--
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 ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
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...
12/05/2026
Beyond the Hype: A Strategic Post-Hoc Analysis of NAB 2026 If NAB Show 2026 had an underlying theme, it was a quiet, industry-wide pivot from the high-energy sp...
12/05/2026
Guntermann and Drunck (G&D), a Panoptec Technologies Group company, and CT Square, led by Chandresh Shah, have announced a joint venture to distribute G&D and V...
12/05/2026
With 30 days until the start of the FIFA World Cup 2026, Telemundo, the exclusive Spanish-language home of the tournament in the United States, has announced th...
12/05/2026
The NHL has announced the return of Stanley Pup for its third consecutive year, a 90-minute special featuring adoptable rescue dogs competing on a miniature rin...
12/05/2026
NBCUniversal presented its 2026 Upfront to advertisers at Radio City Music Hall, detailing upcoming programming across NBC, Peacock, Bravo, and Versant properti...
12/05/2026
FOX Sports has announced funding for the Fandom and Social Connection Initiative at Harvard Kennedy School's Shorenstein Center on Media, Politics, and Publ...
12/05/2026
TNDV and Live Media, both divisions of Live Media Group, supported live broadcast coverage around NCAA Final Four weekend in Indianapolis, including the March M...
12/05/2026
The European Football Alliance (EFA) has announced a content distribution agreement with Fubo Sports Network, the free ad-supported streaming TV (FAST) channel ...
12/05/2026
For the first time, Spanish-speaking fans in the U.S. will have two separate tel...
12/05/2026
CP Communications led a comprehensive spectrum management initiative on behalf of Churchill Downs during Kentucky Derby week, coordinating RF assets across the ...
12/05/2026
LiveU has announced a strategic partnership with DRONERESPONDERS, a 501(c)3 non-...
12/05/2026
Open Broadcast Systems has announced that BMC TV, a specialist in IP transport of broadcast content, has selected the Open Broadcast Systems 5G Flyaway solution...
12/05/2026
NEP Europe, part of NEP Group, has announced it will deliver broadcast solutions...
12/05/2026
Grass Valley has announced continued collaboration with Ravensbourne University ...
12/05/2026
Stats Perform has announced the launch of Opta Pulse, an AI-assisted video creation and distribution platform for leagues, rights holders, and broadcasters. The...
12/05/2026
FOX Sports has announced a collaboration with Sesame Workshop to integrate Sesame Street characters into FOX Sports' FIFA World Cup 2026 programming. Conten...
12/05/2026
To date, NHL Productions has produced 19 broadcasts with commentary in American Sign Language
NHL in ASL (American Sign Language) may be just one show, but the...
12/05/2026
Google's Brian Albert: creators, athletes, highlights, nostalgia, second-scr...
12/05/2026
A still from Past Lives by Celine Song, an official selection of the Premieres program at the 2023 Sundance Film Festival. (Courtesy of Sundance Institute | p...
12/05/2026
Spotify is where fans and artists come together, turning discovery into somethin...
12/05/2026
Features patented Marco-MMC clocking technology
Black Lion Audio's latest release combines the company's expertise in clocking with their renowned p...
12/05/2026
New Track Panel, sequencer upgrades & more
Following their recent public beta release, Reason Studios have announced the full release of Reason 14. With the...
12/05/2026
One month to go! SBS reveals expansive FIFA World Cup 2026 lineup beyond the pi...
12/05/2026
Rohde & Schwarz presents its advanced solutions for power electronics testing at...
12/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, has developed a modified fund raising p...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
Tyrell Corporation, specialists in high-end live sports and entertainment broadcasts, was tasked with delivering compelling broadcast coverage of premier equest...
12/05/2026
Registration is now open for IBC2026 as the global media, entertainment and technology community prepares to converge on the RAI Amsterdam from 11 14 September ...
12/05/2026
Ross Video, a global leader in live video production technology, will present its latest innovations and integrated production workflows at BroadcastAsia 2026, ...
12/05/2026
500 selected leaders from around the world across start-ups, corporates, and venture capital. Over 50bn in assets under management among attending investors, a...
12/05/2026
CVP, one of Europe's leading suppliers of professional video and broadcast solutions, has appointed Randy Koeman as Sales Manager, Netherlands, marking anot...
12/05/2026
Taiwan Television has expanded its HD content ingest workflow capabilities by investing in the PlayBox Neo Suite - a leading multi-channel multi-server UHD/HD/S...
12/05/2026
Jigsaw24 is strengthening its media team with the appointment of Tom Laker as Client Director and Ashish Chauhan as Project Manager. These strategic hires bring...
12/05/2026
Broadcast playout leader showcases hybrid IP infrastructure and workflow automation with Videoland deployment as regional benchmark...
12/05/2026
dzjinius, the all-in-one production management platform for the media and entertainment industry, will showcase its centralised approach to production workflows...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/05/2026
NUGEN Audio will debut Version 1.1 of DialogCheck, its intelligent dialog intelligibility and compliance tool, at the 2026 Media Production & Technology Show (S...
12/05/2026
The reactive visuals can adapt to any stage or screen setup and comprise 50 layers of Notch content
Today, Disguise announced that its high performance GX 3 m...
12/05/2026
Snapgrid , Snapbag & Airglow Expand Creative Control for the ARRI Modular LED BarFollowing the launch of the ARRI Omnibar, DoPchoice introduces a dedicated li...
12/05/2026
May 12th, 2026 Press Materials Available Here
TRIBECA FESTIVAL UNVEILS 2026 GAMES PROGRAM
Tribeca Celebrates Its 25th Anniversary With World Premieres and Pl...
12/05/2026
May 12th, 2026 Press Materials Available Here
MADONNA BRINGS THE WORLD PREMIERE OF CONFESSIONS II TO 2026 TRIBECA FESTIVAL
The Global Icon Will Unveil a Cine...
12/05/2026
Customer demand for data continues to grow in the first quarter of 2026 at Magya...
-- 
