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Fragmentation and complexity have long been the biggest barriers to digital marketing’s advancement – maturing video tech is solving many of these issues


Fragmentation and complexity has, in my opinion, always been the single biggest barrier to digital marketing’s advancement. Brand managers for whom communications is often just a small slice of their daily workload are understandably put off when a digital expert rolls up explaining the latest complexities and technical capabilities. Just imagine for a minute how stunted the wider creative sector would be if every TV channel demanded a different execution, or if marketers had to learn about the intricacies of film-making equipment before they yelled “action”.


Video promises to be the great unifier – a simple, well understood format that can spread itself across most major digital media channels, delivering believable return on investments in the process. Among other things, 2015 is clearly the year of online video, with platforms like Facebook and Twitter racing to build out offerings as comprehensive as established giants like YouTube or AOL.


Related: Personalised marketing at scale is the next big thing in digital


Related: The real marketing loss is old-fashioned skills – not the digital gap


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