Video Essentials

A Marketer’s Guide to Choosing a Video Management Solution

When did marketers turn into techies? No longer just idea people, marketers now need to know the intricacies of online video to best supply solutions for their brands or clients. For marketers not yet caught up, don’t worry, there’s hope.

RealStoryGroupOverlapAt the recent Streaming Media West conference in sunny Huntington Beach California, Jarrod Gingras, an analyst with technology research firm Real Story Group, talked about how the demands on marketers are changing with the rise of online video.

“For the longest time, video was always off somewhere else,” Gingras said. “The video people handled that. The digital marketers would talk to them sometimes, but they were really off on their own. What we’re seeing more and more is video and the need for managing video becoming part of the main marketers’ conversation. The challenge there is that it’s still very difficult to find the technology that gives you the capabilities that a marketer needs from the creation of a video through to publishing it out to their necessary audience.”

Before marketers invest in new video solutions, they typically try to extend the tools they already have in house. This approach is bound to run into problems.

“One of the other things we’re seeing is that enterprises are looking at technology that they already have to do this and they’re running into some roadblocks. That’s after they’ve spent a lot of time and money to try to shoehorn their existing technologies to get it to do what they think it should do, but they’re hitting some roadblocks quite rapidly,” Gingras said. “We’re seeing a wide range of solutions out there that really have some overlapping functionality and features that can create a lot of confusion out there for buyers.”

To help sort through those overlapping solutions, download Gingras’s presentation and watch the video below.


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