How can the brand video manager play a role in pushing the brand at the customers?
Do you know?
Of course, everyone might have some idea. But you want to go through the unknown facts about the brand manager.
The only term that carries all responsibilities either to collapse or build the brand is ‘brand video manager’. The brand manager should balance everything to gain more clients by elaborating the brand through its products or services sales. We can say that they should have the pocket of updated video marketing trends and video advertising strategies through which the brand name can be expanded as the everlasting one.
Table of Contents
- Long-term business plan
- Video Programming Strategy
- Staff management
- Audience Development
- Cross-collaboration partnerships
- Video Monetization
- Collaboration with Sales
- Video Distribution deals
- Business Development
- Synchronization of Rights Management
- Offline video presence
- Roles and Responsibilities of Video Ad Operations Manager
- Video Relationship Marketing – The Next Big Thing
Long-term business plan
Develop and execute a long-term business plan for a brand in terms of Video.
Video Programming Strategy
Create and lead Video Programming Strategy including Video Content Slate, creative and talent development, audience growth.
Hire, train, and manage staff in terms of Video Digital.
Supervise Audience Development and Production Leads to ensure ongoing programming strategy.
Develop, negotiate, and manage cross-collab partnerships with external Video creators, Digital brands, and Social Media Influencers.
Track and optimize all Video Monetization efforts using Video Analytics.
Collaboration with Sales
Collaborate with Sales to create and execute sponsorship opportunities.
Video Distribution deals
Manage new platform Video Distribution deals and curate Video Content to multiple platforms.
Work with Business Development to research and implement new revenue streams using Digital Media.
Synchronization of Rights Management
Coordinate with Rights Management to protect trademark and copyrights.
Offline video presence
Create an offline presence for the brand at events, conferences, and conventions using Video.
Roles and Responsibilities of Video Ad Operations Manager
The marketers are interested in promoting their products across various platforms. Some of the most famous platforms include that of YouTube, Facebook, Linked In, Periscope, Meerkat etc.Each of the platforms offers different advantages as well as limitations.The ultimate aim of content promotion has to be achieved by ‘Video Ad Operations Manager’.
Different organizations offer different titles for the person in charge of Ad operations section and some of the titles include:
• Advertising Manager
• Online advertising
• Promotions director
• Marketing director
• Account executive
• Marketing & Promotions Manager
• Marketing Manager
What is the job description of Video Ad Ops Manager? The person in charge of video ad operations will oversee a team of advertisers (in the house as well as consultants).His job profile will be to ensure that information about the organization, its products and services are passed on to the general public through online content promotion.As there is tough competition for the position, it is essential to know the requirements for this position which are as under:
He is supposed to contain communication & analytical skills in addition to personal skills as he is required to work in a team and also coordinate and lead the team.The manager is required to possess the capability of multi-tasking and ability to deal with stringent deadlines.His interpersonal skills are essential and key personal skills include active listening & social perception.
What AD Ops Manager is supposed to look after? Though the content promotion department comes directly under sales organization, it may be functioning sometimes under IT or as an individual entity. The manager is primarily responsible for other functions such as pricing, ad product creation, research & vendor management.
The Manager leads a team of advertisers and supervises the output of these advertisers. He is also responsible for ad scheduling, coordination with external consultants for preparation and promotion of content.
He is supposed to provide the required information to the consultant about the company, product and the budget as well (specific information about the targeted audience including their demographics is inbuilt).He has to ensure that the consultant is able to deliver the best possible output (aptly suiting the requirements of the company as well as its intended buyers).
Performance monitoring of ad campaign: Once the ad campaign is going on, it is the Ad Ops Manager who is responsible for monitoring the performance of the campaign and the response that it is able to generate. He has to coordinate with the consultant to modify the content (if it is so desired by the viewers).He has to get the response monitored using several technologies/tips.
Test and evaluate new strategies, tactics, and partnership opportunities: Being the head of ad promotion department, the manager must be able to test & evaluate new strategies for promotion of his content.He may be also instrumental in finalizing partnership opportunities as well. Strategies that the manager can utilize in this section include:
• He has to be a strategic communicator to find out who the decision maker is (at the purchaser end).
• He has to craft a strategy to get the best output from his employees.
• He has to identify and utilize opinion leaders & also select the right channels for promotion of his products.
• He has to be able to provoke dialogue and on obtaining feedback, he will be able to evaluate his own plan. This will enable him to modify the campaign if required.
In a constantly changing business environment, strategic partnership with multiple parties/channels is essential.Being in charge of content promotion, the manager must be able to assess the proposed partners and also analyze the pros & cons of various proposals that might come to him during the process of the ad campaign.
Video Relationship Marketing – The Next Big Thing
Marketing has been evolving its shape and functionality. In the earlier days, the main objective of the marketer was simple selling. The concept of marketing has been adding newer functions in its gambit. With the increased number of sellers (offering similar products/services), the buyer has many more options to meet his buy requirements. It is forcing the marketer to change his marketing mix strategy to offer something more to the customer (than simple sales).
The latest business model is offering more information to the customer. With the increased channels and methodologies of information, the customer is gaining increased importance in the eyes of the marketer. To retain the existing customer is much easier and economical than creating a new customer .Developing new customers is a costly affair for the marketer. To keep bonding with the customer, the marketer has to maintain a long-term relationship. This is also termed as relationship marketing.
Relationship marketing is based on building a relationship with the customer in ways more than one, i.e., just sales. Though the marketer has sales as the ultimate aim and objective, relationship marketing extends the scope of the marketer to keep the customer engaged with the marketer.This can achieve through building a deeper, more meaningful connection with potential buyers to a) boost sales, b) boost business reputation & c) improve lead generation.
Once the relationship marketing is proved necessary, the marketer has to extend his relationship with the customer through video as well. The video, as it proved, helps the marketer to provide more details about his products to the customer. As the present-day marketing (content marketing) does not allow the direct interaction between the marketer and customer, the only option to offer the customer a ‘feel’ of the product is through video.
Video Relationship Marketing can be accomplished through many online channels like YouTube, Facebook, and other online video promotion channels as well.
After reading this article you might get complete knowledge on how typical to carry the position as video brand manager. The name itself will be the hulk for them to overcome in reaching the success target.