Video Marketing Strategies

Video marketing is definitely an important part of the promotion channel that we use today.  An increasing amount of companies are choosing to promote products/services by way of video, video marketing plays a big part in the buying consideration process and is an extremely useful tool to demonstrate products features and attributes. Videos also give companies the chance to bond with consumers on a more intimate and engaging level. 

There are 4 important elements to the video marketing strategy:

Publishing- this is the element that provides compelling stories, and reminds marketers that no matter how creative they are the content still needs to be relevant to their target market.

Optimising – making sure that the video is easily searched and shared.

Promoting- Companies promote on their channels as well as other publishers channel, basically trying to encompass all channel relevant to a company’s target audience.

Analysing- Reviewing stats to measure the success of the strategy 

In regards to publishing, it is very important that your video has a direct message that relates with your consumers, the main point of the video is to relay facts to the consumer by way of telling a story. Also creativity is very important in the publishing element, you must make it interesting to watch and capture the attention of your audience, and last but certainly not least you must call the audience to action. Let’s take a look at a company that has creative commercials that work well with they’re, not so ordinary, target audience.

So you see in these videos that these commercials have a captured their audience’s attention by way of humor, inspiration and usually an extreme situation that happens that keeps you watching. Also Mountain Dew almost always uses celebrities that consumers can relate to and also that are differentiated from their peers by lifestyle values or actions. Then at the end it calls the consumer to action by saying, “Do The Dew” this reminds the audience that this is a Mountain Dew commercial keeps the brand in their head.

To complete the optimizing element of the marketing strategy you as a marketer, you must do research on things like, keywords most commonly used by target audience, and incorporate this into you video so that when consumers search for things they like your video is the first to come up.

Moving on to the Promotion stage, once you have created your video, edited it, and created a title, you must promote your video. Mountain Dew does a good job of this they have, of course, a website that also supports their promotions.  Also they have a YouTube channel specifically designed for the video commercials (http://www.youtube.com/user/MountainDew?feature=relchannel). All new promotions are featured on Mountain Dew’s Twitter as well as Facebook. It is safe to say that Mountain Dew is no stranger to the fact that social media is one of the most powerful promotion tools, taking word of mouth to a new level; they pass the social media challenge with flying colors.

Of course at the end of the day we as marketers love to see what effect all our hard work has on our audience. So naturally the final stage of the Video Promotion Strategy would be the evaluation stage. Because this is done on line it makes it rather easy to collect data from our different channels in operation. Let continue with analysing mountain Dew. A quick example of one of the ways they can very easily see the result of their work on their YouTube Channel it has stats at the top and all through the videos of 1. How many subscribers 2.how many views and 3.At which point each consumer join their channel.  These numbers can make a substantial difference when predicting how consumer responded to advertisement as well as predicting future behaviour. This is a look at how companies must take into consideration all aspects of the marketing strategy when promoting by way of video, to capture and invite their target market.