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Video Marketing Maturity Model

Our Video Marketing Maturity Model was designed to help organizations by providing a road-map for improving their video marketing efforts and capabilities.

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Video Marketing Maturity Model

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  1. VIDEO MARKETING Maturity Model STAGE 4- World-Class STAGE 3 -Mature STAGE 2 - Progressive STAGE1 - Undefined Video Marketing Defined, integrated strategy for Video Marketing exists across an Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Defined, integrated strategy and processes exist for Video Marketing across an Enterprise Defined strategy and processes exist for Video Marketing in uncoordinated pockets in organization No defined strategy or process for Video Marketing Orientation Views video as strategic function; Fully funds; Organization integrates rich media content (social, mobile, video) Long term commitment; Willing partici- pant; Resources for growth Views video as new marketing oppor- tunity; Experimenting; Willing to fund test projects Leadership Skeptical of value of Video Marketing; Does not use Budget connected to video goals; Organization aligned for maximum social impact Budget & Staff Budget with business case to justify spend; Dedicated internal point person for Video Marketing Budget allocated; Defined roles & responsibilities for Video Marketing No budget exists; Spending & staffing is ad hoc Expects all stages of Deployment Life- cycle are working properly; Focuses on Enterprise-level integrations & analytics for sales cycle optimization Expects hosting, sharing and manage- ment capabilities; Focuses on developing optimization, monetization and deeper analytics for video success Focuses on hosting & streaming and video distribution & sharing capabili- ties; Utilizes content management & basic analytics to improve marketing activities Development Focus on video hosting & streaming; Uses basic functions to upload, down- load, view and process video files Focus

  2. VIDEO MARKETING Maturity Model Video STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 -Mature STAGE 4- World-Class Marketing Comprehensive solution for video management and optimization; Moni- tors and manages video campaigns; Tracks content usage on all devices Platform enriches program; Features include multi-level access controls, enhanced optimization and metadata categorization for easy searching Platform features, such as in-video calls-to-action and video player customization, enhance a Video Marketing program Video library available with options to create metadata; Videos can be added to playlists for a rudimentary organization of video content Content Management Platform is aligned and optimized with customer engagement activities; Video content matches buyer personas & touchpoints in the sales cycle Utilizes platform and analytics to engage users; Platform is integrated with other systems to share analytics among depart- ments for customer interaction Engages users on a basic level through free video apps, channels and Social Media networks; No strategy in place for utilizing video to engage customers Has aligned video initiatives with customer engagement; Established buyer personas; Actively pursuing ways to better use video for customers Customer Engagement Platform in place that provides full monetization through ad creation & placement, ads, video channel subscriptions and reseller engagement Focused on monetization; Has a platform and processes in place to generate revenue from videos Focused on video performance; Generating revenue on videos is an afterthought and occurs sporadically Monetization Focused on video performance; Video revenue is not a priority Analytics provide social sentiment analysis, real-time performance tracking and data on the ROI of each video asset Video analytics integrated with CRM & MA systems to provide lead-specific viewing history and behaviors for the sales cycle Analytics to monitor and track video performance and conversions; May be tracking usage on multiple devices Tracks viewer activity and level of engagement as well as the overall popu- larity of video content. Metrics Want to rate your organization’s Video Marketing maturity with an interactive tool? Download our Video Marketing Maturity Assessment and get started today! V I E W R E S O U R C E

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