This document provides a comprehensive analysis of video marketing, highlighting its definition, benefits, deployment lifecycle, and vendor selection criteria. It outlines how video marketing enhances content marketing efforts, increases user engagement, improves SEO, and generates qualified leads, ultimately contributing to brand awareness and revenue generation. The study is part of a larger series on digital marketing, tailored to equip marketers with effective strategies and tools.

1. Video Marketing:
Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
By: Kristen Maida, Senior Research Analyst
With: Phi Schmidt, Senior Research Analyst and Clare Price, VP Research
June 2014

2. 3
4
6
7
11
13
Executive Summary
What is Video Marketing?
Benefits of Video Marketing
Video Marketing Deployment Lifecycle
Vendor Selection Criteria
Video Marketing Solutions Landscape
21
22
23
Analyst Bottom Line
About the Research Analysts
Our Solution Study Methodology
17
19
Video Marketing Maturity Model
Action Plan
Table of Contents
24 About Demand Metric

3. EXECUTIVE SUMMARY
3© 2014 Demand Metric Research Corporation. All Rights Reserved.
It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing 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 channels, such as direct mail and print advertising).
In our Digital Marketing Solution Study Series, we examine ten digital marketing components and offer independent reports for six of these. In
this report, we will focus on the growing practice area of Video Marketing and cover the following sections:
 A Definition of Video Marketing
 The Benefits of Video Marketing
 Video Marketing Deployment Lifecycle
 Vendor Selection Criteria
 Video Marketing Solutions Landscape
 Video Marketing Maturity Model
 Action Plan & Toolkit
Video Marketing: Insights, Landscape & Vendor Analysis

4. 4
At Demand Metric, we define Video Marketing as the
strategies, processes and technologies employed by an
organization to generate interest in their brand, company and
products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice
and/or entertainment to their target audience. These videos include
a powerful combination of elements – audio, cast/speaker(s),
images, graphics and text – that are exceptionally appealing and
effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including
program planning, the alignment of target audience & video
content, video production, content distribution, video optimization
& monetization and program analysis.
The main goals of a Video Marketing program are to develop
brand awareness, to provide attention-grabbing content for
clients & prospects and to generate qualified, captivated leads.
WHAT IS VIDEO MARKETING?
Video Marketing: Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Inherently, video is a form of content used to enhance the overall
customer experience. While the demand for video among
Internet users has created the need for a specialized Video
Marketing focus, it remains part of the broader Content
Marketing practice area. Learn more about Demand Metric’s
approach to Video Marketing and how it supports Content
Marketing with our Video Marketing Plan Methodology and our
How-To Guide: Enhancing Content with Video Marketing.
Role in Digital Marketing
Stemming from the larger umbrella of Content Marketing, Video
Marketing has become an integral part of the overall digital
experience. Video Marketing’s role in the digital landscape can be
seen in our Digital Marketing Framework (Figure 2).
Video Marketing processes and technologies are used primarily by
Content Marketing. However, several other roles contribute to video
content, including Strategic Communications, Demand Generation,
Community, Social Media and Customer Experience.

5. TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Community & Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
WCM
Mobile Development Platforms
Video Production Platforms
Customer Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Figure 2: Digital Marketing Framework
Video Marketing: Insights, Landscape & Vendor Analysis

6. As discussed earlier, videos are a powerful combination of elements.
When implemented properly, these elements work together to
produce a wide array of benefits for any organization, including:
 Augments Content Marketing Initiatives – Video falls under
the unified umbrella of Content Marketing. Although Video
Marketing has taken on its own persona, ultimately, it
supplements content initiatives with a highly effective medium.
 Provides Collateral for Social Media Marketing – Once
videos have been produced, they are powerful tools that should
be shared on all of an organization’s Social Media channels.
Video has become one of the most highly shared content
formats on the Internet, especially on Social Media networks.
 Increases User Engagement – By choosing to “play” a video,
a viewer is already showing interest in your product/service.
With video, viewers have the option of actively choosing content
rather than just passively receiving content via email, ads, etc.
 Produces Realistic Customer Experiences – For those
organizations that have little in-person contact with their clients,
video provides a platform for organizations to show the faces of
the organization and personalize communication to specific
buyer segments. In comparison to other content formats, video
content allows organizations to gain a manufactured face-to-face
interaction that allows them to connect personally with clients.
 Generates Engaged and Qualified Leads – When video
content is strategically planned, produced and distributed for a
particular audience, it is more likely to generate prospects that are
invested in your message. One-minute of relevant, engaging
video content can be very powerful to the right audience and
increase the likelihood of a viewer following a call-to-action.
 Enhances Brand Identity – Gaining an audience for your
videos, will improve viewers’ connection between your brand and
the message you are providing in the video. For this reason, it is
important to create a clear, relevant story that highlights the most
appealing attributes of your organization.
BENEFITS OF VIDEO MARKETING
Video Marketing: Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved. 6

7.  Improves SEO Efforts – According to Demand Metric’s Chief
Analyst, Jerry Rackley, “Marketers should keep in mind that
search engines will index properly tagged videos very well, and
they often include an attention-grabbing thumbnail pane in the
search results page.” Consequently, the more videos your
program produces, the higher your SEO rankings will become.
 Creates Revenue – Some organizations choose to make their
videos fee-based, which would certainly provide more revenue, if
presented properly. However, even organizations that open video
content to everyone should expect a hike in revenue due to the
other projected benefits listed above. A strategic plan for the
production and distribution of a video marketing program will,
eventually, help generate revenue.
Complete Demand Metric’s Video Marketing Strategy Scorecard to
include these key benefits as the ultimate goals and objectives for
your Video Marketing program.
© 2014 Demand Metric Research Corporation. All Rights Reserved. 6
Video Marketing: Insights, Landscape & Vendor Analysis
Download
Figure 1: Video Marketing Strategy Scorecard

8. ABOUT THE RESEARCH ANALYSTS
Kristen Maida, Senior Research Analyst – Demand Metric
Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of
the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid
growth. Her specialties include: social media marketing, digital marketing, content marketing & management and
business process development.
Phi Schmidt, Senior Research Analyst – Demand Metric
Phi R. Schmidt has an award-winning background in music, sound and visual effects, and draws upon his experience
working on feature films such as '300', and commercial clients like 'Ford' and 'Toyota'. Phi is an expert in video
production and online marketing, and is a Senior Research Analyst at Demand Metric.
Video Marketing: Insights, Landscape & Vendor Analysis
Clare Price, VP Research– Demand Metric
Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing,
content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped
build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and
Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship
development, content and digital marketing strategy, sales enablement and social media marketing.

9. OUR SOLUTION STUDY METHODOLOGY
© 2014 Demand Metric Research Corporation. All Rights Reserved. 23
The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products
appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that
they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients
for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to
provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the
best vendor for their organization.
Our Digital Marketing series includes Solution Studies on:
 Social Media Marketing
 Mobile Marketing
 Content Marketing
We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.
 Video Marketing
 Public Relations
Video Marketing: Insights, Landscape & Vendor Analysis

10. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals,
CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies,
training, and a library of 500+ tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and
making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
TO LEARN MORE ABOUT DEMAND METRIC
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