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Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2
 

Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2

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    Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2 Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2 Presentation Transcript

    • The New Content Marketer –How Puma Increased Customer EngagementOn Every Screen
    • Steve RotterVP Digital Marketing Solutions srotter@brightcove.com @sjrotter
    • Brand Leadership and Content Marketing http://tinyurl.com/brandleadership
    • 1931
    • 20121.5 Million Subs 14 Languages #1 Publication
    • 2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
    • 201220112013 B2B Content Marketing Benchmark, CMI/Marketing Profs
    • FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO Video Works – Consumers engage with a company’s branded videos as often as their ads Video Always - Brands should use video at every stage of their customer lifecycle Video Everywhere – Brands must extend their content to their entire brand ecosystem
    • VIDEO IS TAKING OVER THE WEB
    • BRIGHTCOVE CLOUD CONTENT SERVICESOUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
    • …let’s watch some video
    • Convergence
    • The Shift in Brand Strategies Represents one of the most critical issues facing Digital Marketers as well as Media Companies Yesterday Today OWNEDPAID OWNED EARNED PAID EARNED
    • Contextualizing
    • Puma TV
    • Live
    • LIVE HALO EFFECT Increase in “On-Demand” Traffic Spike in Traffic From Live Event Spike in Traffic From Live Event Incremental on demand views after the event
    • Live + Social
    • 3DPlayer CustomizationDVR
    • GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
    • Hyper-Integration
    • Multi-screen
    • Mobile
    • MOBILE AUDIENCES DEFINED BY TWO WORDS…34
    • Conversion
    • CONVERSION / PURCHASE – INDUSTRY STATSLanding Page Conversion - 32%-85% increase for landing pages with video – AB test of same pagewith and without video –28% increase in conversion rates – AB Test by Visual WebVideo in email marketing has been shown to increase click-through rates by over 96%. (Implix EmailMarketing Survey)Purchase Conversion- 30-90% increase in product conversions with videoVisitors who view product videos are 85% more likely to buy than visitors who do not. (InternetRetailer, April 2010)In one campaign including video in an email campaign drove a 51% increase in subscriber-to-leadconversion. (Blue Sky Factory Webinar, 2010)
    • AUDI TV
    • SEIKO TV
    • VIDEO PORTALS “YOUR BRAND TV”
    • VIDEO PORTALS “YOUR BRAND TV”
    • VIDEO PORTAL ON FACEBOOK
    • SIGNIFICANTLY IMPROVE CONVERSION RATES
    • M&S TV FROM RETAILER MARKS & SPENCER Videos appear alongsideAll videos hosted on M&S TV products in eCommerce site. [video area]
    • Summary• Convergence• Context• Puma TV• Live• + Social• Hyper-Integration• Multi-screen• Mobile• Conversion