video in marketing
TRANSCRIPT
11 BILLION VIDEO STREAMS
7 out of 10Number of your customers watching online video
The average monthly traffic in 2014 will be equivalent to 32 million people streaming Avatar in 3D, continuously for the entire month
It would take over two years to watch the amount of video that will cross global IP networks every second in 2014
It would take
72 million years to watch the amount of video that will cross global IP networks during the calendar year 2014
Million-dollar Idea?
$1.65B Idea???
It all started on April 23, 2005
8:27PM
“Me at the Zoo”
Google buys YouTube$1.65 billion
User-Generated Content
Engagement
Online Video
"There was a time when music videos were purely promotional, and that was fine when people were buying music. Now they're no longer promotional. We sell advertising in and around them at a premium. Instead of being a marketing expense, videos can be a profit center."
NEW YORK TIMES, 5.13.2010
Video Changed The Music Business
Video Killed the Radio Star
Internet Killed the Video Star
MTV - Music Video - Reality Shows - Web
OK Go, Here It Goes Again, This Too Shall Pass
Music Isn’t The Only Business Changed By Video
Today’s Marketer
Marketer
Distribution
Technologies
Storytelling techniques
Metrics/Optimization
Utilization as marketers
Human Behavior
67% identified online video as a primary focus of their 2009 digital marketing campaigns
52% planning the launch of an online video project by the second quarter 2009
Brand awareness was cited by 71% of respondents as the foremost value of online video, followed by lead generation (47%), customer retention (44%), and customer conversion (41%)
WHY VIDEO?
WHY VIDEO?
Search optimizationVideo is 53x more likely to appear on first SERP than text pages(Forrester Research study)
Purchase rates“Brands using online video have seen lifts of anywhere from 20% - 40% in terms of incremental buying with online video and rich media over other ad forms.” (Comscore)
Blended distribution (online video can be deployed across multiple channels simultaneously garnering significant targeted viewership)
Video ties well to lead generation strategies
Engaging way to feature product tours, case studies and contextual stories
Offers ideal opportunity to demonstrate complexity in products or features, and reduce down to a simple and digestible narrative
WHY VIDEO?
NAVIGATE VIDEO CONTENT
ObjectivesWhat business and marketing goals must you attain?
A great brand is like a great song
Brand Groove™
Apple® Brand Groove™
Style: informative, casual, fun and exciting.Expertise: experts in creative technologies.Integrity: creative yet powerfully simple ideas. Vision: continue to fuel the creative spirit through technology. Trends: they are the trend. User Experience: intimate and approachable.Competition: wide, fierce and continually changing.Audience: creative people who want technology to get out of their way.
Lead generation
Communication of key brand messages
Product introductions
Sales
Enhancing the online shopping experience
Customer service
Expanding Role of Video
LEADGENERATION
Rhode Island School of DesignRISD president John Maeda consistently uses video to express the uniqueness of school and engage with a broad range of audiences
Rhode Island School of DesignVimeo is used to feature student work and provide a unique view into RISD for prospective students
BRANDING
LONG-FORMAT BRANDED ENTERTAINMENT
Focus on enhancing connections with the brand through display of it’s experience
PRODUCT INTRODUCTION
CISCO’S ASR 9000 router
The launch campaign focused around a humorous video about a bumbling tech reporter:
Interestingly, Cisco CEO John Chambers is featured in the video
The launch strategy included deployment across a focused and supporting range of platforms that each offered additional content including a blog, Facebook group, Twitter, YouTube and a preview launch site including interactive video.
SALES
18%
68%
Use of video by online retailers in December 2008
Use of video by online retailers in December 2009
Simon and Schuster
Interesting use of video and other platforms by book publisher allowing the audience to get to know authors through interviews and other features.
Goal: put a face to the books; give personality to the publisher; create a personal connection that ideally shortens the sales cycle.
ENHANCE ONLINE
SHOPPING
Target®
Use online video to promote branded cookware by Giada Di Laurentiis
PFI Western
Use video to not just augment but “transform the retail experience across channels”
Integrated with television show “Shopping Western Style” on RFD-TV & an online lifestyle magazine
FAQs submitted and featured as ‘TV’ content
PFI Western
Also using video to introduce promotional contests and solicit user-generated video
CUSTOMER SERVICE
WacomExtensive range of videos provide product support/answers to FAQ’s, product information and user case studies
Metrics of Video
Metrics of Video
All major search engines now include video
Video content is weighted higher than text
YouTube processes 1 billion more searches per month than Yahoo!
VSEO relies upon well crafted metadata
Ogilvy’s PPI™
Number of conversions Post-Play Interaction
Engagement after conversion
Sharing/social activity
Comments
Ogilvy’s PPI™Push Social Behavior
- Sharing- Gaming- Blogging
Push Commerce Behavior- Buy something- Sell Something- Save something
Embedded content player
Reach, link
Deeper dive to additional content
MK In-View Content Chains
Video Trends
Video Trends
A Wall Street Journal article in June, 2010 noted that consumer online video viewing habits are shifting from daytime to evening
Longer-format branded entertainment
Branded content migrating online
MOBILE ADVERTISING
TECHNOLOGY
HTML5
Apple’s iPad only supports HTML5 video (and not Flash)
TECHNOLOGY
High quality video is becoming more accessible
New HD digital camera from Olympus used to shoot their television commercial:
Cannon 5D/7D
KEYS TO SUCCESS IN LEVERAGING VIDEO IN
BRAND MARKETING
WHAT NOT TO DO…
Worst practices in online video per Forrester Research include:
Isolated experiences
Videos disconnected in a separate section, not placed contextually with related content and text
Obtrusive experiences
Pop-ups or auto-play, particularly with sound and/or when it interferes with expected navigation
Barricaded experiences
Requiring downloads, registration or sign-in before viewing
CHECKLIST FOR ONLINE VIDEO USE
Maximize traffic to videos Optimize video for search
Distribute video across the web
Add content to the Web page
Reduce video load time
Enable video sharing
RECOMMENDATIONS FOR VIDEO USAGE
Clearly identify (multiple) business and brand goals to be addressed and the role video can play
Ensure content strategy is well-grounded in brand messaging - Brand Groove™
Effectively integrate videos with other marketing and social media efforts
It’s probably time to dip your toe in the water.
