Flimp wvmc - exact target-final
 

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Flimp wvmc - exact target-final Flimp wvmc - exact target-final Presentation Transcript

  • DRIVE CLICKS AND CONVERSIONS
    WITH EMAIL + VIDEO
    Presented By:
    WEB VIDEO MARKETING COUNCIL
    FLIMP MEDIA
    EXACTTARGET
    Moderated By:
    Morgan Stewart, Principal, Marketing Research and Education ExactTarget
    Audio Dial In: 1-866-699-3239 Event Number: 961 688 468
  • SPEAKERS
    Wayne Wall
    CEO & Founder
    Flimp Media
    Paul Ritter
    Director of Strategic Programs
    Web Video Marketing Council
    Chris Studabaker
    Senior Design Consultant
    ExactTarget
  • Web Video Marketing Council:
    June 2010 Email + Video Marketing Survey Results
  • WEB VIDEO MARKETING COUNCIL
    • Publishes articles and information about web video marketing
    • Archive of over 3,000 articles on video marketing topics
    • Weekly newsletter with latest video marketing articles
    • Research studies and webinars on video marketing topics
    www.webvideomarketing.org
  • PURPOSE AND METHODOLOGY OF SURVEY
    Purpose of Survey:
    • Assess online marketing professionals level of participation and interest in video based email marketing
    • Identify key industry trends and user issues with respect to integration of video within email marketing programs
    • Gain insight into marketers perception of the effectiveness of video use with email marketing programs
    Methodology:
    • Online survey with 13 questions digitally distributed through the Web Video Marketing Council and ExactTarget websites.
    www.webvideomarketing.org
  • 2010 VIDEO EMAIL SURVEY PARTICIPANTS
    Survey taken by over 200 Interactive Marketing Professionals
    • 87% of survey participants have marketing oversight responsibilities in their role
    • 71% are in-house marketing professionals
    • 29% work for marketing agencies
    • 30% are marketing decision makers (CMO, SVP, VP, Director)
    www.webvideomarketing.org
  • KEY FINDINGS
    Have you ever used online video in any of your marketing efforts?
    www.webvideomarketing.org
  • KEY FINDINGS
    Have you ever used video in your email marketing efforts?
    www.webvideomarketing.org
  • KEY FINDINGS
    Does your Email Service Provider offer video marketing solutions to its customers?
    www.webvideomarketing.org
  • KEY FINDINGS
    Do you believe integrating video with email marketing increases email click thru rates?
    www.webvideomarketing.org
  • KEY FINDINGS
    Do you believe consumers are more or less likely to purchase or convert after viewing an email campaign that incorporates video?
    • 73% More likely to purchase/convert
    • 2% Less likely to purchase/convert
    • 3% No difference
    • 21% Not sure
    www.webvideomarketing.org
  • KEY FINDINGS
    What are your impressions of video usage in email marketing?
    www.webvideomarketing.org
  • KEY FINDINGS
    What do you see as the primary barrier to using video in email marketing?
    www.webvideomarketing.org
  • KEY FINDINGS
    What do you believe is the most effective way to use video in email?
    • 40% Link to a video landing page
    • 33% Video player embedded in email message
    • 5% Animated or video .gif embedded in email
    • 6% Link to a page on a video sharing network
    • 16% Not sure
    www.webvideomarketing.org
  • Email + Video:
    Capabilities and Best Practices
  • Email, Video, and Email + Video
    Message content and delivery have evolved:
    Text – HTML – Rich Media & Video
    Email drives significant commerce with impressive ROI
    How we communicate via media is constantly changing
    Web video
    Ubiquitous with internet experience
    Standard formats (.mpeg, .mov, .wmv, .avi, etc)
  • Email + Video: Delivery Methods
    Streaming – video downloaded as it plays
    Embedded – video data included in sent message
    Linking – click through to externally hosted video
  • Email + Video: Email Client Support
    Source: The Current State of Video in Email, Campaign Monitor
  • Email + Video: Considerations
    Email client support
    Image blocking
    File size and bandwidth
    Quality
    Sound
    Subscriber experience
  • Email + Video: Best Practices
    Link to external video
    Create a preview image of the video with a play button superimposed
    Feature video prominently in message body
  • Email + Video: Example
  • Email + Video: Example
  • Email + Video: Example
  • Email + Video:
    Video Brochures and Landing Pages
  • ABOUT FLIMP – Interactive Video Email Marketing
    • FLIMP® is a video marketing platform that makes it easy to create, distribute and track interactive video brochures and landing pages for web marketing , sales and communications
    • Integrated with ExactTarget and other email service providers
    • FlimpAgency develops web video creative content for clients
    • Since 2008, Flimp Media has worked with over 200 customers including Best Buy, Oracle, Deluxe, Sirius XM, Harvard, United Way, Gannett, TNC, Allstate, Humana, Medco, Aetna, WTA, Blue Cross & others doing video + email marketing campaigns
    Visit us at: www.flimp.net
  • BEST PRACTICES FOR INCREASED CLICK THRU RATES
    Recommended practices from over 500 VE campaigns:
    • Subject line – Indicate that there is video content in the message
    • Video Email Design – Use a video thumbnail image with play arrow overlay and a descriptive link – “View your Video Message/Brochure”
    • Focus on Video – Simpler is better; purpose is to drive the viewer to a video landing page or brochure. Don’t expect good results adding video to an email with multiple messages, links and calls to action
    • Descriptive Text and Link – Include some descriptive text and a clear hyper link and alt link in case the video screenshot image is blocked
    Visit us at: www.flimp.net
  • VIDEO DRIVES HIGHER ENGAGEMENT AND RESPONSE RATES
    • Forrester research reports a 2-3X higher email click thru rate when embedding video content
    • Online viewers spend an average of 1.5 minutes with video vs. an average of 8-10 seconds on static graphic email s (Marketing Sherpa)
    • Video ads generate 4-7X higher viewer engagement and response rates compared to static ads (DoubleClick)
    Visit us at: www.flimp.net
  • FLIMP® PLATFORM – SIMPLIFY INTERACTIVE VIDEO MARKETING
    Email Distribute/Optimize
    Create/Edit
    Video Landing Pages
    Video Brochures
    Multimedia Web Content
    Video White Papers
    Video Case Studies
    Video Invitations
    No Programming
    Report/Measure
    Campaign Results
    Viewer Engagement
    Viewer Response
    Web Form Data
    Forwarding Activity
    Data is Exportable and Real Time
    Data Collected by Viewer Email Address
    Visit us at: www.flimp.net
  • FLIMP APPLICATIONS
    • Interactive Video Brochures
    • Deliver by email to target audiences and track viewer activity by email address.
    • Video Email Communications
    • Employee and corporate PR video communications with instant analytics.
    • Video Sales Prospecting
    • Audio-Visual sales collateral with viewer tracking and alerts by email address.
    • Video Search Marketing (SEO)
    • Search optimize video content on web pages for organic search.
    • Video Landing Pages
    • Conversion video landing pages for email and online advertising.
    • Social Media and Blog Content
    • Dynamic, self tracking, multimedia content for blogs, and social media sharing.
    Visit us at: www.flimp.net
  • INCREASE CLICKS AND CONVERSIONS WITH VIDEO + EMAIL
    Flimp Video Brochure Viewer Metrics :
    • 23% of flimp viewers initiate a response action
    • 40% of flimp viewers watch video to completion
    • 1.3 minutes is average viewer engagement time
    • 42% average email click thru rate (industry- 4.5%)
    • 98% of flimp viewers have successful video starts
     * Aggregate data from over 8 million flimp viewers since 2008
    Visit us at: www.flimp.net
  • FLIMP VIDEO + EMAIL MARKETING SOLUTION: HOW IT WORKS
    Flimp + ExactTarget to Drive Higher Email Response Rates and Conversions
    Visit us at: www.flimp.net
  • FLIMP MEDIA CASE STUDIES
    United Way Women’s Breakfast Event - Fundraising
    Average Viewing Time: 2 minutes, 42 seconds
    Video Email Click Thru Rate: 27.14% of video email opens
    Response Links Clicked: 69.98% of video viewers
    Registrations from Flimp: 63.12 % of video viewers (sold out)
    Visit us at: www.flimp.net
  • FLIMP MEDIA CASE STUDIES
    Bausch & Lomb Tennis Championships
    Average Video Viewing Time: 48 seconds
    Video Email Click Thru Rate: 69.93% of video email opens
    Video Watch to Completion: 69.86% of video viewers
    Response Links Clicked: 20.92% of video viewers
    Viral email to a friend forwards: 8.09% of video viewers
    Visit us at: www.flimp.net
  • FLIMP MEDIA CASE STUDIES
    Boston College Law School Alumni Development
    Average Video Viewing Time: 1 minute, 6 seconds
    Video Email Click Thru Rate: 37.12% of video email opens
    Video Watch to Completion: 42.37% of video viewers
    Response Links Clicked: 49.66% of video viewers (Donations)
    Visit us at: www.flimp.net
  • FLIMP MEDIA CASE STUDIES
    LIFE Foundation Insurance Education
    Average Video Viewing Time: 3 minutes, 6 seconds
    Video Watch to Completion: 42.20% of video viewers
    Response Links Clicked: 19.60% of video viewers
    Viral Shares: 14.22% of video viewers
    Visit us at: www.flimp.net
  • Contact Information
    Wayne Wall
    Flimp Media
    wwall@flimp.net
    Paul Ritter
    Web Video Marketing Council
    ritter@interactivemediastrategies.com
    Chris Studabaker
    Senior Design Consultant, ExactTarget
    cstudabaker@exacttarget.com