Watch Courtney Pierce from Brightcove Discuss Online Video at Blue Wave’s “Marketing Integration Forum” Event

At Blue Wave’s “Marketing Integration Forum” event held this past December at the Boston Marriott Newton, we invited four expert guest speakers to discuss different subjects on the topic of integrated marketing.  Courtney Piece, Senior Director of Marketing from Brightcove, spoke on the topic of video-rich content marketing.  Brighcove, based in Boston, provides the leading online video platform for publishing and distributing video across PCs, smartphones, tablets and connected TVs.  To watch Courtney’s video presentation from our event, click here.


Courtney discussed a variety of examples of successful integrated marketing campaigns from brands using the Brightcove platform, where online video was leveraged as part of an effective integrated content marketing strategy. One good example discussed is Puma, a footwear company that produces and leverage videos heavily for their marketing. For the Olympics, Puma developed an entire brand environment for people to interact with involving video.  They produced a live stream event showcasing what the brand has to offer, and timed it with Usain Bolt’s runs in the 100 and 200 meter races; Puma was able to use the Brightcove video cloud to coax their users to having a rich multiscreen experience.  There are hundreds of online videos produced every month for Puma globally, and their analytics show that the more they use video, the more brand engagement and the more time they have with their customers.

As marketers, the fact is that content marketing, and in particular leveraging video as a part of your content marketing, is really changing the way we need to approach our marketing strategy.  But how should we, as marketers, think about video as a part of our strategy?  According to a recent report from the Content Marketing Institute, marketers were surveyed nationally asking which type of content grew the most for them for 2011-2012; what they found from the marketers they surveyed, video has grown the most year over year in terms of investment.  Year over year in terms of online video consumption, there’s been a 30% growth on all types of devices,  and when you look at mobile growth, there’s been a 300% year over year growth in video consumption.

Another key report from Forrester Research studied not only how marketers should be using video as part of their content marketing strategy, but where they should be using video.  Three key takeaways from their report found that: (1) Forrester found that video works – both in the consumer and B to B markets, and both markets are leveraging video more than ever before; (2) they found that video works at every stage of the customer life cycle, so there’s an opportunity to insert video no matter where your buyer is at; and (3) that video can be leveraged as part of not only your paid strategy, but your earned and owned marketing strategy as well.

A third analyst report with some key findings comes from Aberdeen, where they looked at best in class marketing organizations in North America.  These best in class organizations were defined as those that have strong customer retention, strong sales growth, and a every strong marketing contribution to sales overall. These organizations were asked what tactics are really working the best for them, and why. What they found is that for the majority of these organizations, video is working best for them above all other marketing tactics, and they are investing a lot in video as part of their content marketing strategy.

Another stat that comes from Marketing Sherpa reports that pages with video attract 2-3 times more visitors and show 157% increase in organic traffic from search engines vs pages without video.  Social Media Examiner found that 76% of marketers plan to add video to their site, making it a bigger priority than even Facebook, Twitter or blog integrations.  According to Internet Retailer, visitors who view produce videos are 85% more likely to buy than visitors who don’t. These kinds of statistics really help make the case for why marketers should be thinking about video as part of your content marketing strategy, and why it’s so important.

One thing that’s interesting that we’re seeing now is that buyers are now oftentimes 70% through the buyer journey before they’ll actually engage with an organization.  Why is this important to us as marketers?  It means that we need to creating more and more content that can help engage customers at every stage of the buyer lifestyle – before engaging with them.  So it’s no longer that your content is your “first sales call” – it’s your second, third and fourth sales call effectively.  It’s not just creating content to introduce your company to a prospective buyer like in years past, it’s creating content that brings them through the buyer lifecycle so that they’re ready to buy.  As a result, more and more organizations are becoming video publishers, as more and more brands are leveraging video as part of their marketing strategy to engage with their customers throughout the buyer lifecycle.  Puma, Red Bull, Bank of America, Kohler and Exact Target are all great examples of this phenomenon.  They have all created dynamic video portals on their websites, with thousands of hours of video programming, which makes the experience easier for their customers and keeps their viewers engaged longer.

Symantec had done a great job with their Symantec TV portal, as an example, investing in two kinds of video strategies.  First, they have gone deep into customer case study videos, in effect allowing their customers to effectively sell Symantec’s products and services for them.   They have also invested in “infotainment”, funny videos with characters they have developed talking about their problems and how Symantec helps solve those problems for them, in short 2-3 minute videos.  Oracle is another great example of how to leverage online video for lead generation.  They’re using video to convert eyeballs into leads, by showing a video of a new Oracle product release; during the video, the viewer can click on the screen to download a free trial of the technology by filling out a form, and a new business lead with contact information is generated.

How can video best be leveraged for your organization, to better engage your customers, to convert more eyeballs into leads, and convert more prospects into paying customers? Does your organization currently have a strong online video strategy?



This post was originally published on John Moran’s personal blog, johnmoranblog.