Our Video Marketing Maturity Model is designed to help organizations improve their video marketing capabilities by providing a defined road-map. The model provides 4 stages of organizational maturity, which are: - Undefined - Progressive - Mature - World-Class Additionally, it evaluates 8 components of Video Marketing, as follows: - Orientation - Leadership - Budget & Staff - Development Focus - Content Management - Customer Engagement - Monetization - Metrics To obtain this document, visit us at http://www.demandmetric.com/register

1. Video
Marketing
Stage 1:
Undefined
Stage 2:
Progressive
Stage 3:
Mature
Stage 4:
World-Class
Orientation
No defined strategy or
process for Video
Marketing
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 opportunity;
Experimenting; Willing to
fund test projects
Long term commitment;
Willing participant;
Resources for growth
Views video as strategic
function; Fully funds;
Organization integrates
rich media content (social,
mobile, video)
Budget & Staff
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
Development
Focus
Focus on video hosting &
streaming; Uses basic
functions to upload,
download, view and
process video files
Focuses on hosting &
streaming and video
distribution & sharing
capabilities; Utilizes
content management &
basic analytics to improve
marketing activities
Expects hosting, sharing
and management
capabilities; Focuses on
developing optimization,
monetization and deeper
analytics for video success
Expects all stages of
Deployment Lifecycle are
working properly; Focuses
on Enterprise-level
integrations & analytics for
sales cycle optimization
Content
Management
Video library available with
options to create metadata;
Videos can be added to
playlists for a rudimentary
organization of video
content
Platform features, such as
in-video calls-to-action and
video player customization,
enhance a Video
Marketing program
Platform enriches program;
Features include multi-
level access controls,
enhanced optimization and
metadata categorization for
easy searching
Comprehensive solution
for video management and
optimization; Monitors and
manages video
campaigns; Tracks content
usage on all devices
Customer
Engagement
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
Has aligned video
initiatives with customer
engagement; Established
buyer personas; Actively
pursuing ways to better
use video for customers
Utilizes platform and
analytics to engage users;
Platform is integrated with
other systems to share
analytics among
departments for customer
interaction
Platform is aligned and
optimized with customer
engagement activities;
Video content matches
buyer personas &
touchpoints in the sales
cycle
Monetization
Focused on video
performance; Video
revenue is not a priority
Focused on video
performance; Generating
revenue on videos is an
afterthought and occurs
sporadically
Focused on monetization;
Has a platform and
processes in place to
generate revenue from
videos
Platform in place that
provides full monetization
through ad creation &
placement, ads, video
channel subscriptions and
reseller engagement
Metrics
Tracks viewer activity and
level of engagement as
well as the overall
popularity of video content.
Analytics to monitor and
track video performance
and conversions; May be
tracking usage on multiple
devices
Video analytics integrated
with CRM & MA systems to
provide lead-specific
viewing history and
behaviors for the sales
cycle
Analytics provide social
sentiment analysis, real-
time performance tracking
and data on the ROI of
each video asset
Video Marketing Maturity Model