In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Digital Transformation in B2B sales requires a strategic framework that takes into account business model, market, customer and corporate digital vision. The transition is implemented following the requirements of a customized process model.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Our Online Community Playbook is a planning methodology that highlights our premium tool-kit of tools & templates level to help you develop and launch an online community that meets your marketing objectives.
Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Digital Transformation in B2B sales requires a strategic framework that takes into account business model, market, customer and corporate digital vision. The transition is implemented following the requirements of a customized process model.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Our Online Community Playbook is a planning methodology that highlights our premium tool-kit of tools & templates level to help you develop and launch an online community that meets your marketing objectives.
Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.
The State and Impact of Content ConsistencyDemand Metric
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
B2B Social Media Investments and Return ReportDemand Metric
While usage is high and effectiveness is moderate, the perceived Return-on-Investment (ROI) for social media is quite unspectacular, as this report will detail. Demand Metric in partnership with Socedo set out to discover the current B2B social media practices, collecting over 475 complete and partial responses to the study survey.
The State of Digital Marketing for Associations 2017Demand Metric
The State of Association Marketing Benchmark Study is now in its fourth year. From its inception, the study’s purpose has been to help associa- tions become better at marketing. To do this, the study inventories associ- ation marketing practices and through analysis attempts to identify those associated with the highest level of marketing effectiveness.
The importance of member understanding has continued to emerge as a key success factor in association marketing. A deep member under- standing is crucial for many reasons, not the least of which is so asso- ciations can better allocate their budgets. Those associations that have certainty about the needs of their members will allocate line items in their budget to better serve them.
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Our Video Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you create an effective video marketing plan and produce engaging video content to support your marketing goals.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
High Performance ABM Capabilities Benchmark ReportDemand Metric
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
B2B Social Media Investments and Return ReportDemand Metric
While usage is high and effectiveness is moderate, the perceived Return-on-Investment (ROI) for social media is quite unspectacular, as this report will detail. Demand Metric in partnership with Socedo set out to discover the current B2B social media practices, collecting over 475 complete and partial responses to the study survey.
The State of Digital Marketing for Associations 2017Demand Metric
The State of Association Marketing Benchmark Study is now in its fourth year. From its inception, the study’s purpose has been to help associa- tions become better at marketing. To do this, the study inventories associ- ation marketing practices and through analysis attempts to identify those associated with the highest level of marketing effectiveness.
The importance of member understanding has continued to emerge as a key success factor in association marketing. A deep member under- standing is crucial for many reasons, not the least of which is so asso- ciations can better allocate their budgets. Those associations that have certainty about the needs of their members will allocate line items in their budget to better serve them.
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
Agile Marketing How-To Guide and ToolkitDemand Metric
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Our Video Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you create an effective video marketing plan and produce engaging video content to support your marketing goals.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
High Performance ABM Capabilities Benchmark ReportDemand Metric
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
Did you see the newest videos of twerking toddlers and cats afraid of cucumbers? Well, your customers have! Keep up with the newest social media trends by incorporating video into your marketing strategy. (Lachanophobic felines and graceful toddlers not necessary.)
By the end of December 2015, Marketing Profs contributor Tyler Lessard had announced that 2015 would be the year of video marketing. The advantages of video content in marketing strategies are undeniable. Whether it is the bite-sized format or the visually stimulating images, video is king for media marketing.
But what constitutes a good content marketing video? And what points should a business touch upon to ensure success? There are key components to any good video content.
To guarantee that you get the most return on your video content marketing, here’s a quick how-to guide to help you along the way.
At the core of inbound marketing is content creation - publishing remarkable content that attracts inbound links and potential buyers to your website. How do you get started with YouTube, video podcasting, live streaming, or viral videos? Join this free webinar to learn how to use different forms of online video to grow your business with inbound marketing.
This year marks the first edition of The State of Video Marketing survey. We’ve surveyed 78 marketing thought leaders from start-ups to Fortune 500 enterprises about their video marketing efforts and asked them to share their plans for the coming year. This report is a reflection of marketers from organizations with varying levels of experience, budgets, and strategies. The responses will help you discover what’s working for your peers, how to avoid common mistakes and help you take your video marketing to the next level. The survey results sheds light on:
- Differences between highly effective vs. less effective video marketers
- Preferred marketing platforms used for video distribution
- Marketers’ top challenges with video marketing
- Expected spending trends for 2017
- Much more
At Brite Content, we’re dedicated to supporting smart marketers like you to harness the power of video marketing to connecting with customers. Our mission is to streamline video marketing to enable marketers to tell their story more effectively. We believe the best way to excel starts with knowledge and data - which can be found in this report. Better video marketing starts here. So read on!
State of Video Marketing Benchmark Report - 2016Demand Metric
Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
New fronts video ad spend report - IAB - 2017Romain Fonnier
Advertiser investment in original digital video programming has nearly doubled over the past two years with 80% of brand and agency executives are planning to spend even more on original digital video this year, according to the 4th annual “Digital Content NewFronts: Video Ad Spend Study.” Original digital video is gaining a greater share of total digital video budgets, reaching 47% in 2017. Native Advertising continues to be a key part in these original digital video buys, accounting for 42% of investment.
Some additional key highlights from the study include:
53% of marketers and media buyers surveyed said expanding budgets was a reason for the rise in original digital video spend
Marketers and media buyers are planning to allocate 40% of their original digital video budget after attending the 2017 NewFronts
Advertisers top obstacle in spending more in Original Video Content is quality
Over 60% of advertisers will increase spending on digital video advertising in the next 12 months
Share of digital video ad spend bought programmatically will continue to grow in 2017
The number of platforms for video consumption is growing as well, with mobile video becoming huge. Mary Meeker’s Internet Trends 2015 found that video accounts for 55% of all mobile traffic. That’s up almost 10% in just three years.
CMI’s own research found that nearly 80% of B2B companies are using some form of video in their content marketing. This percentage has been steadily increasing over the last three years (70% in 2013, 73% in 2014, and 76% in 2015).
So, how do today’s marketers rise above the noise? As we started to explore this question, three overarching challenges emerged:
How do businesses empower themselves to create videos (cost effectively) in the first place?
Once businesses are creating videos, how do they scale this ability across the business?
Once businesses have a functional process for creating videos, how do they use this new skill to differentiate the content they’re producing?
In short, how do marketers start smart, scale up, and stand out by using video as an intelligent piece of a content marketing approach?
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
This is an analysis of a microtrend in social media known as micro videos. This presentation will examine the elements that make this trend successful.
This is a presentation of The State of Video Marketing 2019 by Wyzowl. It does an excellent job of using different metrics and descriptions to show the numbers behind video marketing this past year.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
Facebook Video has become a powerful marketing channel. Learn about recent changes in consumer behavior and new capabilities with Facebook video making it even more powerful than YouTube.
FreeWheel Position Paper: Why Premium Video Matters for Advertisers: a Europe...IAB Europe
Faced with infinite choice, how today’s consumer watches TV has changed. Enhanced availability of premium programming anywhere and everywhere has resulted in increased viewing on mobile, tablets and especially on over-the-top (OTT) platforms, as people seek out the best screen available to watch their favourite shows. A new era for TV has arrived, sparking an evolution for the advertising that supports it.
MAU Vegas 2016 — Taking AIM: Top 10 App Install Marketing TrendsGrow.co
Mobile Apps Unlocked Vegas 2016
Thursday, May 5
Acquisition Breakout Session — 11:20am - 11:40am
With millions of apps vying for installs, how are the top earning publishers growing and acquiring high quality users at scale? Learn what’s working for the top 100 apps — and what isn’t — during this session revealing the results from the latest App Install Survey.
Bryan Buskas, Chief Customer Officer @ Adcolony
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Optimizing Asset Management for Sales Success How-To GuideDemand Metric
Executive Summary
Asset Management has historically been seen as a marketing and branding function. This technology is used to deliver materials to sales but is not within the sales teams’ direct control or influence. Today, as more organizations focus on marketing and sales alignment, many tools and technologies that were once managed exclusively by marketing have become shared marketing and sales functions.
Despite this alignment progress on many fronts, Asset Management has tended to remain squarely in the hands of marketing. Demand Metric believes that marketing organizations that retain control are missing an opportunity to use Asset Management to its fullest capability.
The purpose of this How-To Guide is to provide Modern Marketers with a clear understanding of how to effectively use Asset Management Systems as a Sales Enablement tool.
This 6-page guide includes the following sections:
What is Asset Management?
The Sales Benefits of Asset Management
Asset Management & Marketing Automation
Asset Management Vendor Selection Criteria
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
About the Sponsor
Mindmatrix is a cutting-edge marketing automation and sales enablement company. Our platform incorporates all the functions and metrics essential to your sales and marketing departments into a single software package.
Mindmatrix’s marketing automation platform will help you generate leads, cultivate interest and excitement about your organization, and ultimately… close sales. From the initial contact with a potential customer all the way through to their first purchase, and beyond, we have your sales and marketing teams covered.
Executive Summary
Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin.
This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following:
What is Display Advertising?
Display Advertising For Marketers
Challenges
Resources
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Transforming from Call Center to Contact Center How-To GuideDemand Metric
Executive Summary
If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation.
Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities.
This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience.
This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following:
Executive Summary
Opportunities & Challenges of the Call Center
Creating a Modern Contact Center
Contact Center Application Selection Criteria
Action Plan
Bottom Line
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Your Problem
You need to prepare your organization for a crisis, and need to learn best practices for getting the job done.
Our Solution
A crisis communications plan is the first line of defense for your organizations reputation, and in some cases can actually help save the lives of your employees themselves.
In this How-To Guide you will discover how to:
Build your Crisis Communications Team
Empower them with a step-by-step plan for any crisis
Describe exactly who they should contact and when
Explain the entire crisis management process from start to end
Throughout this guide we will also be linking to ‘Resources’, in the form of ‘Tools’, ’Templates’ and ‘Checklists’ you can leverage to prepare your organizations crisis response. With these resources and processes in your company's tool belt, you can rest assured that if a PR-related emergency occurs, you will be ready to protect your brand from disaster, and guard your employees from harm.
Key Benefits
leverage PR Crisis Communications best practices
understand the five stages for any crisis response
links to 24 additional PR Crisis tools
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
4. 4INTRODUCTION THE STATE OF VIDEO MARKETING 2017
Marketers need little convincing these days that video is a powerful
content form. By every measure – conversion, SERP ranking, time on
page, likes, shares and any other form of engagement – video’s power
to inform and persuade is unmatched.
Pundits project that this year, 69 percent of all web traffic will be video,
a clear indicator of the demand for this content form.
The barriers to using video have fallen as this content type has evolved.
Just over a decade ago, video production required expensive cameras,
studios and software editing suites.
Today, however, about 70 percent of U.S. and Canadian adults carry
with them the tools for video production, right in their pocket.
In the past decade, the cost and skills needed to produce video has
gone down, while the quality and convenience has improved.
Video content also benefits tremendously from the social media
networks that serve as distribution channels. This study, now in its
fourth year, continues to examine how marketers are using video, the
new approaches, tools and applications they are using and what kind of
results they are getting.
The data is clear: video is a content form that remains fresh and engaging.
As this report details the findings from the 2017 Video Content Marketing
Benchmark Study, it will identify best practices and recommendations to
help marketers get the best return on their investment in video content.
6. 6EXECUTIVE SUMMARY THE STATE OF VIDEO MARKETING 2017
Over 70 percent of this study’s participants were in marketing roles in
B2B or mixed B2B/B2C organizations that reported revenue growth in
the most recently completed fiscal year. All of the organizations that partici-
pated in this study are using video to some degree in their marketing efforts.
Agencies and studios were disqualified from contributing to the study.
Key Findings
For the fourth consecutive year, over 90 percent of study
participants report that the video is becoming more important
as a form of marketing content.
The volume of videos produced annually has increased year-
to-year, from an estimated average of 29 in 2016 to 38 in this
year’s study.
The use of video in places like websites, social media, landing
pages and sales conversations has increased year-over-year.
Product videos are the most common type of video, produced
by 63 percent of organizations in this study.
More study participants are using metrics to track video content
effectiveness, with only 13 percent reporting that no metrics
are in use, compared to 23 percent in 2016. However, the use
of advanced metrics has remained flat over all study years.
The percentage of organizations that have integrated video
viewing data—and are exploiting it—with key sales and
marketing systems jumped from 13 to 20 percent.
Usage of video viewing data by members of the sales
team, to qualify, engage or influence deals, is up 13 percent
year-over-year.
There has been a two-fold increase in the number of people
who use video with the execution of their Account-Based
Marketing (ABM) strategy.
Video marketing budgets have stayed the same or grown for
90 percent of study participants.
This report details the results and insights from the
analysis of the study data. For more detail on the
survey participants, please refer to the Appendix.
8. 8THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
The importance of video as a form of marketing content continues to
grow for almost all study participants. The year-in-year-out consistency
of video content importance is shown in Figure 1.
These figures represent an endorsement of video content from marketing
professionals. In this digital age where new content forms are born, live,
and fall from favor in months, the consistency of video content perfor-
mance across each year of the study is remarkable.
Less
Important
More
Important
Not changing
2015
2015
2014
2014
2016
2016
2017
2017
Almost all study participants report that video
content is becoming more important.
Production figures for video rose again in 2017.
The Changing Importance of Video
as Marketing Content
Marketing Videos Produced Annually
figure 1
figure 2
2% 6%
2% 6%
1% 8%
0%
More than 100
5%
11 to 50
8% 9%
8% 10%
11%
8% 10%
5%
95%
91%
92%
92%
Less Than 55 to 1051 to 100
Video production numbers can also provide insights into the value of
video content. Organizations will not invest in content that is perceived
as ineffective. The study tracks annual video production quantity, and
Figure 2 shows this year-to-year comparison.
In last year’s study, 53 percent of study participants produced 11 or more
videos annually. This year the figure has risen to 59 percent. Looking at
the way the production data in Figure 2 is distributed, in 2016 the average
number of videos produced annually was in the lower end of the 11 to 50
video range, or about 29 videos. For 2017, the average falls in the upper
half of this same range, for an estimated 38 videos annually.
32%
26%
26% 27%
29%
26% 25%
35% 18%
15%
41%
31%
9. 9THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
In past studies, differences in the volume of videos produced based on
company size were pronounced: overall, small companies produced
fewer videos. Table 1 shows the percentage of study respondents that
produced fewer than five videos annually, by company size.
As recently as 2015, more than one-third of small companies were
producing less than five videos annually, and the gap between small and
large companies was 30 percent. In the current study, just one in five
small companies are producing less than five videos annually, and the
gap is now in the single-digit range. This data suggests that the cost
and tools for production is putting video within easy reach of even the
smallest companies. Highly accessible tools, like the Vidyard GoVideo
plugin, are making video very simple to create and distribute.
The video production gap has narrowed considerably.
table 1
Company size
(Annual Revenue)
Percent Producing Less
than 5 Videos Annually
2014 2015 2016 2017
Small ($25 million or less) 27% 35% 38% 20%
Medium ($26 - $499 million) 28% 11% 25% 10%
Large ($500 million+) 6% 5% 17% 12%
88%
1 in 5
of large companies are
currently producing more
than 5 videos annually
small companies are
producing less than
five videos annually
10. One thing that makes video a favored marketing content form is the
ability to use it in many ways and places. Figure 3 summarizes where
study participants are using video content.
Websites and social media (including blogs) continue to lead as top loca-
tions for marketers to use video content, and usage is up across the
board year-to-year, as shown in Figure 3.
10THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
2015 2016 2017
Usage of video has increased in each area.
* Added for 2017 study
Where Video Content is Used
figure 3
Website Social Media Landing
Pages
Sales
Conversation
Recorded
Webinars
Other
86% 77% 64% 60% 40% 46% 37%
3%
81% 40%43%
5%
22%
76% 53%
78% 39% 36%49%
8%
25%
72%
YouTube* Emails
11. Usage patterns show some differences when this data is segmented by
company size, as shown in Table 2.
It is curious that large companies show much less usage of video in email
marketing efforts, at less than half the usage level compared to small
and medium-sized companies. This data likely reflects concerns about
the effectiveness of traditional email marketing, and suggests that large
companies are looking for better approaches and/or new ways to boost
engagement in email marketing. That better way may be using video
within email marketing and other channels. Ultimately, marketers need
approaches and content that convert well, and the growth of video
across locations offers another endorsement of its effectiveness. The
next section of this report will examine the conversion performance of
video in more detail.
11THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
The biggest differences in usage
are for email and landing pages.
table 2
Where Video is Used
Company Size
Small Medium Large
Website 83% 92% 85%
Social media 79% 77% 71%
YouTube 55% 75% 68%
Landing pages 49% 75% 62%
Recorded webinars 44% 52% 53%
Emails 52% 52% 24%
Sales conversations 38% 31% 44%
Website
24%
is the most common
place for video usage
across all
company sizes
of large companies in
study use video
marketing in emails
12. The study also inventoried the types of videos that marketers create and
deploy, which Figure 4 summarizes for the current study year compared
to past studies.
12THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Product
videos
Webinars*Demos How-to /
Educational
Videos
Cultural
Videos
Explainer
Videos
Customer
Videos
Vlogs*Social Media
Videos*
Live Streams One-to-One* Chalk Talks*
Product videos are the most common type.
Types of Videos
figure 4
63% 59% 54% 38% 45% 42% 37%
7%12%13%23%24%
51%
28% 23% 20%
7%
59% 45% 44%
2015 2016 2017
* Added for 2017 study
20%
7%
59% 59% 43%
13. The top three types of videos in use by place of use.
table 3
Since the 2016 study, Product videos have eclipsed Demo and Explainer
videos as the most common type produced. Where videos are used
(Figure 3) and which types of videos are in use (Figure 4) are correlated.
This relationship is illustrated in Table 3.
13THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Landing
Pages
Emails Website
Social
Media
YouTube
Recorded
webinar
Sales
conversations
Product (74%) Demos (64%) Product (63%) Product (67%) Product (74%) Webinars (80%) Demos (75%)
Demos (65%) Product (58%) Demos (60%) Demos (60%) Demos (59%) Demos (66%) Product (64%)
Explainer (59%) Explainer (55%) Explainer (56%) Explainer (57%) Explainer (57%) Explainer (65%) Explainer (61%)
14. For most use cases, “Product” videos see the greatest use. The gap
between the trifecta of Product, Demo and Explainer videos, however, is
narrow. Some subtle shifts in the types of videos produced occurs as the
production volume increases. These shifts are shown in Table 4.
Increased volume of video production doesn’t create more variety in the
mix of videos produced until the number of videos produced annually
crosses the more-than-fifty threshold, at which point customer videos
begin to make an appearance in this ranking.
14THE IMPORTANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Top three video types produced by
annual production volume.
table 4
Rank
Number of Videos Produced Annually
Less than 5 5 to 10 11 to 50 More than 50
1 Product Product
Explainer
Demos (tie)
Product
2 Explainer Demos Product
Explainer
Demos (tie)
3
Explainer
Demos (tie)
Explainer How-to CustomerProduct
videos are the most used
across all cases
How-to
videos rank 3rd at
companies producing
11 to 50 videos annually
15. 15THE STATE OF ASSOCIATION MARKETING | [OVERALL SECTION][CURRENT SECTION]
The Performance of Video
16. 16THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
Marketers love to see their content go viral, but viral videos are a rela-
tively rare occurrence and not necessary to produce excellent results.
Getting a wide audience for a video is certainly desirable, but the goal
of any marketing content is to gain conversions: getting those exposed
to the content to take the desired action, whatever action that may be.
Figure 5 shows the current conversion performance of video compared
to other types of content.
The conversion performance of video compared to other content types
remains strong. Over the four years of this study, the percentage of
participants that report video converts somewhat or much better than
other content types has averaged 71 percent. Video remains a favored
content type for marketers looking to engage their audience.
70 percent of study participants report that video converts better than other forms of content.
* Added for 2017 study
Conversion Performance of Video
figure 5
20152014 2016 2017
Much better
6%
6%
4%
2%
Somewhat
better
Somewhat
worse
23%
23%
22% 26%
20%
19%
16%
27%
Much worse
0%
0%
0%
1%
About the
same
52%
48%
54%
51%
17. 17THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
From a marketing perspective, having content that produces conver-
sions is the path to generating revenue, and ultimately, a measurable
return-on-investment (ROI). Each year of this study has collected data
about the relative ROI movement of video: is it getting better, staying the
same or declining? Figure 6 displays this data.
The most troubling insight that Figure 6 reveals is that 28 percent of
study participants do not know the ROI of their video marketing efforts.
It is possible to determine the ROI of video by measuring how it is consumed
by leads in the sales pipeline, and this measurement is enabled by inte-
gratingvideoconsumptiondatawithCRMorMarketingAutomationsystems.
This integration status and its implications for ROI are explored fully in
an upcoming section of this report. The relationship between conversion
performance and ROI, however, is simple and intuitive: study participants
that report video converts better are seeing a correspondingly higher ROI.
20152014 2016 2017
ROI of video marketing shifted slightly in the current study year.
How is the ROI of Video Changing?
figure 6
Getting Better Staying the
Same
UnknownDeclining
44% 27%
27%
26%
26%25%
22%
23%
28%
1%
1%
1%
2%
49%
50%
48%
27%
44%
of companies in study
maintained their ROI in 2017
of companies in study are
improving their ROI in 2017
18. 18THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
In order to understand how video converts and how to calculate its ROI,
this study measures three categories of video content effectiveness
metrics:
The most mature video marketers use advanced metrics to link the
content source to the revenue it influenced. Figure 7 summarizes video
metrics usage for all study years.
20152014 2016 2017
The usage rate of advanced metrics is flat for all study years.
Video Content Effectiveness Measures in Use
figure 7
Advanced Intermediate NoneBasic
13% 13%
51%23%
14% 14%
48%24%
14% 14%
49% 23%
14%
42% 23%21%
1. Basic
Measures of consumption such as views or shares.
These are relatively easy to capture. However, they
don’t allow for determination of ROI, nor do they
provide indicators of engagement. For these reasons,
their usefulness is limited.
2. Intermediate
Basic measures of engagement, such as average viewing
duration. With intermediate metrics, insights into video
viewing behavior begin to emerge.
3. Advanced
Include views by embed location, viewer drop-off rates,
viewing heat maps or attribution to sales pipeline. With
these metrics, precise determinations are possible
regarding revenue impact and ROI.
19. 19THE PERFORMANCE OF VIDEO THE STATE OF VIDEO MARKETING 2017
While the segment of those who are using advanced metrics is compar-
atively small, the ROI impact related to advanced video metrics usage is
immense. Figure 8 compares the reported ROI for each metrics usage
category.
There are some important points to make from the
data presented in Figure 8:
A true and accurate measurement of the ROI of video (or any
type of content) requires the adoption and use of advanced
metrics. When advanced metrics are not in use, ROI determina-
tion is an estimate at best.
When advanced metrics are in use, marketers have the infor-
mation they need about video content performance to achieve
even better results.
The best way to capture and exploit advanced metrics is to
integrate video viewing data into Marketing Automation and/or
CRM systems.
1
3
2
The use of advanced metrics is a prerequisite to achieving the greatest
impact and highest ROI from video marketing efforts.
The use of advanced metrics has a big effect on ROI.
% Reporting Video ROI is Much Better
figure 8
No metrics
in use
5%
Basic
metrics
16%
Intermediate
metrics
22%
Advanced
metrics
71%
21. Integrating video viewing data into Marketing Automation and/or CRM
platforms enables the tracking and usage of advanced metrics. This inte-
gration provides other benefits as well. Figure 9 shows the status of this
integration from each year of this study.
It appears that the study participants from 2016’s study that indicated plans
to integrate this data had more than just good intentions—they acted.
21VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2017
The data in Figure 9 reveals some encouraging
trends:
A significant increase in the population of marketers who have
integrated video viewing data—and are using it! One in five
marketers in this study fall into this category.
The overall level of integration of video viewing data, regardless
of whether it is in use, has climbed 15 percentage points, from
30 percent in 2016 to 45 percent today.
1
2
20152014 2016 2017
This year’s study participants report a healthy increase in the integration
and use of video viewing data with key sales and marketing systems.
Integration Status of Video Viewing Data
figure 9
Integrated and
exploiting the data
Integrated but not
exploiting the data
Planning to integrate
within 12 months
Planning to integrate
sometime
No plans to integrate
20% 20%
20%
21%25%
25% 23% 22%
26%
26%30%
29%
13%
9%
15% 15%
15%
14%
16%
17%
22. d
n
The ROI that study participants report for their video marketing efforts
correlates to their integration status. Figure 10 compares the ROI when
there is no integration to when integration and exploitation of video
viewing data exists.
This comparison makes a compelling business case for integrating video
viewing data with Marketing Automation and CRM systems: those who
have done so are almost twice as likely to also report that their video
ROI is getting better.
22VIDEO VIEWING DATA INTEGRATION THE STATE OF VIDEO MARKETING 2017
The higher integration levels seen in this year’s study are reflected in the
way members of the sales team are using this data, which is summarized
in Figure 11.
Over two-thirds of study participants indicated that it is important for the
sales team to have access to customer and prospect video viewing data.
Figure 11 shows that sales team are getting value from using this data,
with an increase in all levels of use from 50 percent in 2016 to 61
percent this year. This usage is no doubt enabled by the higher levels of
integration shown in Figure 9.
Integrating video viewing data into sales and marketing systems has a
major effect on ROI.
Integration of Video Viewing Data & ROI
figure 10
20152014 2016 2017
Overall usage of video viewing data by the sale team is up year-to-year.
Sales Use of Viewing Data to Qualify, Engage or
Influence Deals
figure 11
To a great
extent
7%
6%
6%
6%
8%
11%
11%
10%
I don’t
know
To a slight
extent
18%
18%
23%
22%
To some
extent
21%
24%
36%
32%
To no
extent
34%
39%
37%
31%
Integration and
data exploitation
67%
No integration 31%
ROI of Video is Getting Better
24. 24PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
This year, the study continues to look at who is creating, or commis-
sioning the creation of video content, and where it is hosted.
Figure 12 shows the personas within the organizations that participated
in this study that are creating video.
With content marketing strategy and execution traditionally belonging to
marketing, these results are not surprising. The sales organization shows
the biggest year-to-year increase, and all functions represented show an
increase, with the exception of the internal communications team.
2016 2017
Marketing creates the lion’s share of video content.
Who is Creating Video
figure 12
Executive team HR teamInternal
communications team
Marketing team
90% 23% 17%
19%
15%
11% 11% 11%15%
15% 14%
9%
8%
86%
Support team OthersSales team
25. Figure 13 shows where organizations in the study are hosting and
managing their video content.
It’s easy to understand the allure of free platforms. But marketers need
to make decisions about where to host video based on more than cost.
They must also consider how various hosting platforms allow them to
best manage their brands and control the viewing experience. Marketers
need to fully understand the implications of their hosting choices.
25PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
The ease of producing quality video content has improved dramatically
over the life of this study. Not so long ago, the requisite skills and exper-
tise were often not found within many marketing departments. Today,
most organizations create video using a blend of internal and external
resources, such as agencies, studios, freelancers or contract employees.
Figure 14 shows this spectrum of resource usage for video creation.
Twice as many organizations create video entirely in-house as compared
to those that completely outsource it. Most organizations blend external
resources with internal ones to create their videos, and on average,
the division of responsibility is almost even, slightly favoring the use
of internal resources.
Free platform
External resources
for MOST
External resources ALL video creation
Even blend
internal and external
Business
platform
Internal resources
of MOST
Internal resources
for ALL video
creation
Both
55%
22%
7%
25%
24%
30%
16%
21%
More than half of study participants only host on free platforms.
Few organizations completely outsource video creation.
Video Hosting & Management Platforms Usage
Resources for Video Creation
figure 13
figure 14
26. Companies use and blend resources to create videos differently
depending on the size of the company. Table 5 shows these differences.
Small companies rely most heavily on internal resources, while large
companies rely most heavily on a blend of external and internal resources.
26PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
The features and functions available for use in creating marketing video
have expanded tremendously. For the first time, this study catalogs their
usage in Figure 15.
Video production resources by company size
table 5
Small
companies
(less than
$25 million
in annual
revenue)
Medium
companies
($25 to
$499 million
in annual
revenue)
Large
companies
($500 million
or more
in annual
revenue)
External
resources for
most or all
video creation
24% 35% 29%
Even blend
of internal
& external
resources
22% 15% 47%
Internal
resources for
most or all
video creation
54% 50% 24%
The majority do not use most of these functions with video.
% Reporting Video ROI is Much Better
figure 15
Video performance
analytics
59%
Access control for
private/secure content
Channel performance
analytics
Individual viewer
engagement
Centralized video content
management
Group or role-based
administration of content
Custom CTAs
at end of video
Synchronization of viewer
engagement data to Mktg
Automation or CRM
Interactive video content with
embedded forms or annotations
Video content
personalization
43%
42%
42%
40%
33%
31%
28%
26%
21%
27. Many of these features help shift the video viewing experience from a
passive to an active one, and as a later section of this report will discuss,
they help drive satisfaction with the use of video content. For clarity, some
of these features are defined in more detail below:
Video performance analytics: views, drop-off rate, etc.
Channel performance: views by channel
Individual viewer engagement: tracking views and engagement of
each individual
As ABM becomes a mainstream B2B marketing strategy, the use of video
to facilitate the strategy has doubled since last year’s study, growing
from 8 percent to 16 percent of organizations that are using video to
any degree with ABM. Those who plan to use video with ABM have also
nearly doubled in the past year.
27PRODUCING & HOSTING VIDEO CONTENT THE STATE OF VIDEO MARKETING 2017
2016 2017
Video usage and plans for usage with ABM have increased year-to-year.
Video Functionality Usage
figure 16
ABM with plans to
use video
Don’t use ABMABM with video in
minor role
ABM with video in
major role
11% 13% 16%
25%15%
44%
46%
3%
3% 4%1%
7% 6%
6%
ABM, but
no video
I don’t knowABM with video in
moderate role
In the 2016 study, participants were asked to share their usage status
of the Account-Based Marketing (ABM) strategy and, if they were using
ABM, the degree to which video content played a role. Figure 16 updates
this usage data for 2017.
29. 29VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2017
Marketing budgets reflect the organization’s priorities, and the way initiatives
are funded is perhaps the truest indicator of their perceived value. Figure 17
summarizes video content budget growth for all years of the study.
Video content budgets are increasing for over half of the study partic-
ipants, although not at the rate of previous years. However, the annual
volume of videos produced shown in Figure 2 is increasing, implying that
marketers are able to increase production without increasing costs.
20152014 2016 2017
Video content budgets are staying the same or growing for well over
90 percent of the organizations in this study.
Video Content Budget
figure 17
Significantly decreasing
0%
0%
1%
1%
2%
2%
4%
5% 6%
Significantly increasingStaying the same
28%
29%
37%
38%
16%
13%
20%
Slightly decreasing Slightly increasing
53%
49%
50%
46%
6%
56%
of companies in
study are decreasing
video content
budget in 2017
of companies in
study are increasing
video content
budget in 2017
30. Budgets, ROI, and conversion performance are all correlated. Figure 18
shows what this correlation looks like.
Though it is a bit of a chicken-and-egg dilemma to determine whether
higher funding for video content performance produces better ROI and
conversion performance, or if the ROI and conversion performance
make the business case for higher funding, it is most likely the latter
case. Whichever one is true, however, the link between budgets, ROI
and conversion performance is firmly established in the study data.
Higher video content marketing budgets are related to
better ROI and conversion.
Video Budgets and ROI, Conversion Performance
figure 18
% ROI is getting better % Conversions
performance is better
Budget flat or decreasing
Budget increasing
75%57%
63%27%
30VIDEO CONTENT BUDGET THE STATE OF VIDEO MARKETING 2017
32. Dissatisfied
Very dissatisfied
Neutral
Satisfied
Very satisfied
8%
2%
31%
55%
4%
This study has not looked at overall satisfaction with the results of video
marketing efforts until this year. Figure 19 shows how this year’s study
participants rated their satisfaction.
32SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017
Just 10 percent of study participants are dissatisfied
with the results of their video marketing efforts.
Satisfaction with Video Marketing Results
figure 19
10%
59%
of companies in study are
dissatisfied with video
marketing results
of companies in
study are satisfied or
very satisfied with video
marketing results
33. 33SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017
The use of certain kinds of metrics from Figure 8 to measure the effec-
tiveness of video content, also correlates to satisfaction. Figure 21 shows
this relationship.
The use of advanced metrics drives satisfaction significantly higher.
Satisfaction & Metrics Usage
figure 21
No metrics in use 29%
Basic metrics 57%
Intermediate
metrics
67%
Advanced
metrics
86%
% Satisfied or Very Satisfied
It is important to keep in mind that satisfaction is an outcome, and with
this data now part of the study, it became possible to identify some of the
drivers of satisfaction. One of the correlations to satisfaction is the annual
volume of videos produced by study participants. Figure 20 shows how
satisfaction increases with the volume of videos produced.
Satisfaction increases as video production volumes increase.
Satisfaction & Annual Video Production Volume
figure 20
Less than 5 33%
5 to 10 51%
11 to 50 68%
More than 50 72%
% Satisfied or Very Satisfied
34. The adoption of some of the features and functions shown in Figure 15
also correlate to higher satisfaction with video marketing results. Figure 22
shows the difference in satisfaction for these features/functions when they
are versus when they are not in use.
The use of any one of these video features/functions has the ability to
drive satisfaction with video marketing results higher. The satisfaction
gap between those who use them and those who do not is substantial,
averaging 29 percentage points.
34SATISFACTION WITH VIDEO MARKETING RESULTS THE STATE OF VIDEO MARKETING 2017
These video features/functions are major drivers
of higher satisfaction with video.
Satisfaction & Video Feature/Function Usage
figure 22
Interactive video
content w/ embedded
forms or annotations
50% 51%45%39% 39% 35%
71% 71% 71% 71%73%75%
Group or role-based
administration of content
Centralized video
content management
Video performance
analytics
Video content
personalization
Access control for
private/secure content
Satisfaction when using
Satisfaction when not using
36. As a content form, video remains as important as ever, and this
importance is reflected in increased usage, both in terms of volume
produced and places where video is used. This year’s study rein-
forces many of the best practices identified in past years, while
introducing some new ones. Marketers that want to leverage video
in the most effective way and produce the highest possible return
should implement the following recommendations:
Most marketers long ago recognized the potential and value
of video content. By implementing these recommendations,
marketers can take their video marketing efforts to the next level
of effectiveness.
36ANALYST BOTTOM LINE THE STATE OF VIDEO MARKETING 2017
Track advanced metrics. There’s no getting away from
the fact that advanced metrics are the only ones that
can accurately tell marketers the revenue impact any of
their content is having, and video is no exception. Views
by embed location, viewer drop-off rates, and attribution
to sales pipeline are all examples of advanced metrics
that marketers should track for video content. How can
marketers do this? See the next recommendation…
Integrate video viewing data. This integration facili-
tates the tracking of advanced metrics, and marketers
reported gains in the integration of viewing data with
Marketing Automation and/or CRM systems in this
year’s study. This is important because when this data
is stored in sales and marketing systems, the viewing
data becomes easy to access and use in order to gain
insights about leads in the pipeline.
Pump up the volume. Heavier users of video are
getting better ROI from their use and are more satis-
fied with the results they are getting. Greater video
volume seems to be better where marketing with this
content form is concerned. Marketers that have so
far just dipped their toes in the video marketing pool
should consider plunging in.
Use advanced features and functions. All of the
video marketing features and functions identified in
Figure 15 have benefits, and many of them also drive
higher satisfaction. Marketers need to make the inclu-
sion of these features and functions a standard part
of their production process. Many of these feature
and functions are only available through the use of a
video platform for business.
Analyst Bottom Line
37. Acknowledgements
37ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2017
Vidyard is the video platform for business that helps organiza-
tions drive more revenue through the use of online video. Going
beyond video hosting and management, Vidyard helps busi-
nesses drive greater engagement in their video content, track
the viewing activities of each individual viewer, and turn those
views into action. Global leaders such as Honeywell, McKesson,
Lenovo, LinkedIn, Citibank, MongoDB and Sharp rely on Vidyard
to power their video content strategies and turn viewers into
customers.
Demand Metric is a marketing research and advisory firm serving
a membership community of over 100,000 marketing profes-
sionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and 500+
premium marketing tools and templates, Demand Metric
resources and expertise help the marketing community plan
more efficiently and effectively, answer the difficult questions
about their work with authority and conviction, and complete
marketing projects more quickly and with greater confidence —
thus boosting the respect of the marketing team and making it
easier to justify resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com
38. Appendix: Survey Background
38ACKNOWLEDGEMENTS THE STATE OF VIDEO MARKETING 2017
This 2017 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of October 5 through
October 28, 2017. During this period, 159 complete responses were collected and used in the analysis of the data for this report.
The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for
comparison or guidance.
Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:
Type of organization:
Mostly or entirely B2B 57 percent
Mostly or entirely B2C 15 percent
Blend of B2B/B2C 28 percent
Primary role of respondent:
President, CEO or owner 7 percent
Marketing 75 percent
Sales 5 percent
IT 6 percent
Other 7 percent
Annual sales:
Less than $10 million 32 percent
$10 to $24 million 16 percent
$25 to $99 million 16 percent
$100 to $499 million 14 percent
$500 to $999 million 5 percent
$1 billion or more 16 percent
Revenue growth environment in most recent fiscal year:
Significant increase 21 percent
Modest increase 51 percent
Flat 17 percent
Modest decline 10 percent
Significant decline 1 percent