--
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 ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
29/09/2026
Oak View Group (OVG) has announced Cisco as an Official Technology Partner, with plans to standardize infrastructure across its venue network on Cisco solutions...
29/09/2026
SportsNet Pittsburgh (SNP) won three honors at the 2026 Mid-Atlantic Emmy Awards.
Program awards went to Bucs BP in the Sports Program Live category (produced ...
29/09/2026
The Professional Women's Hockey League has announced home openers for all 12 teams for the 2026-27 season, along with a broadcast partnership with CBC under...
29/09/2026
Manifold technologies has been recognized as a contributor to the Media eXchange...
29/09/2026
FuboTV has announced My Local Sports, allowing subscribers in select markets to add their local regional sports network (RSN) as an add-on to a Fubo Sports subs...
29/09/2026
Asian News International (ANI), a wire agency and video news provider based in India, has deployed Grass Valley's AMPP Media Operating System and Framelight...
29/09/2026
South African Broadcasting Corporation (SABC) has deployed Ikegami UHK-X600 cameras as part of an upgrade to IP-based production infrastructure. The deployment ...
29/09/2026
REMI, REMCO models will drive the bulk of the broadcaster's NHL productions ...
29/09/2026
Three years in, the facility is supporting more centralized race production, com...
29/09/2026
NBC, Peacock, and NBSN are carrying all four Wild Card series with a production ...
29/09/2026
19 Nonfiction Projects Across All Stages of Production to Receive More Than $1 million in Support as Documentary Film Program Approaches 25th Anniversary
LOS ...
29/09/2026
Two new plug-ins launch alongside updated bundles
Zynaptiq have just announced the launch of two new plug-ins, alongside new and improved versions of two of...
29/09/2026
All-in-one bus processor revealed
Wes Audio's ng product range has come a long way since it was first introduced, and now includes a tasty selection of ...
29/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Ikegami announces that the South African Broadcasting Corporation, SABC, has chosen Ikegami UHK-X600 camera systems as part of an advance to IP-based operation ...
29/09/2026
Blendkit Offers 20% Discount to Celebrate Crossing 150K Asset Milestone
Brie Clayton September 29, 2026
0 Comments
Blendkit, the largest 3D asset libr...
29/09/2026
Interactive streaming specialist Ease Live supported more than 76.5 million fan sessions across three major European media operators during this summers FIFA Wo...
29/09/2026
Ease Live has added support for VAST (Video Ad Serving Template) to its graphical overlay technology, opening up new ways for broadcasters, streamers and rights...
29/09/2026
Rise AV has announced the launch of the inaugural Rise AV Awards, a new global awards programme celebrating the women, advocates and organisations across the AV...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Clear-Com announced that First Baptist Nashville has upgraded its production communications with a Clear-Com intercom solution as part of a comprehensive sanct...
29/09/2026
Blackmagic Cinema Camera 6K Captured Action Shots for Sketch
Brie Clayton September 28, 2026
0 Comments
Camera's portable design and dynamic range...
29/09/2026
Kean Production Services Deploys AJA ColorBox to Deliver Consistent, Accurate Co...
29/09/2026
Berklee Alumni and Faculty Nominated for the 2026 Latin Grammy Awards A total of 28 Berklee alumni and faculty earned nominations across 20 categories this ye...
29/09/2026
Berklee's K-Pop & Beyond Explores Connections Between K-Pop and Hip-Hop Now in its fifth year, the series brings together artists, industry leaders, and s...
29/09/2026
We tend to think we live in a digital world, with hopes and fears around artificial intelligence (AI), quantum computing, data centres and the next big technolo...
29/09/2026
Today, in partnership with the American Academy of Pediatrics (AAP), Apple relea...
29/09/2026
Final Cut Camera, the professional filming app for iPhone, receives a major upda...
29/09/2026
RT lyric fm is proud to announce the annual Choirs for Christmas competition callout. Warm up those vocal chords and join us on RT lyric fm for a celebration ...
28/09/2026
The NHL has announced Adobe as an Official Creative, Marketing and AI Partner beginning with the 2026-27 season. The partnership will provide the league and its...
28/09/2026
MultiDyne will exhibit at CABSAT 2026 (October 5-7, Dubai Exhibition Centre), showcasing an expanded technology portfolio following its June 2026 acquisition of...
28/09/2026
ARRI and HONOR have announced the HONOR Magic9 Pro Max, a flagship smartphone carrying ARRI branding on the device and packaging as the first product-level expr...
28/09/2026
Net Insight has added the Nimbra 1020G to its pan-Asian live media trial network, giving customers and partners in the region a way to evaluate ST 2110 and JPEG...
28/09/2026
Vindral has been named a recipient of a 2026 Technology and Engineering Emmy Award by the National Academy of Television Arts and Sciences in the category of We...
28/09/2026
Interra Systems will exhibit at CABSAT 2026 (Stand B2-37, Dubai Exhibition Centre, October 5-7), demonstrating its BATON QC platform, ORION monitoring solutions...
28/09/2026
Two years into its new production facility, the TOUR is expanding centralized wo...
-- 
