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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 …

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)
  • Transcript

    • 1. Video for eCommerceDrive More Revenue and CustomerEngagement
    • 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. Why Video?Stats and Current Retail Outlook
    • 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. Why Video – Improve SEOIn a Competitive Search Landscape…
    • 6. Why Video – Improve SEO…Video Stands Out
    • 7. Why Video – Improve SEOSeamless Video Sitemaps
    • 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. 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. Why Video – Current Retail Outlook
    • 11. Why Video – Current Retail OutlookOver 5,000 Videos
    • 12. Why Video – Current Retail OutlookOver 50,000 Videos
    • 13. Content Retailers Are ProducingProduct Videos, Lifestyle and More…
    • 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. 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. Content Retailers Are ProducingProduct Videos - Zappos
    • 17. Content Retailers Are ProducingProduct Videos – LDproducts
    • 18. Multi-Channel Uses for Video
    • 19. Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
    • 20. Multi-Channel Uses of VideoWebsite Product Pages Dedicated Video Section Category Pages
    • 21. Multi-Channel Uses of Video
    • 22. Multi-Channel Uses of VideoWebsite - Product Pages
    • 23. Multi-Channel Uses of VideoWebsite - Dedicated Video Section
    • 24. Multi-Channel Uses of VideoWebsite - Dedicated Video Section
    • 25. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
    • 26. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
    • 27. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy
    • 28. Multi-Channel Uses of VideoSocial - Facebook Diversified Portfolio More Engaging Content Keeps Customers Happy 10X Average!
    • 29. Multi-Channel Uses of VideoSocial - YouTube Quantity Needed Promote It Keep it Fresh
    • 30. Multi-Channel Uses of VideoSocial – YouTube Sponsored Ads Adwords Model Build Channel Drive Site Traffic
    • 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. Multi-Channel Uses of VideoEmail Subject Matter Context Useful Content Brand/Pro Recognition
    • 33. Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
    • 34. Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
    • 35. Multi-Channel Uses of VideoEmail Category Context Useful Content Multiple Entry Points
    • 36. Multi-Channel Uses of VideoEmail Product Content Engaging Content Multiple Entry Points 57% Increase in CTR
    • 37. Multi-Channel Uses of Video
    • 38. Bronto: Leverage the App!
    • 39. Bronto: Leverage the App![updating] Dynamic Content Screen Grab – contenttagsWorkflowsA/B Testing
    • 40. Getting Started with Video…or Improve Your Current Efforts!
    • 41. Getting Started with VideoOverview Strategy Before Tactics: Planning Your Portfolio In-House vs. Outsource Production Strategic Planning Pre-Production Planning
    • 42. Getting Started with VideoStrategy Before Tactics
    • 43. Getting Started with VideoIn-House vs. Outsourced Production Resource Availability Product Fluctuation Turnaround Needs Volume Needs
    • 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. Getting Started with VideoStrategic Planning (continued) Product Priority for Roll-Out Location/Set • White-Screen • In-House Setting • “On Location” Hardware & Studio Design
    • 46. Getting Started with VideoPre-Production Planning Organization is the Name of the Game
    • 47. Video Platforms and KPIs
    • 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. Questions?