Video Marketing Maturity Model


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Our Video Marketing Maturity Model is designed to help organizations improve their video marketing capabilities by providing a defined road-map. The model provides 4 stages of organizational maturity, which are:

- Undefined
- Progressive
- Mature
- World-Class

Additionally, it evaluates 8 components of Video Marketing, as follows:

- Orientation
- Leadership
- Budget & Staff
- Development Focus
- Content Management
- Customer Engagement
- Monetization
- Metrics

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Video Marketing Maturity Model

  1. 1. Video Marketing Stage 1: Undefined Stage 2: Progressive Stage 3: Mature Stage 4: World-Class Orientation No defined strategy or process for Video Marketing Defined strategy and processes exist for Video Marketing in uncoordinated pockets in organization Defined, integrated strategy and processes exist for Video Marketing across an Enterprise Defined, integrated strategy for Video Marketing exists across an Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership Skeptical of value of Video Marketing; Does not use Views video as new marketing opportunity; Experimenting; Willing to fund test projects Long term commitment; Willing participant; Resources for growth Views video as strategic function; Fully funds; Organization integrates rich media content (social, mobile, video) Budget & Staff No budget exists; Spending & staffing is ad hoc Budget allocated; Defined roles & responsibilities for Video Marketing Budget with business case to justify spend; Dedicated internal point person for Video Marketing Budget connected to video goals; Organization aligned for maximum social impact Development Focus Focus on video hosting & streaming; Uses basic functions to upload, download, view and process video files Focuses on hosting & streaming and video distribution & sharing capabilities; Utilizes content management & basic analytics to improve marketing activities Expects hosting, sharing and management capabilities; Focuses on developing optimization, monetization and deeper analytics for video success Expects all stages of Deployment Lifecycle are working properly; Focuses on Enterprise-level integrations & analytics for sales cycle optimization Content Management Video library available with options to create metadata; Videos can be added to playlists for a rudimentary organization of video content Platform features, such as in-video calls-to-action and video player customization, enhance a Video Marketing program Platform enriches program; Features include multi- level access controls, enhanced optimization and metadata categorization for easy searching Comprehensive solution for video management and optimization; Monitors and manages video campaigns; Tracks content usage on all devices Customer Engagement Engages users on a basic level through free video apps, channels and Social Media networks; No strategy in place for utilizing video to engage customers Has aligned video initiatives with customer engagement; Established buyer personas; Actively pursuing ways to better use video for customers Utilizes platform and analytics to engage users; Platform is integrated with other systems to share analytics among departments for customer interaction Platform is aligned and optimized with customer engagement activities; Video content matches buyer personas & touchpoints in the sales cycle Monetization Focused on video performance; Video revenue is not a priority Focused on video performance; Generating revenue on videos is an afterthought and occurs sporadically Focused on monetization; Has a platform and processes in place to generate revenue from videos Platform in place that provides full monetization through ad creation & placement, ads, video channel subscriptions and reseller engagement Metrics Tracks viewer activity and level of engagement as well as the overall popularity of video content. Analytics to monitor and track video performance and conversions; May be tracking usage on multiple devices Video analytics integrated with CRM & MA systems to provide lead-specific viewing history and behaviors for the sales cycle Analytics provide social sentiment analysis, real- time performance tracking and data on the ROI of each video asset Video Marketing Maturity Model