Gartner Research

Take a Fresh Look at Video Marketing

Published: 31 October 2016

ID: G00317709

Analyst(s): Christopher Ross

Summary

Video continues to evolve as a potent marketing medium, but carries a legacy of mixed business results. Marketing leaders should revisit their approach to video, focusing on business objectives, selecting optimal video types and leveraging new tools and technologies.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Set Clear Communication Objectives
  • Select the Right Form Factor
  • Maximize Improvements to Traditional Tools and Technologies
    • Capturing Video — Phones, Drones and Microphones
    • Microstudios
    • Host and Distribute
    • Explore Emerging Video Editing Capabilities
    • Tap the Talent Marketplace
    • Renew Your Video Marketing Program

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