Video Marketing Maturity Model

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

2. VIDEO MARKETING Maturity Model Content Management Customer Engagement Monetization Metrics 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 Video library available with options to create metadata; Videos can be added to playlists for a rudimentary organization of video content Focused on video performance; Video revenue is not a priority Tracks viewer activity and level of engagement as well as the overall popu- larity of video content. Focused on video performance; Generating revenue on videos is an afterthought and occurs sporadically Analytics to monitor and track video performance and conversions; May be tracking usage on multiple devices Focused on monetization; Has a platform and processes in place to generate revenue from videos Video analytics integrated with CRM & MA systems to provide lead-specific viewing history and behaviors for the sales cycle Platform in place that provides full monetization through ad creation & placement, ads, video channel subscriptions and reseller engagement Analytics provide social sentiment analysis, real-time performance tracking and data on the ROI of each video asset Has aligned video initiatives with customer engagement; Established buyer personas; Actively pursuing ways to better use video for customers Platform features, such as in-video calls-to-action and video player customization, enhance a Video Marketing program Utilizes platform and analytics to engage users; Platform is integrated with other systems to share analytics among depart- ments for customer interaction Platform enriches program; Features include multi-level access controls, enhanced optimization and metadata categorization for easy searching Platform is aligned and optimized with customer engagement activities; Video content matches buyer personas & touchpoints in the sales cycle Comprehensive solution for video management and optimization; Moni- tors and manages video campaigns; Tracks content usage on all devices STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Video Marketing VIDEO MARKETING Maturity Model Content Management Customer Engagement Monetization Metrics 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 Video library available with options to create metadata; Videos can be added to playlists for a rudimentary organization of video content Focused on video performance; Video revenue is not a priority Tracks viewer activity and level of engagement as well as the overall popu- larity of video content. Focused on video performance; Generating revenue on videos is an afterthought and occurs sporadically Analytics to monitor and track video performance and conversions; May be tracking usage on multiple devices Focused on monetization; Has a platform and processes in place to generate revenue from videos Video analytics integrated with CRM & MA systems to provide lead-specific viewing history and behaviors for the sales cycle Platform in place that provides full monetization through ad creation & placement, ads, video channel subscriptions and reseller engagement Analytics provide social sentiment analysis, real-time performance tracking and data on the ROI of each video asset Has aligned video initiatives with customer engagement; Established buyer personas; Actively pursuing ways to better use video for customers Platform features, such as in-video calls-to-action and video player customization, enhance a Video Marketing program Utilizes platform and analytics to engage users; Platform is integrated with other systems to share analytics among depart- ments for customer interaction Platform enriches program; Features include multi-level access controls, enhanced optimization and metadata categorization for easy searching Platform is aligned and optimized with customer engagement activities; Video content matches buyer personas & touchpoints in the sales cycle Comprehensive solution for video management and optimization; Moni- tors and manages video campaigns; Tracks content usage on all devices STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Video Marketing