Sony Pixel Power calrec Sony

Video: the Key to Staying Ahead of Buying Behaviour ...

29/10/2015

--

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...

-- -- --
LINK: http://aframe.com/blog/2015/10/video-the-key-to-staying-ahead-of-buyin...
See more stories from aframe

Most recent headlines

01/05/2023

Predicting 2023: Simon shares his thoughts with AAM

Our Chief Executive Simon Redlich was recently invited by Alliance for Audited Media (AAM) to share his views on what 2023 might hold. Read what Simon and other...

06/02/2023

UKTV Ventures partners with StoryTerrace

6th February 2023 - Award-winning broadcaster UKTV has today announced it has invested in the UKs leading biography-writing service, StoryTerrace, using its mul...

06/02/2023

Minari, Mississippi Masala Among Films Celebrating February Anniversaries

Steven Yeun and Yeri Han star in Minari....

06/02/2023

SGL Carbon: Moody's rating upgrade

SGL Carbon SEs corporate family rating was raised from B3 to B2 by the renowned rating agency Moodys Investors Services . The rating of the guaranteed senior s...

06/02/2023

Intimate and Epic

Set in the West African kingdom of Dahomey in the year 1823, director Gina Prince-Bythewood's feature The Woman King focuses on the historically inspired bu...

06/02/2023

Hiltron to Show Latest-Generation HMAM LEO Motorised Satcom Flyaway at GovSatCom 2023

Accompanying image shows the front and rear of a Hiltron HMAM LEO configuration ...

06/02/2023

Last Cut Media Consolidates Storage and Media Management with EditShare

Last Cut Media Consolidates Storage and Media Management with EditShare Major UAE post house builds foundation for continuing expansion Boston, MA, February 6...

06/02/2023

Digigram is flying to India!

Xavier Allanic and Samuel Defour, from Digigram will be at the BES india exhibition with our partners Technomedia and Airwaves Systems. We are looking forware...

06/02/2023

Blackmagic Fusion Tutorial: Sine Visualiser Part Two

Blackmagic Fusion Tutorial: Sine Visualiser Part Two Brie Clayton February 6, 2023 0 Comments In this second part we'll take a look a making our ba...

06/02/2023

How The Finish Line Delivered Post on Netflix's I Am A Killer

How The Finish Line Delivered Post on Netflix's I Am A Killer Brie Clayton February 6, 2023 0 Comments Behind the edit, grade, and HDR delivery of ...

06/02/2023

Media First Launches ONNJ Streaming Channel

FAIRFIELD, N.J. The Media First Group has launched a new local streaming TV channel, On New Jersey (ONNJ), a New Jersey-based channel featuring news, talk, and ...

06/02/2023

Veset Acquired by PLAY Japan

RIGA & TOKYO Veset has announced it has been acquired by the Japanese media technology company, PLAY, Inc....

06/02/2023

Render farm management system, AI-driven facial veiling tech among Sci-Tech Oscar winners

The annual awards recognise inventors and engineers who have advanced the art an...

06/02/2023

Digital Camera Systems unveils first wireless lens encoder for virtual production

The LDT-V2 streams lens data directly to the media player, enabling freedom of m...

06/02/2023

Playout company Veset sold to PLAY Japan

The two companies have worked together for a number of years, with PLAY integrating Veset Nimbus into its own KRONOS cloud playout service for the Japanese mark...

06/02/2023

Meet the solution architect

WorldCasts Cyrus Uible explains the importance of an agile mindset in the media tech industry; and why you shouldnt be afraid to make mistakes By Jenny Priestl...

06/02/2023

That Station Turns 5! Tickets on Sale Now for May Celebration Concert

That Station is turning 5 and wants to celebrate with you! Join us on Friday, May 12, at the Lincoln Theatre in downtown Raleigh for an incredible show with Th...

06/02/2023

VEON announces ratio change under its American Depositary Receipt (ADR) program

Amsterdam, Netherlands, 6 February 2023 07:00 CET: VEON Ltd. (NASDAQ, Euronext Amsterdam: VEON) ( VEON or the Company ), a global digital operator that provid...

06/02/2023

Telos Alliance to Exhibit at 2023 NAB Show with Solutions Focus

Telos Alliance to Exhibit at 2023 NAB Show with Solutions Focus Search Las Vegas, Nevada (Las Vegas Convention Center, West Hall booth #W3766 on April 16-1...

06/02/2023

SVG Sports Production 2023 Yearbook Now Available Read Today!

SVG Sports Production 2023 Yearbook Now Available Read Today! By SVG Staff Monday, February 6, 2023 - 10:01 am Print This Story | Subscribe Story High...

06/02/2023

Join Us! Win Back Your Life 12-Step Meetings Held Tuesdays/Fridays, 10 a.m. ET on Zoom

Join Us! Win Back Your Life 12-Step Meetings Held Tuesdays/Fridays, 10 a.m. ET o...

06/02/2023

PGA TOUR Set to Launch New Website to Accompany Recently Relaunched Mobile App

PGA TOUR Set to Launch New Website to Accompany Recently Relaunched Mobile App Clean, minimalist design makes the players - and data - the stars By Brandon Cos...

06/02/2023

2023 MeSH now available in MEDLINE on STNext

Effective December 29, 2022, the 2023 version of MeSH is now available to STNext customers. Use MeSH to find the most up-to-date biomedical terminology for incl...

06/02/2023

January 2023 Update to Emtree(R) Now Available in Embase(R)

The latest version of the Emtree thesaurus launched in Embase on STNext in late January 2023. Emtree is a critical resource for the most updated terminology in ...

06/02/2023

Schneider Electric deepens its relationship with Warburtons

Home News & Press Releases Spokespeople Assets Blog Contact us Schneider Electric deepens its relationship with Warburtons London, UK 06/02/...

06/02/2023

30/01/2023

SBS Arabic24, a dedicated DAB+ digital radio station broadcasting and streaming Australian and global news and current affairs, entertainment and music 24/7 in ...

06/02/2023

Highly-Anticipated Crime Thriller Copycat Killer' to Premiere Worldwide on March 31

Back to All News Highly-Anticipated Crime Thriller Copycat Killer' to Prem...

06/02/2023

Online Cinegy Webinar Get Your Kicks on Route 22

This event will be running two different time slots on Tuesday 7th February: 09:30 AM 10:15 AM CET (08:30 AM 09:15 AM GMT) 04:00 PM 04:45 PM CET (03...

06/02/2023

Banijay Hires Head of M&A

Content powerhouse, Banijay, today confirms it is scaling up its central leadership team with the appointment of St phane Pr fol as Head of M&A. The role, which...

06/02/2023

Last Cut Media consolidates storage and media management with EditShare

EditShare , the technology leader that enables storytellers to create and manage collaborative media workflows, has implemented a comprehensive storage and medi...

06/02/2023

Hiltron to Show Latest-Generation HMAM LEO Motorised Satcom Flyaway at GovSatCom 2023

Hiltron Communications has chosen the upcoming GovSatCom 2023 in Luxembourg at w...

06/02/2023

Prism Sound Appoints Golden Age Music As Its Distributor In Sweden and Denmark

Prism Sound is delighted to announce that Golden Age Music has joined its roster of international distributors by taking on responsibility for the company's...

06/02/2023

Marshall All-Weather Cameras Help NYYC American Magic Train for the 37th Americas Cup

With its inaugural race dating back over 170 years, the America's Cup is the...

06/02/2023

Radio Television Dominicana Invests in Ikegami UHK-X700 4K-Native Camera Systems

CERTV, State Radio & Television Corporation of the Dominican Republic, has chosen Ikegami cameras for use at its headquarters in Santo Domingo. Four complete UH...

06/02/2023

WATCH: House of Zwide - Tonight's teaser E146 S2

WATCH: House of Zwide - Tonight's teaser E146 S2Don't miss out on what's happening on tonight's episode of House of Zwide and Catch the latest e...

06/02/2023

WATCH: Scandal - Tonight's teaser E222 S14

WATCH: Scandal - Tonight's teaser E222 S14Get to know what's happening on tonight's episode!. Scandal episodes airs on e.tv Mondays to Fridays at 19...

06/02/2023

WATCH: Imbewu - The Seed, tonight's teaser E212 S5

WATCH: Imbewu - The Seed, tonight's teaser E212 S5Catch up on what's going on to night on Imbewu. Episodes of Imbewu air on e.tv from Mondays to Fridays...

06/02/2023

Rohde & Schwarz invests around EUR 60 million in center for cutting-edge technology in Memmingen

Rohde & Schwarz invests around EUR 60 million in center for cutting-edge technol...

06/02/2023

Veset Acquired by PLAY Japan

Companies Focus on Digital Transformation and Improving Value to Viewers Veset has announced it has been acquired by leading Japanese media technology company,...

06/02/2023

Prison journalism: Programming in Pennsylvania prisons gave this lifer purpose

Prison journalism: Programming in Pennsylvania prisons gave this lifer purposeJeffrey Shockley is a writer serving a life sentence in the State Correctional Ins...

06/02/2023

Ex-All Blacks star Williams at centre of transphobic' Twitter storm

Ex-All Blacks star Williams at centre of transphobic' Twitter stormFormer All Blacks star Sonny Bill Williams has ignited a storm of controversy after a so...

06/02/2023

Grammy Awards 2023: Beyonc reigns supreme; list of key winners

Grammy Awards 2023: Beyonc reigns supreme; list of key winnersBeyonc won a record-breaking 32nd Grammy Award, while Harry Styles danced off' with Album o...

06/02/2023

Good riddance': South Africans react to Idols SA' cancellation

Good riddance': South Africans react to Idols SA' cancellationSouth Africans are not surprised that DStv has cancelled reality singing competition Ido...

06/02/2023

Grammy Awards: Trevor Noah and Prince Harry's frost-bitten penis'

Grammy Awards: Trevor Noah and Prince Harry's frost-bitten penis'No-one spared: At the 65th annual Grammy Awards, host Trevor Noah, took aim at the Duk...

06/02/2023

Finland takes major step towards protecting trans rights

Finland takes major step towards protecting trans rightsFinland removes the requirement for trans people to be sterilised and obtain a psychiatric diagnosis f...

06/02/2023

Idols SA' cancelled: Every winner of the show to date

Idols SA' cancelled: Every winner of the show to dateThe long-running singing reality competition show Idols SA is coming to an end with this year's Sea...

06/02/2023

Host with the most: Trevor Noah's hilarious Grammys jokes [watch]

Host with the most: Trevor Noah's hilarious Grammys jokes [watch]From Prince Harry's manhood to his mom Patricia's advice, SA comedian Trevor Noah h...

06/02/2023

Way of Water' makes way for horror film to top Box Office

Way of Water' makes way for horror film to top Box Office Avatar: The Way of Water finally made room this weekend for a new leader in North American theate...

06/02/2023

BOOK QUIZ: 2023's most anticipated books - WIN R500 vouchers!

BOOK QUIZ: 2023's most anticipated books - WIN R500 vouchers!Do you know what books have been tipped to be 2023's biggest releases? Take our quiz to win...

06/02/2023

Actor Khaya Dladla scores Our Perfect Wedding' gig

Actor Khaya Dladla scores Our Perfect Wedding' gigFormer Uzalo' star and House of Zwide' actor Khaya Dladla has announced that he's the lates...