By Dennis McCafferty on

Five Minutes With … Steve Smallman on Measuring the ROI of Online Video Marketing

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We all know that online video is huge. In fact, it will soon account for 90 percent of all Internet traffic, according to industry projections.

Smallman: “It’s a matter of simply applying existing tools to understand your Web properties as a digital hub for all of this content — a center of the conversation you’re having with your customer.”

So when you invest into this form of content marketing, how do you know whether on not you’re getting results — results that benefit your bottom line? Yes, video boosts the “wow” factor of a marketing strategy. But does it deliver ROI? If so, how do you measure it?

In this “TechConnections: Five Minutes With …” installment, Steve Smallman Jr. of 15Four in Baltimore weighs in on the availability of metrics-tracking that can deliver a wealth of information about the effectiveness of your video program. Partnering with Apple and Google, 15Four provides full-service video content planning and execution – including production, distribution and ROI analysis – for a variety of corporate customers that include PwCMutual of Omaha and Ciena. Listen to our conversation on measuring ROI for video content.

About our guest: Smallman is co-founder/senior partner at 15Four. Previously, he was director at NorthBay Media Arts and executive director at New Song Arts and Media.

This interview was hosted by Dennis McCafferty, Director of Content for Welz & Weisel Communications, a high tech PR agency. Find out more about our full service communications offerings. Subscribe to our “Tech Connections: Five Minutes With …” series on iTunes.

Dennis McCafferty, Vice President of Content

As Vice President of Content, Dennis McCafferty brings more than 20 years of experience in editorial, working in all forms of content: metro/national newspapers, regional/national magazines, custom publications/content marketing, radio, TV, blogs and social media. Since joining W2 Communications, Dennis’s projects have included white papers, industry-publication byliners, blogs, op-eds, podcasts and case studies for the range of the agency’s clients.

Previously, he launched his own B2B/B2G/custom-publishing business, DM Enterprises, and worked with clients such as IBM, Advanced Micro Devices, USAA, Nationwide, Amtrak, Ritz-Carlton, MasterCard, GM and many others for their content marketing needs. He has also contributed to Baseline, CIO Insight, Washington Technology and VARBusiness magazine, among other titles.

From September 1997 through March 2010, he served as Senior Writer at USA WEEKEND, for which he interviewed newsmakers such as Presidents Bush and Clinton, Caroline Kennedy, Donald Trump and Web founder Tim Berners-Lee. Before WEEKEND, he was a staff writer for the Atlanta Journal-Constitution, where he won a national, first-place award for investigative reporting.

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