Flimp wvmc - exact target-final


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  • Flimp wvmc - exact target-final

    1. 1. DRIVE CLICKS AND CONVERSIONS <br />WITH EMAIL + VIDEO<br />Presented By:<br />WEB VIDEO MARKETING COUNCIL <br />FLIMP MEDIA<br />EXACTTARGET<br />Moderated By:<br />Morgan Stewart, Principal, Marketing Research and Education ExactTarget<br />Audio Dial In: 1-866-699-3239 Event Number: 961 688 468 <br />
    2. 2. SPEAKERS<br />Wayne Wall <br />CEO & Founder <br />Flimp Media<br />Paul Ritter<br /> Director of Strategic Programs<br /> Web Video Marketing Council<br />Chris Studabaker<br /> Senior Design Consultant<br />ExactTarget<br />
    3. 3. Web Video Marketing Council: <br />June 2010 Email + Video Marketing Survey Results<br />
    4. 4. WEB VIDEO MARKETING COUNCIL<br /><ul><li>Publishes articles and information about web video marketing
    5. 5. Archive of over 3,000 articles on video marketing topics
    6. 6. Weekly newsletter with latest video marketing articles
    7. 7. Research studies and webinars on video marketing topics</li></ul>www.webvideomarketing.org<br />
    8. 8. PURPOSE AND METHODOLOGY OF SURVEY<br />Purpose of Survey:<br /><ul><li>Assess online marketing professionals level of participation and interest in video based email marketing
    9. 9. Identify key industry trends and user issues with respect to integration of video within email marketing programs
    10. 10. Gain insight into marketers perception of the effectiveness of video use with email marketing programs</li></ul>Methodology:<br /><ul><li> Online survey with 13 questions digitally distributed through the Web Video Marketing Council and ExactTarget websites.</li></ul>www.webvideomarketing.org<br />
    11. 11. 2010 VIDEO EMAIL SURVEY PARTICIPANTS<br />Survey taken by over 200 Interactive Marketing Professionals <br /><ul><li>87% of survey participants have marketing oversight responsibilities in their role
    12. 12. 71% are in-house marketing professionals
    13. 13. 29% work for marketing agencies
    14. 14. 30% are marketing decision makers (CMO, SVP, VP, Director)</li></ul>www.webvideomarketing.org<br />
    15. 15. KEY FINDINGS<br />Have you ever used online video in any of your marketing efforts?<br />www.webvideomarketing.org<br />
    16. 16. KEY FINDINGS <br />Have you ever used video in your email marketing efforts?<br />www.webvideomarketing.org<br />
    17. 17. KEY FINDINGS <br />Does your Email Service Provider offer video marketing solutions to its customers?<br />www.webvideomarketing.org<br />
    18. 18. KEY FINDINGS <br />Do you believe integrating video with email marketing increases email click thru rates?<br />www.webvideomarketing.org<br />
    19. 19. KEY FINDINGS <br />Do you believe consumers are more or less likely to purchase or convert after viewing an email campaign that incorporates video?<br /><ul><li>73% More likely to purchase/convert
    20. 20. 2% Less likely to purchase/convert
    21. 21. 3% No difference
    22. 22. 21% Not sure</li></ul>www.webvideomarketing.org<br />
    23. 23. KEY FINDINGS<br />What are your impressions of video usage in email marketing?<br />www.webvideomarketing.org<br />
    24. 24. KEY FINDINGS<br />What do you see as the primary barrier to using video in email marketing?<br />www.webvideomarketing.org<br />
    25. 25. KEY FINDINGS<br />What do you believe is the most effective way to use video in email?<br /><ul><li>40% Link to a video landing page
    26. 26. 33% Video player embedded in email message
    27. 27. 5% Animated or video .gif embedded in email
    28. 28. 6% Link to a page on a video sharing network
    29. 29. 16% Not sure</li></ul>www.webvideomarketing.org<br />
    30. 30. Email + Video: <br />Capabilities and Best Practices<br />
    31. 31. Email, Video, and Email + Video<br />Message content and delivery have evolved:<br />Text – HTML – Rich Media & Video<br />Email drives significant commerce with impressive ROI<br />How we communicate via media is constantly changing<br />Web video<br />Ubiquitous with internet experience<br />Standard formats (.mpeg, .mov, .wmv, .avi, etc)<br />
    32. 32. Email + Video: Delivery Methods<br />Streaming – video downloaded as it plays<br />Embedded – video data included in sent message<br />Linking – click through to externally hosted video<br />
    33. 33. Email + Video: Email Client Support<br />Source: The Current State of Video in Email, Campaign Monitor<br />
    34. 34. Email + Video: Considerations<br />Email client support<br />Image blocking<br />File size and bandwidth<br />Quality<br />Sound<br />Subscriber experience<br />
    35. 35. Email + Video: Best Practices<br />Link to external video<br />Create a preview image of the video with a play button superimposed<br />Feature video prominently in message body<br />
    36. 36. Email + Video: Example<br />
    37. 37. Email + Video: Example<br />
    38. 38. Email + Video: Example<br />
    39. 39. Email + Video: <br />Video Brochures and Landing Pages<br />
    40. 40. ABOUT FLIMP – Interactive Video Email Marketing<br /><ul><li>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
    41. 41. Integrated with ExactTarget and other email service providers
    42. 42. FlimpAgency develops web video creative content for clients
    43. 43. 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 </li></ul>Visit us at: www.flimp.net<br />
    44. 44. BEST PRACTICES FOR INCREASED CLICK THRU RATES <br />Recommended practices from over 500 VE campaigns: <br /><ul><li>Subject line – Indicate that there is video content in the message
    45. 45. Video Email Design – Use a video thumbnail image with play arrow overlay and a descriptive link – “View your Video Message/Brochure”
    46. 46. 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
    47. 47. Descriptive Text and Link – Include some descriptive text and a clear hyper link and alt link in case the video screenshot image is blocked</li></ul>Visit us at: www.flimp.net<br />
    48. 48. VIDEO DRIVES HIGHER ENGAGEMENT AND RESPONSE RATES <br /><ul><li>Forrester research reports a 2-3X higher email click thru rate when embedding video content
    49. 49. 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)
    50. 50. Video ads generate 4-7X higher viewer engagement and response rates compared to static ads (DoubleClick)</li></ul>Visit us at: www.flimp.net<br />
    51. 51. FLIMP® PLATFORM – SIMPLIFY INTERACTIVE VIDEO MARKETING <br />Email Distribute/Optimize <br />Create/Edit<br />Video Landing Pages<br /> Video Brochures<br /> Multimedia Web Content<br />Video White Papers <br />Video Case Studies<br />Video Invitations <br />No Programming<br />Report/Measure<br />Campaign Results <br />Viewer Engagement<br /> Viewer Response<br /> Web Form Data<br /> Forwarding Activity<br />Data is Exportable and Real Time <br />Data Collected by Viewer Email Address<br />Visit us at: www.flimp.net<br />
    52. 52. FLIMP APPLICATIONS<br /><ul><li>Interactive Video Brochures
    53. 53. Deliver by email to target audiences and track viewer activity by email address.
    54. 54. Video Email Communications
    55. 55. Employee and corporate PR video communications with instant analytics.
    56. 56. Video Sales Prospecting
    57. 57. Audio-Visual sales collateral with viewer tracking and alerts by email address.
    58. 58. Video Search Marketing (SEO)
    59. 59. Search optimize video content on web pages for organic search.
    60. 60. Video Landing Pages
    61. 61. Conversion video landing pages for email and online advertising.
    62. 62. Social Media and Blog Content
    63. 63. Dynamic, self tracking, multimedia content for blogs, and social media sharing.</li></ul>Visit us at: www.flimp.net<br />
    64. 64. INCREASE CLICKS AND CONVERSIONS WITH VIDEO + EMAIL <br />Flimp Video Brochure Viewer Metrics :<br /><ul><li> 23% of flimp viewers initiate a response action
    65. 65. 40% of flimp viewers watch video to completion
    66. 66. 1.3 minutes is average viewer engagement time
    67. 67. 42% average email click thru rate (industry- 4.5%)
    68. 68. 98% of flimp viewers have successful video starts</li></ul> * Aggregate data from over 8 million flimp viewers since 2008 <br />Visit us at: www.flimp.net<br />
    69. 69. FLIMP VIDEO + EMAIL MARKETING SOLUTION: HOW IT WORKS<br />Flimp + ExactTarget to Drive Higher Email Response Rates and Conversions<br />Visit us at: www.flimp.net<br />
    70. 70. FLIMP MEDIA CASE STUDIES<br />United Way Women’s Breakfast Event - Fundraising<br />Average Viewing Time: 2 minutes, 42 seconds <br />Video Email Click Thru Rate: 27.14% of video email opens <br />Response Links Clicked: 69.98% of video viewers<br />Registrations from Flimp: 63.12 % of video viewers (sold out)<br />Visit us at: www.flimp.net<br />
    71. 71. FLIMP MEDIA CASE STUDIES<br />Bausch & Lomb Tennis Championships<br />Average Video Viewing Time: 48 seconds<br />Video Email Click Thru Rate: 69.93% of video email opens<br />Video Watch to Completion: 69.86% of video viewers <br />Response Links Clicked: 20.92% of video viewers<br />Viral email to a friend forwards: 8.09% of video viewers<br />Visit us at: www.flimp.net<br />
    72. 72. FLIMP MEDIA CASE STUDIES<br />Boston College Law School Alumni Development<br />Average Video Viewing Time: 1 minute, 6 seconds <br />Video Email Click Thru Rate: 37.12% of video email opens<br />Video Watch to Completion: 42.37% of video viewers <br />Response Links Clicked: 49.66% of video viewers (Donations)<br />Visit us at: www.flimp.net<br />
    73. 73. FLIMP MEDIA CASE STUDIES<br />LIFE Foundation Insurance Education<br />Average Video Viewing Time: 3 minutes, 6 seconds <br />Video Watch to Completion: 42.20% of video viewers <br />Response Links Clicked: 19.60% of video viewers <br />Viral Shares: 14.22% of video viewers<br />Visit us at: www.flimp.net<br />
    74. 74. Contact Information<br />Wayne Wall <br />Flimp Media<br /> wwall@flimp.net<br />Paul Ritter<br />Web Video Marketing Council<br /> ritter@interactivemediastrategies.com<br />Chris Studabaker<br /> Senior Design Consultant, ExactTarget<br /> cstudabaker@exacttarget.com<br />