Actionable Video Marketing Ideas
Is your Agency Spread too Thin?
Why would you choose to work with a company who can’t follow through on their ideas? It seems like an absurd proposition, but by sourcing video marketing to a traditional agency, that’s exactly what many companies end up doing.
You see, traditional agencies work across all sorts of platforms: print, digital, interactive, etc. That works fine for a simple mailer or brochure, but video is a different animal. Its complicated. (To understand exactly how complicated it is, check out our video production process.) A traditional agency has its hands in all sorts of different pots: print, digital, interactive, etc. They are simply spread too thin to manage all the details, moving parts, and best practices that are specific to video marketing.
The History of Video Marketing and Traditional Agencies
So why do so many companies still turn to traditional agencies to handle their video marketing needs? Well, part of it is tradition. It used to be that video marketing content was limited to major TV buys, and budgets had to be astronomical anyway. Agencies would manage the creative, and outsource the production to major production houses. After taking their cut, that is. Since companies weren’t producing very much video content, and since video production was generally understood to be extremely expensive the agency system worked fine.
The internet has changed all of that.
The New Age of Video Marketing
Technology has done two important things to the landscape of video production. First, it’s dramatically increased the demand for video content. Marketers can’t get by producing a single broadcast campaign for the year. Video marketing content needs to be segmented by audience, and specialized to fit specific roles. More importantly, there needs to be a lot of it.
Secondly, better access to technology has broken down barriers to entry. That, in turn, has driven production costs down significantly from where they used to be. Now, agencies are sourcing their projects to smaller, video specific agencies. Suddenly, the fee that traditional agencies would charge for sourcing production makes up a much larger chunk of the overall budget. Maybe the most unfortunate part of all this is that it’s happened fairly invisibly. Many brands continue to source video content through their traditional agencies without even realizing they are paying a premium for what has effectively become a matchmaking service.
What all of this means to you
If you hire a traditional agency, you may be hiring a company like ours anyway without even realizing it. By choosing to work with an agency who produces video in house, you’re effectively cutting out the middle man, and maximizing your budget. On top of that, you’ll be working directly with the people making your video, which saves time in production, and guarantees that no part of your message gets lost in translation. The DVI Group is the only advertising agency in Atlanta built specifically for video, and our seasoned team of specialists base every solution on a deep understanding of what a successful video looks like, and how it functions.
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