Social media channels development

Analyzing and understanding the causes of business problems is critical to identifying
what needs revising to deliver a satisfying B2B customer experience across all
channels. For Vimeo, one of the platform's main problems is related to marketing and
communication. Despite being a platform that is active on online channels and has a
dedicated user base, Vimeo's reach to corporate customers is still limited. At the same
time, with the same common feature of allowing users to upload and watch videos,
Vimeo has always been compared to YouTube, although the company has asserted
that they are a service provider of the creation, storage, and sharing of videos.
Therefore, Vimeo is seen as being in the first stage of the "Siloed" omni channel
roadmap due to the lack of a clear strategy (Appendix 2). This essay will give
recommendations to meet Vimeo's omnichannel channel, namely developing social
media and artificial intelligence.

1. Low investment: Social media channels development
Because omnichannel development is still in its early phases, Vimeo should concentrate
on modernizing procedures and mastering the fundamentals of omnichannel expansion.
The goal of Vimeo is to increase the number of contact points in the consumer journey
by developing existing and new channels. New technology and alterations in customer
behavior, such as the pervasive use of social media, have facilitated the move to
omnichannel marketing. Furthermore, Mehmet and Clarke (2016) contended that the
widespread application of digital marketing techniques, particularly social media, has
altered communication channels and expanded the usage of customized marketing in
the B2B setting. According to research from Holden-Bache (2011) and Nielsen (2010)
B2B marketers use social media at a rate of more than 90%. A cost-effective advantage
is the 13% of their marketing budget that they spend on social media. Therefore, it is
advised to create social media channels for the cheap investment situation of Vimeo.
According to Rapp et al. (2013), connections grow more dispersed and less dependable
as firms use more communication channels. In light of this, it is important to assess the
appropriate platforms depending on how well they contribute to company value. With
Vimeo, diversifying the channels will increase the audience's points of contact, which is
the fundamental goal of social media development.

Social media marketing helps to boost communication, piques consumers' interest to
generate website traffic, and connects with more audiences on efficient omnichannel to
raise customer awareness of Vimeo at the beginning of the customer journey. With the
use of Vimeo's established social media channels, such as Facebook, Instagram,
Twitter, and Linkedin, postings on these sites will be seen by a large number of potential
corporate clients to highlight the services Vimeo provides while correcting everyone's
incorrect definition of Vimeo. This will lower Vimeo's spending on advertising and
increase its profitability. Small companies may also benefit from the open access and
broad reach of social media platforms to talk about, trade, and buy Vimeo services. In
addition, Vimeo should concentrate on developing its channel or engage in more
collaborative campaigns on TikTok with a lot of promotional content, such as ads in the


feed or hashtag challenges, to raise awareness, connect with small businesses, and
have a significant impact on the market.

2. High investment: AI development
Since omnichannel is an integration of online and offline channels, it is beneficial to
create an exceptional experience that combines the two. Nearly every industry has seen
a rapid shift thanks to artificial intelligence, which is becoming more and more
accessible to entrepreneurs. Around the past few years, more companies have
embraced AI, notably around 2022, when this technology made advancements toward a
focus on enhancing the customer experience flow. Organizations may benefit from AI in
a variety of ways, including improved bottom-line performance and cost reductions.
Businesses are anticipated to continue pursuing AI adoption in 2023 and beyond due to
its accessibility and benefits, which will allow them to draw new values and process
improvements from their current datasets, personnel, and infrastructure with little to no
change. In fact, 80% of enterprises will incorporate AI-based hyper-automation on their
IT roadmaps by 2025, according to a recent poll by Salesforce and Vanson Bourne.
Therefore, Vimeo can build and integrate artificial intelligence (AI) to edit videos with

just a few lines of text or a reference image to improve the video creation process for
users. With its AI-powered editing features, Vimeo can cater to beginner-level clients
and help them achieve the desired effect without much skill or resources. In addition,
this allows video creators to create high-quality videos in a shorter time frame, allowing
them to focus on other aspects of their work. Then, Vimeo can invest in a touch kiosk
model, a dedicated all-in-one interactive device to help customers easily access
presentation information, see visual images, and interact directly with display content.
Vimeo can place them at headquarters or in crowded places like malls, subway stations,
etc. Customers will be able to try directly to shoot and create a short video using
Vimeo's AI system, helping to bring excitement, impression, and potential customers to
Vimeo.
In conclusion, the recommendations of the two scenarios above help Vimeo to be able
to enhance the touchpoints in the 'Awareness' stage of the customer journey, improve
awareness, and promote a more comprehensive customer experience as a whole.
Vimeo should understand customer expectations and their difficulties throughout the
present customer experience to build an effective omnichannel strategy. This will allow
Vimeo to increase the level of service it provides. These strategic recommendations
have the potential to assist Vimeo in accomplishing its marketing objectives by providing
solutions that may be applied to current issues at each touchpoint.