The world is transitioning at hyperspeed into a mobile-dominated era by digitally native millennials who hold the largest share of consumer voice and the largest buying power of any generation. In the face of a world that is reframed by the internet and in the context of unimaginable audience fragmentation, three central obstacles arise for today’s marketers: How to find an authentic voice for marketing creative that “plays” in a culture defined by personal expression. Video marketing defined Due to the complexity of these problems, there is no one-size-fits-all solution, but most marketers agree on one central theme: a new breed of video marketing. Most marketers feel the urgency to deploy a comprehensive video strategy, but many also feel paralyzed by the perception of logistical, financial and brand risk. Agile video creative and AI One of the greatest potential impediments to defining a recurring, cross-functional video marketing strategy is drumming up the necessary creative. Brands will always need a narrative. Marketers will always need human creativity as a driver of that narrative, particularly in a world dominated by personal expression. It’s not a case of creative cannibalization, but rather extended capability. In the end, the process of finding your video strategy is much like buying a house. The risk in today’s video marketing technology is low, the upside is massive and the time is now.
The world is transitioning at hyperspeed into a mobile-dominated era by digitally native millennials who hold the largest share of consumer voice and the largest buying power of any generation.
The pace of technological innovation presents a mind-boggling set of qualitative and quantitative challenges for marketers.
Technology has driven obvious physical changes in the ways we live and work. Ironically, the most dramatic tech-driven change is the most nuanced and the least understood: the profound impact on the human psyche and culture at large.
As the first digitally native generation, millennials have a revolutionary different worldview on everything from core personal values to media consumption. In the face of a world that is reframed by the internet and in the context of unimaginable audience fragmentation, three central obstacles arise for today’s marketers:
- How to find an authentic voice for marketing creative that “plays” in a culture defined by personal expression.
- How to reach a mass audience with the scale that TV has provided in the past.
- How to achieve the first two objectives while maintaining brand consistency and leveraging performance marketing data.
Video marketing defined
Due to the complexity of these problems, there is no one-size-fits-all solution, but most marketers agree on one central theme: a new breed of video marketing.
Videos have become their own marketing strategy that speaks to consumers with a voice and frequency that resembles personal expression; video communication that drives emotional engagement across disciplines–from cross-platform paid advertising to product marketing and customer-relationship management.
Broadly, video marketing as a solution is widely accepted. That said, there are psychological and logistical hurdles that are holding marketers back.
Most marketers feel the urgency to deploy a comprehensive video strategy, but many also feel paralyzed by the perception of logistical, financial and brand risk.
While there are certainly a set of best practices coming into focus, it’s probably not reasonable…
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