How video is being used by Marketing departments

Video Post Production Services in Melbourne

The role of marketing managers is no longer limited to managing just marketing resources and activities. The influence and importance of digital communications across all of an organisation’s activities often means marketing managers are called on to supply communications solutions for everything from sales and marketing, to training, HR and even investor relations. Increasingly, the solution required is video based. Marketing managers are now looking for ways to utilise both professionally produced and user generated video, while maintaining the integrity of a brand or corporate identity. To achieve this, marketing managers need to build relationships with highly skilled, professional and technically advanced post-production facilities like Promoscape.

Investor relations

For marketers tasked with investor relations, investor videos enable a company to tell a richer story while promoting a spirit of transparency that today’s investors require. Videos are used in everything from investor days to research conferences, investor relations’ websites and as go-to links from e-mails. Video also provides an opportunity to create emotive messages about an organisation's rich history and vision for the future, in a manner that is both emotive and memorable.


Marketers are using corporate and brand video’s on their enterprise intranets to communicate key corporate and brand messages. Video has been found to be especially helpful when dealing with multiple sites, branches and locations. Video is used on intranets for distributor and supplier networks to help educate on product and service innovations. They're also used to record events and launches and make them available to the organisation at large via intranets. And this is just the beginning. Video is even used as a tool to help staff understand how to use intranets.

Sales and marketing

It is hard to imagine any sales and marketing strategy nowadays that doesn’t include video. 81% of senior marketing executives now use online video content in their marketing programs. Online video production will account for more than a third of all online advertising spending within the next five years. Video is where your customers spend their time. Video is easily and frequently shared. Video is easily searchable. Recent research indicates that customers who viewed video were almost twice as likely to purchase than viewers who did not. Online video now accounts for 50% of all mobile traffic. Video is now a must for any sales and marketing strategy.

Lobbying & advocacy

From time to time part of the role of marketing departments is to help drive lobbying activity. Video is effective because it is so emotive and memorable and can deliver powerful messages and provide perspectives on complex issues better than any other medium. Video is also, sharable, searchable and has the capacity to go viral and global. Video is a powerful tool to energise those who can influence change.

Sales support

Video is the panacea for marketers looking to bridge the void between sales and marketing departments. Video is used for everything from one on one & group presentations to seminars and trade shows and in stores and showrooms. Video is also a key sales qualification tool online through websites, blogs and social media. Video is increasingly used in online advertising and provides easily digestible content for mobile devices, such as tablets and smart phones. With 48 hours of video content loaded onto YouTube every minute, more than 3 billion views per day and with more than 200 million views via smart phones and mobile devices, video is essential to any sales strategy.

After sales support

With the modern sales cycle moving from the ‘sales funnel’ to a ‘consumer decision journey’ (CDJ), the role of marketers now extends beyond the sale, into after sales support. Video also provides opportunities to promote product features and benefits that may not immediately be obvious.

How to videos

When your customers and clients want to learn about how to use a product or service, the first place they turn to is online video. ‘How to’ videos provide an additional touch point for you to maintain control over your brand. If you don’t produce your own ‘how to’ videos there is a very real chance that those with their own agendas will produce ‘how to video’ for your products and services that may not show them in the best possible light. This could undermine your marketing or branding strategy.

Product demonstrations

Many of your customers have already made their purchasing decisions before they walk into a store, showroom or pick up the phone. That is because they have used online video as a tool to compare your products and services with your competitors. Producing your own video product demonstrations allows you to control perceptions of your product when customers are beginning to educate themselves on the options that are available to them. If you're not producing product demonstrations you're missing out on key sales opportunities.