Video for eCommerceDrive More Revenue and CustomerEngagement
Video for eCommerce - Overview1.   Why Video2.   Content Retailers Are Producing3.   Multi-Channel Uses of Video4.   Bront...
Why Video?Stats and Current Retail Outlook
Why Video – Increase ConversionIncrease Conversion Up to 30% More Merchandise Sold – Zappos 400% Increase in Conversion ...
Why Video – Improve SEOIn a Competitive Search Landscape…
Why Video – Improve SEO…Video Stands Out
Why Video – Improve SEOSeamless Video Sitemaps
Why Video – Happy CustomersConsumers Want Video 1,000+ Stats on Consumption Product Pages are More Interesting Better W...
Why Video – Current Retail OutlookHow The Top 500 Retailer Stack Up                     6%                8%              ...
Why Video – Current Retail Outlook
Why Video – Current Retail OutlookOver 5,000 Videos
Why Video – Current Retail OutlookOver 50,000 Videos
Content Retailers Are ProducingProduct Videos, Lifestyle and More…
Content Retailers Are ProducingQuality is King (or it will be…) Longer Shelf-Life Long-Term Cost Savings Better Custome...
Content Retailers Are ProducingProduct Videos           Category Videos             Lifestyle Videos                 UGCKe...
Content Retailers Are ProducingProduct Videos - Zappos
Content Retailers Are ProducingProduct Videos – LDproducts
Multi-Channel Uses for Video
Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
Multi-Channel Uses of Video
Multi-Channel Uses of VideoWebsite - Product Pages
Multi-Channel Uses of VideoWebsite - Dedicated Video Section
Multi-Channel Uses of VideoWebsite - Dedicated Video Section
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy         ...
Multi-Channel Uses of VideoSocial - YouTube Quantity Needed Promote It Keep it Fresh
Multi-Channel Uses of VideoSocial – YouTube Sponsored Ads Adwords Model Build Channel Drive Site Traffic
Multi-Channel Uses of VideoEmail Screen Grab vs. Actual Video Context is Key Meaningful Content is Key Don’t Forget La...
Multi-Channel Uses of VideoEmail Subject Matter Context Useful Content Brand/Pro Recognition
Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
Multi-Channel Uses of VideoEmail Product Content Engaging Content Multiple Entry Points 57% Increase in CTR
Multi-Channel Uses of Video
Bronto: Leverage the App!
Bronto: Leverage the App![updating] Dynamic Content Screen Grab – contenttagsWorkflowsA/B Testing
Getting Started with Video…or Improve Your Current Efforts!
Getting Started with VideoOverview Strategy Before Tactics: Planning Your Portfolio In-House vs. Outsource Production S...
Getting Started with VideoStrategy Before Tactics
Getting Started with VideoIn-House vs. Outsourced Production Resource Availability Product Fluctuation Turnaround Needs...
Getting Started with VideoStrategic Planning Understand Your Audience What Content Do You Need?   • Product Videos   • S...
Getting Started with VideoStrategic Planning (continued) Product Priority for Roll-Out Location/Set    • White-Screen   ...
Getting Started with VideoPre-Production Planning    Organization is the Name of the Game
Video Platforms and KPIs
Video Platforms and KPIsSelecting a Video Platform Sophistication – (you don’t always need the rocket ship) Scalability...
Questions?
Video for eCommerce: Drive more revenue and customer engagement
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Video for eCommerce: Drive more revenue and customer engagement

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Video is a proven way to increase site conversion, drive more revenue and improve customer engagement. In this session, we will first discuss how ecommerce sites of any size can better leverage video in social, on-site, and in email - providing examples and best practices. We will then discuss a multi-channel case of a Bronto customer who has successfully used video to increase email effectiveness and revenue with Bronto to enhance product page architecture and build an engaging social community. Lastly, we will provide actionable takeaways for how session participants can start developing a video strategy for their brand. This includes strategic starting points and steps for in-house production.

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  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Video for eCommerce: Drive more revenue and customer engagement

    1. 1. Video for eCommerceDrive More Revenue and CustomerEngagement
    2. 2. Video for eCommerce - Overview1. Why Video2. Content Retailers Are Producing3. Multi-Channel Uses of Video4. Bronto: Leverage the App!5. Getting Started (or Improve Your Efforts)6. Video Platforms7. Q&A
    3. 3. Why Video?Stats and Current Retail Outlook
    4. 4. Why Video – Increase ConversionIncrease Conversion Up to 30% More Merchandise Sold – Zappos 400% Increase in Conversion – Ice.com 25% Decrease in Returns – Ice.com 2-7X Increase in Conversion – Buy.com
    5. 5. Why Video – Improve SEOIn a Competitive Search Landscape…
    6. 6. Why Video – Improve SEO…Video Stands Out
    7. 7. Why Video – Improve SEOSeamless Video Sitemaps
    8. 8. Why Video – Happy CustomersConsumers Want Video 1,000+ Stats on Consumption Product Pages are More Interesting Better Way to Learn About Products More Fun Way to Interact with Brand
    9. 9. Why Video – Current Retail OutlookHow The Top 500 Retailer Stack Up 6% 8% Video Quantity 33% Less than 10 25% 11 to 50 51 to 200 201 to 500 500+ 28%
    10. 10. Why Video – Current Retail Outlook
    11. 11. Why Video – Current Retail OutlookOver 5,000 Videos
    12. 12. Why Video – Current Retail OutlookOver 50,000 Videos
    13. 13. Content Retailers Are ProducingProduct Videos, Lifestyle and More…
    14. 14. Content Retailers Are ProducingQuality is King (or it will be…) Longer Shelf-Life Long-Term Cost Savings Better Customer Experience Improved Brand Reputation Superior Competitive Position
    15. 15. Content Retailers Are ProducingProduct Videos Category Videos Lifestyle Videos UGCKey for product pages. Helpful for category Great for use in all Helpful as a portfolio pages. channels. element and social outreach.Increases conversion. Provides tighter branding Educates customers Organic assets can and better page and provides flexible provide authentic context. assets. brand support.Easiest to produce. Complexity depends on More complex to Easy to produce. Cost brand and approach. produce. can be misleading.
    16. 16. Content Retailers Are ProducingProduct Videos - Zappos
    17. 17. Content Retailers Are ProducingProduct Videos – LDproducts
    18. 18. Multi-Channel Uses for Video
    19. 19. Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
    20. 20. Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
    21. 21. Multi-Channel Uses of Video
    22. 22. Multi-Channel Uses of VideoWebsite - Product Pages
    23. 23. Multi-Channel Uses of VideoWebsite - Dedicated Video Section
    24. 24. Multi-Channel Uses of VideoWebsite - Dedicated Video Section
    25. 25. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
    26. 26. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
    27. 27. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
    28. 28. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy 10X Average!
    29. 29. Multi-Channel Uses of VideoSocial - YouTube Quantity Needed Promote It Keep it Fresh
    30. 30. Multi-Channel Uses of VideoSocial – YouTube Sponsored Ads Adwords Model Build Channel Drive Site Traffic
    31. 31. Multi-Channel Uses of VideoEmail Screen Grab vs. Actual Video Context is Key Meaningful Content is Key Don’t Forget Landing Page Consistency Improve Metrics
    32. 32. Multi-Channel Uses of VideoEmail Subject Matter Context Useful Content Brand/Pro Recognition
    33. 33. Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
    34. 34. Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
    35. 35. Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
    36. 36. Multi-Channel Uses of VideoEmail Product Content Engaging Content Multiple Entry Points 57% Increase in CTR
    37. 37. Multi-Channel Uses of Video
    38. 38. Bronto: Leverage the App!
    39. 39. Bronto: Leverage the App![updating] Dynamic Content Screen Grab – contenttagsWorkflowsA/B Testing
    40. 40. Getting Started with Video…or Improve Your Current Efforts!
    41. 41. Getting Started with VideoOverview Strategy Before Tactics: Planning Your Portfolio In-House vs. Outsource Production Strategic Planning Pre-Production Planning
    42. 42. Getting Started with VideoStrategy Before Tactics
    43. 43. Getting Started with VideoIn-House vs. Outsourced Production Resource Availability Product Fluctuation Turnaround Needs Volume Needs
    44. 44. Getting Started with VideoStrategic Planning Understand Your Audience What Content Do You Need? • Product Videos • Series Content • Category Videos Turnaround Needs WHO Will Be On Camera? Delivery Style Content Structure • Scripted • Extemporaneous • Length
    45. 45. Getting Started with VideoStrategic Planning (continued) Product Priority for Roll-Out Location/Set • White-Screen • In-House Setting • “On Location” Hardware & Studio Design
    46. 46. Getting Started with VideoPre-Production Planning Organization is the Name of the Game
    47. 47. Video Platforms and KPIs
    48. 48. Video Platforms and KPIsSelecting a Video Platform Sophistication – (you don’t always need the rocket ship) Scalability Must-Haves • Video Sitemap Integration • Multi-Display Players • Core Analytics
    49. 49. Questions?
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