flimp wvmc - exact target-final
TRANSCRIPT
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DRIVE CLICKS AND CONVERSIONS WITH EMAIL + VIDEO
Presented By:
WEB VIDEO MARKETING COUNCIL FLIMP MEDIAEXACTTARGET
Moderated By:Morgan Stewart, Principal, Marketing Research and Education ExactTarget
Audio Dial In: 1-866-699-3239 Event Number: 961 688 468
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SPEAKERS
Wayne Wall CEO & Founder Flimp Media
Paul RitterDirector of Strategic ProgramsWeb Video Marketing Council
Chris StudabakerSenior Design ConsultantExactTarget
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Web Video Marketing Council: June 2010 Email + Video Marketing Survey Results
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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
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PURPOSE AND METHODOLOGY 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
Purpose of Survey:
Methodology:
• Online survey with 13 questions digitally distributed through the Web Video
Marketing Council and ExactTarget websites.
www.webvideomarketing.org
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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
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KEY FINDINGS
Have you ever used online video in any of your marketing efforts?
www.webvideomarketing.org
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KEY FINDINGS
Have you ever used video in your email marketing efforts?
www.webvideomarketing.org
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KEY FINDINGS
Does your Email Service Provider offer video marketing solutions to its customers?
www.webvideomarketing.org
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KEY FINDINGS
Do you believe integrating video with email marketing increases email click thru rates?
www.webvideomarketing.org
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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
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KEY FINDINGS
What are your impressions of video usage in email marketing?
www.webvideomarketing.org
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KEY FINDINGS
What do you see as the primary barrier to using video in email marketing?
www.webvideomarketing.org
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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
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Email + Video: Capabilities and Best Practices
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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)
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Email + Video: Delivery Methods
• Streaming – video downloaded as it plays• Embedded – video data included in sent message• Linking – click through to externally hosted video
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Email + Video: Email Client Support
Source: The Current State of Video in Email, Campaign Monitor
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Email + Video: Considerations
• Email client support
• Image blocking
• File size and bandwidth
• Quality
• Sound
• Subscriber experience
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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
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Email + Video: Example
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Email + Video: Example
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Email + Video: Example
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Email + Video: Video Brochures and Landing Pages
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• 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
ABOUT FLIMP – Interactive Video Email Marketing
Visit us at: www.flimp.net
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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
BEST PRACTICES FOR INCREASED CLICK THRU RATES
Visit us at: www.flimp.net
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• 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)
VIDEO DRIVES HIGHER ENGAGEMENT AND RESPONSE RATES
Visit us at: www.flimp.net
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FLIMP® PLATFORM – SIMPLIFY INTERACTIVE VIDEO MARKETING
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
Email Distribute/Optimize
Visit us at: www.flimp.net
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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
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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
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FLIMP VIDEO + EMAIL MARKETING SOLUTION: HOW IT WORKS
Flimp + ExactTarget to Drive Higher Email Response Rates and Conversions
Visit us at: www.flimp.net
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FLIMP MEDIA CASE STUDIESUnited 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
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FLIMP MEDIA CASE STUDIESBausch & 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
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FLIMP MEDIA CASE STUDIESBoston 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
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FLIMP MEDIA CASE STUDIESLIFE 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
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Contact Information
Wayne Wall Flimp [email protected]
Paul RitterWeb Video Marketing Council [email protected]
Chris StudabakerSenior Design Consultant, [email protected]