MarTech Landscape: What is video marketing software?. In this article, part of our Marketing Technology Landscape series, we look at how software can automate your video marketing campaigns. Some full-service platforms may also offer more extensive features, such as: video hosting, delivery and customizable video players interactive video functionality, including clickable calls to action video and/or lead scoring for import into CRM and marketing automation systems native video analytics that measure content performance and audience engagement What are the benefits of video marketing software? Automating distribution makes video easily accessible through platforms such as YouTube, Facebook, Pinterest and mobile devices. Properly tagged videos can improve search engine rankings, click-through rates, open rates and conversions. Video management Does the platform feature a centralized asset library to manage videos? Video optimization Does the platform include any SEO tools? Video distribution Does your platform include a customizable HTML5 player? Can we score video content engagement (i.e., length of time watched) and performance to feed back into our CRM? Join us at MarTech San Francisco and tackle your digital transformation issues at the intersection of marketing, technology and management.
The consumer media paradigm is shifting from text to images. Consumers use more digital devices than ever before, and they are comfortable engaging with videos across screens. But while video marketing can provide unique value, much will depend on your business goals and resources, as well as your company’s size, industry and target market.
Fortunately, once you’ve identified these, there are software tools that can automate many video marketing tasks.
In this article, part of our Marketing Technology Landscape series, we look at how software can automate your video marketing campaigns.
What goes into a video marketing campaign?
Before identifying what steps to automate, let’s first look at the six core elements of video marketing:
- Video creation and editing. Video marketing begins with the creative asset itself: the video. That means creating and editing in-house videos, as well as curating relevant external and user-generated videos.
- Video management. Video management centralizes the important functions of video content creation, collaboration, scheduling, workflow, distribution and compliance with brand and style guidelines.
- Video optimization. Marketing videos should be treated as content and optimized for search engine results pages (SERPs).
- Video distribution. Distribution is a key factor in video marketing success. Even the most visually appealing or compelling video will have little impact if few people see it.
- Video analytics. Measuring video performance through such metrics as number of views or length of time users spend watching is critical to video marketing success.
- Video hosting and integration. Videos can be embedded directly on owned digital properties or hosted on third-party players such as YouTube or Facebook. It is essential to integrate video marketing data and analytics with existing marketing systems to create a more unified view of customers, web visitors and social media followers and fans.
All of the above steps can be automated using video marketing software. Some full-service platforms may also offer more extensive features, such as:
- video hosting, delivery and customizable video players
- interactive video functionality, including clickable calls to action
- video and/or lead scoring for import into CRM and marketing automation systems
- native video analytics that measure content performance and audience engagement
What are the benefits of video marketing software?
Video marketing has been proven to increase audience engagement. Automating video marketing processes can improve campaign efficiency and scale through the following benefits:
- Expand brand access across devices and platforms. Automating distribution makes video easily accessible through platforms such as YouTube, Facebook, Pinterest and…
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