Session 16
DMS301m – Digital Marketing
Strategy
Learning Objectives
• Understand what is online video marketing, its categories and step
by step production.
• Employ strategic decisions about when and how to implement
online video marketing.
2
Table of Content
• Overview
1
• Online Video Marketing: Content, Ads,
2 Campaigns, & Process
• Online Video Marketing: New Strategies
3 and Other Considerations
• Class Discussion and Summary
4
3
Overview
This module: engage and
Last module: discover and grow your consumer base.
reach target consumers:
Through content and social
By digital strategies: strategies:
- online advertising
- Online video (content
- search optimization
marketing)
- CRM and marketing
- Buzz and influencer
automation marketing (social media
strategy)
4
Table of Content
• Overview
1
• Online Video Marketing: Content, Ads,
2 Campaigns, & Process
• Online Video Marketing: New Strategies
3 and Other Considerations
• Class Discussion and Summary
4
5
Online Video Marketing: Content,
Ads, Campaigns, & Process (1)
• Online videos offer a rich and • While the viewers may spend
engaging experience for users. hours browsing and viewing
• The online video universe is online videos, they are
astronomical in size compared impatient and can be easily
to traditional TV. distracted.
• The format and length of online
videos and the supporting • The audience for online videos
technologies behind them vary is global. Companies face
drastically from platform to
viewers from all over the
platform and device to device.
world.
6
Online Video Marketing: Content,
Ads, Campaigns, & Process (2)
It is important to think about how to get your videos
discovered and shared early in the planning process:
– post your videos on your own social media page?
– post them on YouTube?
– engage social media influencers to widely share your videos?
– rely on search engine optimization techniques to promote the
videos?
– How does your online video campaign strategy align with your
marketing objectives?
7
Online Video Marketing: Content,
Ads, Campaigns, & Process (3)
Making strategic decisions about when and how to
implement online video marketing requires a deep
understanding of:
– your product
– the market
– your brand
– your business cycle
– your target audience
– all related technological issues.
8
Online Video Marketing: Content,
Ads, Campaigns, & Process (4)
Let's take a closer look at the two broad categories of online
video marketing: video content and video ads.
– Video content may include how to guides or tutorials,
video presentations, educational lectures, entertainment,
conference talks, industry updates, and product reviews
and updates.
– Video ads, on the other hand, are paid advertisements
that are filmed and formatted for online use.
9
Online Video Marketing: Content,
Ads, Campaigns, & Process (5)
• The goal of a viral marketing
campaign is to widely
disseminate marketing content
through sharing and liking.
• The advantage of viral marketing
is that it can organically build
tremendous momentum for your
campaign at a relatively small
cost.
10
Online Video Marketing: Content,
Ads, Campaigns, & Process (6)
Let's now take a step-by-step look at online video production.
1. First, it is critically important to identify your audience,
what do they want and need?
2. Once you know who you're producing the video for, it is
time to develop the central concept and a core message.
3. Once you lock on a concept, you then need to develop a
script and a storyboard.
4. Once you create the content, there's still additional
considerations, where do you want to host, or post, a
video?
11
Table of Content
• Overview
1
• Online Video Marketing: Content, Ads,
2 Campaigns, & Process
• Online Video Marketing: New Strategies
3 and Other Considerations
• Class Discussion and Summary
4
12
Online Video Marketing: New
Strategies and Other Considerations (1)
• You need to make sure you have a machine-readable video
title for the search engines to properly tag and archive your
video.
– You should include tags with keywords and comments.
– We are witnessing a major shift in online video marketing and from
pre-produced video content to live streaming: Facebook Live
13
Online Video Marketing: New
Strategies and Other Considerations (2)
• More and more brands are leveraging the power of the social
media based and shared content to:
– raise awareness
– drive engagement
– and build brand loyalty.
14
Online Video Marketing: New
Strategies and Other Considerations (3)
Once your online video is published, you must track its
performance.
YouTube Social media Paid online Paid In-search
video ads promotions and in-
(preroll or in- on YouTube display ads
stream)
Views engagement CPM, CPC, or watches 30- pay per click
geographically and sharing CPA pricing seconds or
How long it more of your
takes to gain video
popularity
15
Online Video Marketing: New
Strategies and Other Considerations (4)
• You must balance between achieving your goals and not
upsetting the users.
16
Table of Content
• Overview
1
• Online Video Marketing: Content, Ads,
2 Campaigns, & Process
• Online Video Marketing: New Strategies
3 and Other Considerations
• Class Discussion and Summary
4
17
Lesson Summary
• Online videos offer a rich and engaging experience for
users.
• Search optimization becomes a key consideration for your
online video
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