Digital marketing is generally seen as part of the wider brand marketing mix, and video is rapidly becoming part of the digital toolbox, but commissioning video is still viewed as a black art.
Firstly, whilst most marketers agree that they’ve got to address video on their digital channel, few of them know how to go about it, how much budget to allocate and how to measure it.
When you drill down into what marketing managers are saying, it’s essentially “I don’t know how video will work in my space and I can’t see how it will convert a target to sale. Is it worth the time and cost?”
The niggles and worries around measurability are understandable but not valid; analytics around video are similar to those of any web based marketing.
Cost is more of an issue, but that relates to the first, and greatest concern, of how video can be deployed in a marketing strategy across a brand’s online assets.
Strategy is the key here. Just like any spend on any campaign, video needs a robust strategy to ensure it works. Video in isolation, set aside from the core brand or campaign message, is a self defeating proposition. It won’t convert to sale if it’s not strategised.
So come on people, let’s start treating video as part of the digital marketing family, with time, money and planning factored in just as you would other marketing mediums.