Integrating video into ‘The Brand Called IT’  

video marketing DXC Blogs

If you did a survey, what famous global brand would your internal customers compare you to? How would you answer the same question about your IT organization?

History tells me, there would probably be a disconnect between the two answers. As I’ve researched and written for the past six years, I’ve noticed most surveys still stereotype enterprise IT as the “land of slow and NO.” To be fair, my research also showed that IT typically stereotypes marketing as “unguided missiles!”

The conundrum is that in a world of digital disruption, marketing is trying to become more technical, and IT is anxious to grasp marketing technologies to remain relevant to the CMO organization.

The latter can be done in a number of ways. One would be for the CIO to embed members of IT in the marketing organization, before the CMO hires shadow IT with a marketing mentality.

The other option would be for the CIO to build his “brand called IT,” demonstrating to marketing and other businesses that IT understands the business. In doing so CIOs must use the most compelling content and delivery platforms to reinforce their understanding of digital disruption.

One way to do this is through video. According to Marketing Profs research, 78% of Internet traffic will be video by 2018, and 67% of consumers already want to watch instructional, how-to or tutorial videos, making this the most popular type of video content.

The truth is that enterprise customers (internal and external) expect video as a major content-delivery mechanism for IT in the same way they do in their everyday lives. More important, there is no better way for IT to learn the content and technology aspects of video than to deploy them for their own brand awareness.

So what are 4 ways CIOs can start deploying video for the benefit of the brand called IT ?

  1. Create short-form tutorials. Every help desk person I know is tortured on a daily basis with simple fixes that could have been done through self-service. Smart help desk managers are developing short-form video libraries that address the most frequently asked questions about the most-used corporate applications. These videos should be segmented in short parcels so that users need not search for the issue they’re trying to solve within a 45-minute epic.
  1. Film new product videos. Users around the world want to know the latest technologies that enterprise IT is exploring. Enterprise IT wants to know what reaction potential users will have for these products. You could share links to the vendor Websites with internal customers. But good luck getting them to read them! By producing the equivalent of an upcoming movie trailer, you create a much more engaging customer experience. You should include a “Rotten Tomatoes-style” feedback loop to monitor reaction.
  1. Embrace user-generated videos. Some of the best tips and tricks come from day-to-day users and IT staff. Truth be told, many IT pros don’t use the applications the same way the proletariat does. IT should develop a reward system for users who post videos of fixes that could save the help desk time and effort. At the same time, IT staff should share videos for more technical fixes with their remote support colleagues.
  1. Aggressively promote the videos. CIOs must learn from marketing how to promote the work they put into video initiatives. Developing a “most-watched videos” newsletter can lead users to tips and tricks they didn’t even know they needed. Integrating a new or most-watched video into social media feeds is another important way of providing service to clients, while reinforcing to the businesses that the “brand called IT” is video and social media savvy.

Does your enterprise use videos for help desk or other communications strategies?


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