Yesterday, Steve Rotter, VP of digital marketing solutions at Brightcove, co-presented a Direct Marketing News webcast with Brightcove customer David Boyll, director of digital media technology for Oracle Brand Marketing. David spoke about how Oracle is taking advantage of video to not only build the Oracle brand and foster customer goodwill, but also to help internal stakeholders to communicate their big ideas visually to their target audiences.
Given Oracle’s stature as a premier, B2B cloud computing technology provider as well as its exemplary integration of video into its marketing strategy, we were eager to share some of David’s digital marketing expertise and insight with our Brightcove Blog community. We sat down with David for a Q&A session about both his current video strategy and video "wish list" for the future. Without further ado, here is David's perspective:
Q: How do you see video evolving in conjunction with broader sales and marketing trends?
A: It's a really interesting time. In the context of purchasing decisions, we're seeing that entire journey take place on the Web. Whether a prospect is searching for an enterprise resource planning system, human capital management tools, databases--and the list goes on--they can see it, try it and buy it all online. It is no longer the case that the company website is simply a brochure and the rest of the selling is left to the sales organization. On the contrary, people want as much information upfront as possible. Sometimes, they're making their buying decisions before even contacting sales. This is where the power of video comes into play--from an educational and awareness perspective, but also as a tremendous selling tool.
Q: When you think about your video strategy in 2013 and beyond, what are the areas you are placing the most emphasis on?
A: There are two major categories where we are placing tremendous attention. The first is shifting complexity and processes to the cloud, and leveraging the cloud for scale. Of course, this makes sense in light of our relationship with Brightcove. But the other major bucket where we are placing time and energy is data collection and marketing automation as they relate to video. In essence, we're focused on applying traditional marketing practices and data collection efforts to marketing with video.
Q: So this brings up the question of measurement and ROI. How do you establish and define return on investment for video?
A: We're in an era when video is no longer viewed with a "just get it out there" mentality. We want more than just eyeballs and clicks. We need quantifiable pipeline contributions from all marketing assets, including video. For example, our video portal really drives audience engagement and our player calls to action drive conversion.
Q: And how do you determine whether or not video ROI has been achieved?
A: In all honesty, it varies. There are as broad of an array of business goals for video as there are marketing initiatives. So, video ROI really depends upon individual goals and objectives for each specific piece of content. For instance, if a video is supporting the needs of a conference planner, then success is measured by demand generation related to event registrations. If the video has been created for campaign or sales purposes, then the number of qualified leads derived from the video matters. If the product marketing team is leveraging video, then perhaps they’re more concerned with pageviews and general awareness. Essentially, ROI is two-fold: awareness and views from a brand perspective, and feeding the sales funnel on the business front.
Q: As director of digital media technology, how do you ensure video success and ROI?
A: It is important to learn from your mistakes, which is why measurement and analytics is so critical. Once you've been at the video game long enough, it's vital that the video content you create is "on point"--from the very beginning. If you're off-message or have misinterpreted your audience on your first attempt, that's a “fail.” And, there's no excuse for souring your audience's impression of your brand when you're investing heavily to produce and distribute compelling, high-quality video.
Q: In your view, how does video affect SEO?
A: SEO is table stakes for Web marketing today. We cannot rely on organic discovery alone. Content needs to be "crawlable" by all of the major search engines. This means you need to publish consistent, complete metadata. All of the “meta” information associated with your video enables those Web crawlers and search engines to find and present relevant relationships to your video content with other content on the Internet. Video matters to SEO.
Thanks to David Boyll for participating in the webinar, and offering some helpful perspective on the current video marketing landscape. You can follow David on Twitter at @dboyll.