STEP UP YOUR VIDEO
MARKETING STRATEGY IN 2014
KIOSKED WEBINAR
18.02.2014

Jaakko Iso-Jarvenpaa, Kiosked
Sophie Rayers, Bri...
KIOSKED
WEBINAR

AGENDA
•  Introduction
•  Forewords about content marketing
•  Interactive video on the rise: research
• ...
CONTENT MARKETING
Introduction to Everywhere Commerce
THE ALWAYS ON
CONSUMER PLACES
NEW DEMANDS ON
MARKETERS
90% of B2C brands use content
marketing to educate
consumers about ...
Give people what they
want, when they want it,
in the form they want it
in.
Kevin Spacey,
Award Winning Actor & Producer

...
WHAT IS CONTENT MARKETING?

CREATING
CONTENT

EVENTS
FACEBOOK

WEBINAR!
FORUMS!

BLOG!

EMAILS!
NEWSLETTERS

ARTICLES!

WH...
CONTENT
DELIVERY

Consumers want to
connect with their
favorite brands but they
want this connection to
be meaningful.
eMa...
CONTENT
MARKETING
CHANNELS

© Kiosked copyrighted material!

VISUAL CONTENT ACROSS ALL
CHANNELS

9
IF SALES GOES UP –
IT’S THE MARKETING!
Web traffic/ page views
Click-through

Registrations and sign-ups
New site visitors...
INTERACTIVE VIDEO
Definition, strategy and statistics
VIDEO AS PART
OF CONTENT
MARKETING

VISUAL CONTENT AS DRIVER
FOR EVERYWHERE COMMERCE

93%
Of marketers are using
video tod...
INTERACTIVE
VIDEO

LINEAR VS. INTERACTIVE

VIDEO ADS
LINEAR VIDEO
INTERACTIVE VIDEO

© Kiosked copyrighted material!

13

...
INTERACTIVE
VIDEO

© Kiosked copyrighted material!

VIDEO ADS OR INTERACTIVE VIDEO

16
INTERACTIVE
VIDEO

THE NEAR FUTURE OF VIDEO
SHORT FORM

V–COMMERCE

V–EXPLORATION

© Kiosked copyrighted material!

LONG F...
START WITH WHAT YOU CONTROL

INTERACTIVE
VIDEO

EMAILS

SEO/SEM

OWN WEBSITE
SOCIAL CHANNELS

OFFLINE

© Kiosked copyright...
VIDEO MARKETING

MAKE VIDEOS ON
BRIGHTCOVE
INTERACTIVE

Turn your Brightcove videos
into interactive storefronts
with shop...
INTERACTIVE
VIDEO

© Kiosked copyrighted material!

UP AND RUNNING IN MINUTES

22
BRIGHTCOVE

Video marketing trends and strategies
Why Video Will Revolutionize Your 2014
Marketing Strategy
SOPHIE RAYERS
DIRECTOR OF MARKETING, EMEA & LATAM
BRIGHTCOVE
Your CONTENT
is your first sales call
second,
third…
WHAT ARE YOUR GOALS FOR CONTENT MARKETING?

B Content Marketing Benchmark, CMI/Marketing Profs

BRAND AWARENESS 79%
CUSTOM...
WHAT CONTENT TYPES GREW THE MOST?
RESEARCH REPORTS 44%

2012

25%

2011

VIDEO 70%
52%
MOBILE CONTENT 33%

15%
VIRTUAL CON...
VIDEO IS TAKING OVER THE WEB

2000

2005

2012
BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO

!  Video

Works
!  Video Always
!  Video Everywhere
Pages with video

2-3x

attracted
more visitors

(MarketingSherpa)
and…
157%

increase

in organic traffic from
search engines. (MarketingSherpa)
76%

of marketers plan to
add video to their sites
making it a higher
priority than Facebook,
Twitter, and blog
integratio...
Timing live, socially sharable events with
product launches.
12 |

Confidential
300%

Mobile Video
consumption
growth in 2012
14
When marketers used the
word “video” in an email
subject line, open rates
rose 7%

to 13%

(Experian 2012 Digital Marketer...
Visitors who view product videos

85%

are
more likely to buy
than visitors who do not. (Internet Retailer)
Build Your
Own TV Station
1. CONTENT
2. CONNECTED
3. CHANNELS
4. CONVERSION
CASE STUDIES

What have we learned from our clients?
CASE STUDY

INTERACTIVE VIDEO ON OWN SITE

NEW
COLLECTION
CHALLENGE

© Kiosked copyrighted material!

5,000,000
UNIQUE USE...
CASE STUDY

INTERACTIVE VIDEO IN SOCIAL
MEDIA

68%

ENGAGEMENT RATE

© Kiosked copyrighted material!

5%

380%

CONVERSION...
CASE STUDY

INTERACTIVE VIDEO ON OWN TVCHANNEL

500.000
UNIQUE USERS MONTHLY

© Kiosked copyrighted material!

50%

ENGAGE...
INTERACTIVE
VIDEO

CUSTOMERS ARE ASKING FOR IT!

2MIN
Retail site visitors who view
video will spend 2min
longer on site.
...
OFFER FOR BRIGHTCOVE CLIENTS

BRIGHTCOVE
OFFER

FREE
SETUP

© Kiosked copyrighted material!

FREE

USE THE KIOSKED PLATFOR...
INTERACTIVE
VIDEO

GET STARTED
•  Sign-up to Kiosked’s newsletter by sending mail to:
int-comms@kiosked.com

•  Like Kiosk...
Webinar Kiosked Brightcove UK
Webinar Kiosked Brightcove UK
Webinar Kiosked Brightcove UK
Webinar Kiosked Brightcove UK
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Webinar Kiosked Brightcove UK

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Kiosked and Brightcove have teamed up to educate online retailers on how to tell their story through video and more importantly how to directly drive revenue through video.

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Webinar Kiosked Brightcove UK

  1. 1. STEP UP YOUR VIDEO MARKETING STRATEGY IN 2014 KIOSKED WEBINAR 18.02.2014 Jaakko Iso-Jarvenpaa, Kiosked Sophie Rayers, Brightcove
  2. 2. KIOSKED WEBINAR AGENDA •  Introduction •  Forewords about content marketing •  Interactive video on the rise: research •  Brightcove and video marketing trends •  Case studies on interactive video •  Wrap-up © Kiosked copyrighted material! 3 5 min 5 min 10 min 15 min 5 min 5 min
  3. 3. CONTENT MARKETING Introduction to Everywhere Commerce
  4. 4. THE ALWAYS ON CONSUMER PLACES NEW DEMANDS ON MARKETERS 90% of B2C brands use content marketing to educate consumers about their brand Content Marketing Institute © Kiosked copyrighted material! 5
  5. 5. Give people what they want, when they want it, in the form they want it in. Kevin Spacey, Award Winning Actor & Producer © Kiosked copyrighted material! 6
  6. 6. WHAT IS CONTENT MARKETING? CREATING CONTENT EVENTS FACEBOOK WEBINAR! FORUMS! BLOG! EMAILS! NEWSLETTERS ARTICLES! WHITE PAPERS 60 % ONLY of B2C marketers plan to increase the amount they allocate to content marketing. TWITTER CASE STUDIES! VIDEO 34 % Felt they were effective (in their content marketing efforts) Marketing Profs/Content Marketing Institute © Kiosked copyrighted material! 7
  7. 7. CONTENT DELIVERY Consumers want to connect with their favorite brands but they want this connection to be meaningful. eMarketer © Kiosked copyrighted material! 8
  8. 8. CONTENT MARKETING CHANNELS © Kiosked copyrighted material! VISUAL CONTENT ACROSS ALL CHANNELS 9
  9. 9. IF SALES GOES UP – IT’S THE MARKETING! Web traffic/ page views Click-through Registrations and sign-ups New site visitors Time spent on site Brand awareness! SALES! © Kiosked copyrighted material! 10
  10. 10. INTERACTIVE VIDEO Definition, strategy and statistics
  11. 11. VIDEO AS PART OF CONTENT MARKETING VISUAL CONTENT AS DRIVER FOR EVERYWHERE COMMERCE 93% Of marketers are using video today in their content marketing. 71% Of people say there is no better way to bring a product to life than video. © Kiosked copyrighted material! 12 90% Of the online population will regularly watch video by 2017. 40% The increase in conversions when using video compared to other content types.
  12. 12. INTERACTIVE VIDEO LINEAR VS. INTERACTIVE VIDEO ADS LINEAR VIDEO INTERACTIVE VIDEO © Kiosked copyrighted material! 13 BRANDED VIDEO CONTENT
  13. 13. INTERACTIVE VIDEO © Kiosked copyrighted material! VIDEO ADS OR INTERACTIVE VIDEO 16
  14. 14. INTERACTIVE VIDEO THE NEAR FUTURE OF VIDEO SHORT FORM V–COMMERCE V–EXPLORATION © Kiosked copyrighted material! LONG FORM SOCIAL MEDIA + MOBILE OWN SITE + DESKTOP /TABLET SOCIAL MEDIA + MOBILE OWN SITE + DESKTOP /TABLET 19
  15. 15. START WITH WHAT YOU CONTROL INTERACTIVE VIDEO EMAILS SEO/SEM OWN WEBSITE SOCIAL CHANNELS OFFLINE © Kiosked copyrighted material! SOCIAL 20
  16. 16. VIDEO MARKETING MAKE VIDEOS ON BRIGHTCOVE INTERACTIVE Turn your Brightcove videos into interactive storefronts with shoppable products. Fast setup. Easy to use. 21 © Kiosked copyrighted material! 21
  17. 17. INTERACTIVE VIDEO © Kiosked copyrighted material! UP AND RUNNING IN MINUTES 22
  18. 18. BRIGHTCOVE Video marketing trends and strategies
  19. 19. Why Video Will Revolutionize Your 2014 Marketing Strategy SOPHIE RAYERS DIRECTOR OF MARKETING, EMEA & LATAM BRIGHTCOVE
  20. 20. Your CONTENT is your first sales call second, third…
  21. 21. WHAT ARE YOUR GOALS FOR CONTENT MARKETING? B Content Marketing Benchmark, CMI/Marketing Profs BRAND AWARENESS 79% CUSTOMER ACQUISITION 74% LEAD GENERATION 71% LOYALTY 64% THOUGHT LEADERSHIP 64% ENGAGEMENT 63% WEB TRAFFIC 60% LEAD MGT 45% SALES 43%
  22. 22. WHAT CONTENT TYPES GREW THE MOST? RESEARCH REPORTS 44% 2012 25% 2011 VIDEO 70% 52% MOBILE CONTENT 33% 15% VIRTUAL CONFERENCES 28% 10% 2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
  23. 23. VIDEO IS TAKING OVER THE WEB 2000 2005 2012
  24. 24. BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO !  Video Works !  Video Always !  Video Everywhere
  25. 25. Pages with video 2-3x attracted more visitors (MarketingSherpa)
  26. 26. and…
  27. 27. 157% increase in organic traffic from search engines. (MarketingSherpa)
  28. 28. 76% of marketers plan to add video to their sites making it a higher priority than Facebook, Twitter, and blog integration. (Social Media Examiner, April 2012)
  29. 29. Timing live, socially sharable events with product launches. 12 | Confidential
  30. 30. 300% Mobile Video consumption growth in 2012
  31. 31. 14
  32. 32. When marketers used the word “video” in an email subject line, open rates rose 7% to 13% (Experian 2012 Digital Marketer: Benchmark and Trend Report)
  33. 33. Visitors who view product videos 85% are more likely to buy than visitors who do not. (Internet Retailer)
  34. 34. Build Your Own TV Station
  35. 35. 1. CONTENT 2. CONNECTED 3. CHANNELS 4. CONVERSION
  36. 36. CASE STUDIES What have we learned from our clients?
  37. 37. CASE STUDY INTERACTIVE VIDEO ON OWN SITE NEW COLLECTION CHALLENGE © Kiosked copyrighted material! 5,000,000 UNIQUE USERS MONTHLY 25 7% CLICK-THROUGH RATE
  38. 38. CASE STUDY INTERACTIVE VIDEO IN SOCIAL MEDIA 68% ENGAGEMENT RATE © Kiosked copyrighted material! 5% 380% CONVERSION RATE IN COMPARISON TO BANNERS CLICK-THRU-RATE 26
  39. 39. CASE STUDY INTERACTIVE VIDEO ON OWN TVCHANNEL 500.000 UNIQUE USERS MONTHLY © Kiosked copyrighted material! 50% ENGAGEMENT RATE 27 300 NUMBER OF VIDEOS KIOSKED
  40. 40. INTERACTIVE VIDEO CUSTOMERS ARE ASKING FOR IT! 2MIN Retail site visitors who view video will spend 2min longer on site. 71% Of consumers say there is no better way to bring product features to life than video. 85% 40% Online consumers viewing video are 85% more likely to purchase. 40% of online consumers’ purchases are impulsive. © Kiosked copyrighted material! 28
  41. 41. OFFER FOR BRIGHTCOVE CLIENTS BRIGHTCOVE OFFER FREE SETUP © Kiosked copyrighted material! FREE USE THE KIOSKED PLATFORM TO ENRICH YOUR IMAGES 29 FREE BRANDING OF YOUR KIOSKS
  42. 42. INTERACTIVE VIDEO GET STARTED •  Sign-up to Kiosked’s newsletter by sending mail to: int-comms@kiosked.com •  Like Kiosked in Facebook: www.facebook.com/kiosked •  Follow Kiosked on Twitter: @Kiosked © Kiosked copyrighted material! 31

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