Trends Report

Take This Four-Step Approach To Branded Video

Online Video Is Powerful But Only When A Clear Strategy Precedes Production Decisions

May 6th, 2016
RS
Ryan Skinner
With contributors:
Brigitte Majewski , Carlton Doty , Kasia Madej , Laura Glazer

Summary

Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it comes to content, video content is nonpareil for its power to drive attention and create emotional connections. Tapping this wellspring means making expensive and risky decisions about video production with dozens of potential partners including their agency, media partners, influencers, and multichannel networks (MCNs) offering strategic — often self-interested — advice. This report gives B2C marketers a four-part framework to guide potentially expensive video production decisions in a way that delivers on the broader marketing strategy.

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