right. Here's a few considerations for CMO's who are looking to trail-blaze with video and give their businesses an edge:
Lead the charge on being a video-centric organisation Video is not just more visual and engaging than words and pictures, it sparks emotion and breeds trust. For example, seeing first-hand how a product has transformed a business is far more believable than reading a written case study. Many companies have already placed video at the core of their sales cycle and it won't be long before we're all using virtual reality to buy houses, cars and holidays. CMO's that lead the charge in developing video-centric resources and technology now will be best placed to thrive in future.
Cut through the noise with experimentation The latest marketing tools give us valuable insights to make informed decisions although some companies have made the mistake of introducing a laser focus on ROI at the expense of creativity, ideas and innovation. Brand guidelines can also be restrictive, particularly in B2B. The more creative marketers among us will appreciate any opportunity the CMO creates to unleash the creative talent in the team. With a fail fast' methodology, experimentation doesn't haven't to be taboo and it may uncover a clear path through the competitive noise.
Nothing like a good story Buyers like to be entertained and will increasingly gravitate towards products and brands that are underpinned by a story. Good story-telling gives the product context in the real world and helps buyers imagine what it would be like to be a customer. Encourage your teams to shift from product features and benefits to think and act more like publishers.
Video - the window into your organisation Video acts like a window into your organisation, showcasing its expertise, culture and personality. People buy from people, so it's worth showcasing company executives and experts on video to help them advocate the company to wide reaching audiences.
Technology and Skills Organisations that rely entirely on production companies and contractors for their video production needn't worry about technology and resources but those looking to build or develop in-house capability also need to think a few steps ahead of the production curve. There's an acute shortage of staff that understand video in the corporate sector and an impending war for expertise in videography, audio, lighting, scripting, editing and post production. Similarly, the technology landscape is changing fast, so it will pay to think what technology will be needed in future rather than production requirements today.
On the topic of future-proofing, organisations should also consider how fast the library of content will grow and how to make the most of the content investment. If videos are stored centrally and transcribed with searchable metadata, teams will be easily able to find, access and collaborate on the materials they need.
A video strategy Video is a complex form of content that merits its own plan within the overall content or digital strategy. CMO's that are looking to shift the business or scale video will benefit from dedicating time to plan for video. Further tips on building out a video strategy can be found below.
Related posts:
5 Lessons Television Broadcasting Can Offer Corporate Video Although the television industry is still only worth $25B annually, it's been through a roller coaster ride of change in its first 90 years. Television was invented in the 1920s and became adopted in the...
6 Irrefutable Reasons Why Your Marketing Strategy Needs To Include Corporate Video Video is now the tool of choice for marketers and marketing departments from small, medium and enterprise businesses around the world. A study conducted by Nielsen claims 64% of marketers expect video to dominate their strategies in...
Top tips: Video killed the radio star but are you killing video? Video is now one of the most important pieces of IP within any major organisations, but many miss out on its potential to enhance brand messaging. In the 1980s, video killed the radio star. Three...
Streams of Consciousness: Using Video in Corporate Company Marketing Strategies Corporate marketing has finally reached the video age Everyone, it seems, is either streaming video content or believing that some time soon they really should be. In 2013, a Nielson study revealed that almost two...
-- -- --
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
19/03/2026
Test & measurement innovator, Leader Electronics of Europe, is pleased to announce the appointment of Rob Stanley as Regional Sales Manager - UK & Northern Euro...
19/03/2026
The recently announced joint venture between Accedo One and Magine Pro has been officially launched as Leyra. The new company will combine the two complementary...
19/03/2026
Budapest, Hungary, March 2026 - Demand for traditional matrix switching remains strong across live events, rental and staging markets. With a reputation for rel...
19/03/2026
DPA Microphones adds to its CORE microphone selection with the 4097 CORE Micro Shotgun, which delivers a new level of clarity, headroom and sonic transparency...
19/03/2026
Starfish Technologies will present the latest releases of its TS Splicer (Win) and TS Splicer (K8) at NAB Show 2026, together with a new Monitoring Dashboard de...
19/03/2026
Bitmovin, a leading provider of video streaming solutions, has announced that TrueVisions NOW, a leading streaming platform in Thailand, and part of the TrueVis...
19/03/2026
Harmonic (NASDAQ: HLIT) today announced significant enhancements to its XOS Advanced Media Processor that lower the cost of broadcast distribution while enablin...
19/03/2026
Cobalt Digital, the leading designer and manufacturer of award-winning signal processing products, and a founding partner in the openGear initiative has announ...
19/03/2026
Magewell a developer of innovative, high-performance video I/O and IP workflow solutions will be at the 2026 NAB Show on booth C6113. In addition to several...
19/03/2026
Triveni Digital, a trusted leader in ATSC 1.0 and ATSC 3.0 service delivery, data broadcasting and quality assurance solutions, today announced it will showcase...
19/03/2026
2026 NAB Show Exhibitor Preview
April 19 22
Las Vegas
Booth N.1328
Summary:
At the 2026 NAB Show in Las Vegas, Imagine Communications will showcase the lat...
19/03/2026
Broadcast playout leader highlights innovation and industry collaboration
Pebble, the leading automation, content management and integrated channel specialist...
19/03/2026
Tuxera, a leading provider of quality-assured file systems and networking technologies, is highlighting remarkable advances in performance at NAB Show (booth N1...
19/03/2026
Intinor will showcase several new developments to the Direkt platform at NAB 2026, including enhanced SRT monitoring, expanded HDR transport capabilities and su...
19/03/2026
Broadcasters are rebuilding live operations workflows around IP delivery as satellite and dedicated fibre distribution decline, according to new research from C...
19/03/2026
Berklee Popular Music Institute's 24th Showcase Channels '80s Prom Nosta...
19/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/03/2026
How Chris Bolte Builds the Sound of PlayStation Games Chris Bolte '16 is a technical sound designer at Sucker Punch Productions, where he helps create the...
19/03/2026
Other Voices presents a legendary night of music as Foo Fighters bring their stadium anthems to St James' Church, An Daingean. The surprise performance teas...
19/03/2026
***Issued by RT on behalf of RTS Ireland Awards / Gradaim RTS 2026...
19/03/2026
It's a double feature on GFN Thursday. This week, GeForce NOW offers smoother sights in virtual reality (VR) and a sprawling new land to conquer.
Streaming...
18/03/2026
Newly named chief product officer (CPO), Larissa G rner Meeus will return to Net Insight on May 4.
Larissa G rner Meeus will become CPO of Net Insight on May 4...
18/03/2026
SVG Europe's The Football Summit 2026 explored how the sports broadcasting i...
18/03/2026
The 2026 NAB Show kicks off one month from today and SVG is once again set to cover the show from every angle. SVG's SportsTech@NAB Show Blog is now live - ...
18/03/2026
(L-R) The cast and crew of Dead Lover at The Ray Theater for its premiere at the 2025 Sundance Film Festival. (Photo by Robin Marshall/Shutterstock for Sundan...
18/03/2026
Yamaha C7 captured in Nashville
Wiltone Productions have announced the release of Music Row Piano, a deeply sampled Yamaha C7 piano library that's been ...
18/03/2026
Bass-enhancement plug-in upgraded
Along with a steady stream of new releases, Techivation have recently been revisiting some of the older plug-ins in their ...
18/03/2026
Mix-reference plug-in overhauled
iZotope's powerful mix-referencing plug-in has just reached its third major version, and now boasts a new capture proce...
18/03/2026
Latest EZKeys 2 expansion arrives
Toontrack's staggering collection of EZKeys 2 expansions has grown once again, and the latest instalment delivers a on...
18/03/2026
Jess Ho explores the politics of food in new SBS Audio podcast For The Culture
18 March, 2026
Media releases
New SBS Audio podcast For The Culture, hosted ...
18/03/2026
Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz...
18/03/2026
London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...
18/03/2026
SMPTE Unveils 2026 NAB Show Educational Presentations
Brie Clayton March 18, 2026
0 Comments
SMPTE , the home of media professionals, technologists, a...
18/03/2026
Auditel Ad Campaign Shot on Blackmagic PYXIS 12K
Brie Clayton March 18, 2026
0 Comments
LED wall virtual production blends 12K open gate acquisition w...
18/03/2026
Brainstorm transforms productivity and sustainability with Suite 7 at NAB Show 2...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...