Video and Marketing Automation - Why is it so hard?
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A presentation I did at the SF Video Tech meetup in July 2015. This presentation focuses on integrating Marketing Automation with video platforms and proposes mechanisms to standardize these integrations.
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Video and Marketing Automation - Why is it so hard?
- 1. Video & Marketing Automation: Why is it So Hard? July 28th, 2015
- 2. Marketing Automation is the “Hot” Sector Global Marketing Automation Vendor Revenue ($BN) B2B Marketing Acquisition Activity by Leading Technology Incumbents Marketing automation vendor revenues are expected to reach $5.5 billion in 2019, representing 8.55% CAGR from 2014 $3.0 $3.5 $4.0 $4.5 $5.0 $5.5 $6.0 2014 2015 2016 2017 2018 2019 Source: MarketsandMarkets $3.65 $5.50 $270MM $1.6BN $95MM $2.5BN $600MM$872MM Video Marketing Automation: Why is it So Hard?
- 3. Marketing Automation is the “Hot” Sector Video Marketing Automation: Why is it So Hard? “We see only about 3 percent penetration in non-technology midmarket companies. And the high-end of the market — above $500 million in annual revenue — is only about 20 percent penetrated.” Act-On CEO Raghu Raghavan 2014
- 4. What is Marketing Automation? Video Marketing Automation: Why is it So Hard? The “Academic Definition”: Automates small tasks Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. - Wikipedia
- 5. What is Marketing Automation? Video Marketing Automation: Why is it So Hard? The “Market’s” Own Definition: Best Thing Since Jesus
- 6. What is Marketing Automation? Marketing Automation Analytics Event Store Email Landing Pages Form ConversionReporting Rule-Based Automation Video Marketing Automation: Why is it So Hard? The “Technical Definition” -> Hodge Podge of Tools
- 7. What Does Video Have to Do With Marketing Automation? Video converts. Until now, we just didn’t know how much. THEN YouTube Play Count Metrics Video Marketing Automation: Why is it So Hard?
- 8. What Does Video Have to Do With Marketing Automation? Video converts. Until now, we just didn’t know how much. THEN: PLAY COUNT NOW: DRIVE ACTION YouTube Play Count Metrics VIEWER Video Marketing Automation: Why is it So Hard? OUTCOME
- 9. Convergence of Video And Marketing Automation: A History SMB/Self Serve SMB/Medium Enterprise SMB/Medium Enterprise SMB/Self Serve Medium – Large Enterprise Medium – Large Enterprise 2006 20152007 2008 2009 2010 20122011 2013 2014 Video Marketing Automation: Why is it So Hard?
- 10. Vendors: Many More Than One Would Expect Enterprise Mid-SizeMicro/Small Enterprise at Local Level Video Marketing Automation: Why is it So Hard?
- 11. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Two Approaches: 1) Bespoke 2) Standardize
- 12. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Two Approaches: 1) Bespoke - PAIN 2) Standardize
- 13. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Two Approaches: 1) Bespoke - PAIN 2) Standardize - PATTERNS
- 14. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Pattern Recognition 1) Form / new contact 2) Activities 3) Embed / player constructor 4) Page tracking
- 15. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Solution:
- 16. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Solution: “Parameterized Integrations” 1) Form / new contact 2) Activities 3) Embed / player constructor 4) Page tracking
- 17. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard?
- 18. How to Combine MAP and Video? Video Marketing Automation: Why is it So Hard? Parameterized Integrations: - *Form (Vidcaster hosted, NOT MAP) - *Page tracking (Vidcaster hosted, NOT MAP) - Parameterized events (Vidcaster player event router) - *Back-end asynch - *Front-end *API wrappers to define new integrations
- 19. What Does Future Hold for Marketing Automation? Final thoughts Market Automation Penetration by Segment Segment Micro Small Mid-size Large Annual Revenue <$5 million $5 - $20 Million $20 - $500 Million $500+ Million Clients 31,000 12,000 9,000 3,000 % of Clients 57% 22% 16% 5% Companies 1,000,000 220,000 90,000 5,000 Penetration (%) 3% 5% 10% 60% 1) What does the future hold? What does the market need? 2) MAP has only 3% penetration for non-tech companies. But this is bigger than MAP. This is ID, EVENTS, GOALS. 3) Think of this as the era BEFORE ad standardization – (before leaderboard / medium rectangle; before VAST for video) 4) This is still wild west and silos are big 5) The walls will come down 6) Vendors are falling very short on this 7) The most open platform will win: WHO WILL THIS BE? Video Marketing Automation: Why is it So Hard?