With easy-to-use digital video cameras and editing software readily available, why do we still need video production companies? After all, they’re expensive, and if the footage is for the web it doesn’t need to be cinema quality. Someone in the marketing department can just shoot it, right?

Just because they can, doesn’t mean they should. Here are 7 reasons why calling in the pros is worthwhile.

Reasons to hire a video production company

1. Rising viewer expectations
   According to comScore’s 2012 US Digital Future In Focus report, 105.1 million Americans watch videos online each day, up 43%

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Making the most of any marketing video you create is important. After all, you put significant time, energy and money into developing your video assets.

Although your finished videos might be doing a good job for you in terms of driving traffic and boosting conversions on their own, shouldn’t you be getting a bit more mileage out of those costly assets?

Reimagining your video content

Here are 9 ways to repurpose or reimagine your video content to attract more attention and extend its value:

1. Transcripts
   One of the very first things you should do with your videos is transcribe

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That title’s a lot more catchy than, ‘ROI of Video Commerce Platforms, Part 3,’ isn’t it?  Thought so!

It has been over a month since Part 2 in the ‘ROI of Video Commerce Platforms’ series, so my apologies up front for the wait.  It took longer than I thought to gather the data required for this post.  Now, I have it, and it’s time to share some revenue calculations and an example for how video commerce technology generates revenue.

Before we get too far into it, two disclaimers are warranted: First, I’m one of the…

Anyone committed to driving social and digital media innovation from inside the marketing machine of a midsize to large company understands well the pressures of proving the value of your efforts. Now, two new studies provide sharp insight into the CMO mindset that must be considered when plotting a course for growth, along with your own internal online video sales pitch.

Here’s the first bit of eye-popping news: According to a new survey by social business software company MindTouch, only 15 out of 143 Chief Marketing Officers and Chief Communication Officers (CCOs) in Fortune 100 companies have…

In Part 1 of the ROI of Video Commerce Platforms series, I outlined the evolution of online video publishing technology: from CDNs, to OVPs, and finally to VCPs (video commerce platforms).  Further, I defined a video commerce platform as “a set of integrated tools that enable businesses to maximize the value of video.”  In this second part in the series, I’ll emphasize the importance of results generation as the focal point of the video commerce platform, provide a simple framework for thinking about results generation using an industry example, and break down the components that, when taken together,…

A significant piece of new legislation, affecting all online video producers and creators, was signed in to law in October. The result could be added cost, legal exposure, and liability for online video creators.

The 21^st Century Communication and Video Accessibility Act requires that producers and content creators of online video must provide closed captioning. This has significant implications for e-commerce video, as these legal requirements will apply to all content producers, not just traditional television networks. While there is discussion of only requiring television producers to comply, the wording in the bill could be interpreted to mean any video…

Welcome to the first days of fall. For most e-commerce marketers, fall means finalizing budget requests for 2011, before the full-tilt holiday shopping season.

In comparing 2010 budget planning to 2011, there are some stark contrasts. First, and most importantly, the tight budget conversations from 2009 have loosened up, as the economy starts to show the smallest of green shoots.
But, more dramatic is the continued shift in user behavior on the internet – away from consuming more text content, and dramatically toward time spent on social networking and video.

In fact, bandwidth for online video now accounts for…