How Video Marketing Drives Sales

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Session will provide an overview of the video marketing ecosystem, including metrics and monetization. Attendees will also learn how they can drive sales and generate value with digital video.

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How Video Marketing Drives Sales

  1. 1. Intro slide How Video Marketing Drives Sales January 2014 Steve Winterhalter
  2. 2. People don’t read EXTRA EXTRA
  3. 3. Push to ad drama
  4. 4. Video stimulates recall 4
  5. 5. You can measure engagement 5
  6. 6. Owned, Earned, Paid Owned Media Earned Media Paid Media
  7. 7. KMART
  8. 8. Online Adspend Growth “US Online Video Ad Spending 2011-2016”, eMarketer, May 2012
  9. 9. The present sitch viewed by a pro video professional .1% CTR (source: Doubleclick) • You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media) • 8% of web surfers are responsible for 85% of all clicks (Source: comScore) • About 50% of clicks on mobile banners are accidental (Source: Goldspot)
  10. 10. Present sitch specific to affiliates Video Addresses a Larger Spectrum of Purchase Intent Video Mktg. Affiliate Mktg.
  11. 11. Consumers Interact with Video Source: Invodo 2013 11
  12. 12. Video Views Convert Source: Invodo 2013 12
  13. 13. Things to consider before launching into video How Can Affiliate Marketers use video to generate sales? First, understand how the medium works: the different types of video devices and consumption patterns. For Example: • • • • Lean forward viewing compared to lean back Device type: iPad, desktop, mobile Timing: Watching day versus night Video types: product reviews, how to’s,
  14. 14. Ways to make money with video Two Avenues for Generating Revenue with Video Build an audience and monetize • Have others monetize it • Get a channel sponsor • Feature your own products or have exclusive representations You don’t even need to make your own video Use Video to drive traffic • Target audiences and monetize with performance links • Can be used with search, display, email, retargeting, etc.
  15. 15. Conclusion: Why video is awesome Conclusion: Why video is awesome • Very information dense • Video works in all three media types: paid, owned, earned media • Works through all stages of sales funnel awareness through action • Content can be advertising • Engagement: Great at getting and keeping audience attention + measureable • Converts better • Recall: It’s more memorable • It’s shareable, maybe even viral • Formats well to all devices – fits into our lives • There are different types of video formats-each bring a different way to market and to target
  16. 16. Thank You Steve Winterhalter steve@coull.com

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