Posted byJoshua Duhl
A recent study released by eMarketer indicates that consumer products companies are turning to online video as a “tent pole” of their digital marketing strategies.
The summary of the study, postedhere, is indicative of the growing trend of the use of video across not just the CPG segment and retail in general, but across a growing number of industries including all segments of manufacturing, banking, high-technology, hospitality and franchising.
As the article points out, “digital video content, whether delivered through a computer, mobile phone, handheld device or TV monitor, has the potential to ignite two-way conversations between consumers and brands.”
The challenge for companies is to manage the video creation and distribution processes effectively such that they support multi-channel marketing campaigns and in some cases, regional variations. Media asset management (MAM) can help here. A MAM system supports marketing teams who want to work with video. Beyond simple management of video files, a MAM system should provide easy to use rough cut editing of videos, review and approval workflows, automated creation of appropriate versions of video files appropriate for web, broadcast, mobile and YouTube use, and automated distribution of the final video files to designated web sites, FTP sites and outlets. A MAM let’s marketing organizations work more easily with rough cut and final approved video.
What’s your company doing with video? How is it using it to market to or educate your customers? Are you considering MAM for your organization?