Definition of video marketing

Company leaders and marketers face consistently evolving technologies and fickle clients. It can be exhausting. Modes and methods of reaching targeted markets have come and gone the way of Crystal Pepsi, but one means of reaching focus on markets has experienced an upward slope for the best part of the century – video. Where you have video, you have video marketing. You might be asking yourself, “What is the definition of advertising clips? ”

Well, video marketing is a relatively new term – so new, in fact, that Merriam-Webster has yet to incorporate it as a word. All of us define it as: the use of video to promote an idea, brand or offering.

Since their inception, video has already been used to sway the hearts and minds of individuals. Until recently, it was considered a medium rather than an industry in and of itself. You’re probably thinking, “but video is a medium. ” You aren’t wrong. On the other hand, video is so much more than a boat for content. It is a highly strategic method of delivering a note with a multitude of marketing layers.

Our definition makes it sound so much simpler than it really is, though. So let’s check out the four layers behind the definition of video marketing – strategy, production, supply, and testing and optimization.


A solid strategy should be the key of every marketing campaign. In the case of video marketing, there also needs to be many bass speaker strategies (we’ll be able to those later) but let’s start with the over-arching campaign strategy. The first two questions you require to ask are:

Who is the video designed to reach?
What action do we want them to take?

Every other video marketing decision should support the answers to the people two questions.

From there, you will need to develop the following sub-strategies (in the following order):

Distribution strategy
Creative strategy
Production strategy


Production should never start before the aforementioned strategies have been developed, because the sun and rain of production need to aid the creative as well as the channels in which the video will be delivered.

For example: Imagine the goal of the video is to drive sales through your ecommerce store. Knowing YouTube offers INTERACTIVE CARDS to quick viewers to take a particular action (such as clicking on through to your store), your creative team has included a verbal CTA at a specific point of it and has the talent pointing in the direction of where the card will be. Great! You begin manufacturing. After the final system is delivered, your manager tells you they can’t wait to put it up on the product page of your online store. Right now you have a video with a CTA that doesn’t quite fit and an actor pointing at the upper right part of your page when the link to the store is located elsewhere on the page. Oops. This all could have been avoided if the submission plan had been in place before getting started.

Right now that I’ve scared you into developing a organization strategy, It’s time to get started with Production. For simplicity sake, there are three phases of production.

Pre-production – This is when creative development takes place, usually in the form of scripting and storyboards. Coordinators will also work out other essential details like shoot location, throwing, wardrobe, and even art services.
Production – This particular is where the magic happens – the process of actually capturing the video that will appear in the video. There are several elements of production beyond the camera that will need to be worked out in this phase, such as lighting and framing. Their probably smart to capture B-roll footage at this time as well.
Post-production – The ultimate phase of production is where the video really comes alive. This particular is where graphics, audio, voice-overs, and special effects are added. The video footage is finessed with determined edits and color static correction. The production team will likely ask for multiple rounds of feedback during this phase before offering the final product.

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