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Content and Commerce converge through online video - a Webinar with Do-Ipse, Invodo and MarketLive. Presented by Chris Reighley, Russ Somer and Kristi Burton
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CONTENT AND COMMERCE CONVERGE THROUGH ONLINE VIDEO
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Webinar Material
What to expect…. • A copy of the presentation & link to recorded event
If you experience technical problems please contact:• WebEx Technical Support: 1-866-229-3239
Chat With Us During the Webinar!
Use the Hashtag
#contentcommerce
Do-Ipse MarketLiveInvodo
@DoIpse @MarketLiveInc @Invodo
@chrisreighley @rsomers
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Agenda
• Using Video to Capture the Customer’s Attention
• How Video Drives Conversion and Loyalty
• Do-Ipse Case Study
• QA
USING VIDEO TO CAPTURETHE CUSTOMER’S ATTENTION
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MarketLive – Insightful Commerce
• MarketLive is the market leader in delivering end to end solutions that accelerate our customers’ growth.
• Insightful Commerce fundamentally changes the each interaction between you and your customer. – Combines omni channel integrated data,
years of expertise, decision tools and a powerful technology platform
– Delivers unbeatable consumer experiences that translate into rapid growth for you
• MarketLive is your partner for long term success and growth
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• Insightful Commerce Engine provides rich features to drive
optimal customer interactions
• State of the Art technology platform ensures flexibility/extensibility
• Industry leading IT hosting and support
• Proven Best Practices
• Design, strategy, technical and operational expertise and
resources
• Personalized account management
and highly responsive support
• On-demand access to the industry’s best and brightest
Our Solution is specifically designed to grow your online and offline
business
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MarketLive’s Full Commerce Solution
Strong Vertical Solutions
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Apparel Health & Beauty Home & Garden Specialty/Catalog
Is video really important?
–More than 50% of Internet users watch online video 1
–Visual social networks are exploding in popularity
• Instagram & Pinterest each used by 12% of online adults 2
1. Source: comScore, December 2012 video rankings report, January 2013
2. Source: Pew Internet, “Social Networking,” November 2012
Thinking outside the home page - Effective uses of video
– Video in email (subject lines, marketing, transactional)
• Using the word “video” in the Subject: line can boost open rates up to 20%, and video in email can produce a two-fold to three-fold increase in click-through rates (Email Experience Council)
–Video on product pages and supporting those with compelling content
• In-depth product demonstrations can satisfy shoppers’ need for information and motivate the add-to-cart. Zappos reported sales increases of 6-30% on pages featuring video. (video-commerce.org)
– Video in social
• Video is the most popular content type on Google+; and 9% of links posted to Twitter are video clips (eMarketer)
Video in email
– Still images that link to videos motivate email engagement
– American Eagle Outfitters has three animated .gifs for lifestyle videos embedded in it.
1. Source: comScore, December 2012 video rankings report, January 2013
2. Source: Pew Internet, “Social Networking,” November 2012
Video in email
– Crazy Shirts used video in email and onsite
Video supporting products with compelling content
– Country Curtains uses video to educate and take fear out of purchase
Video supporting products with compelling content
– When devising video strategy, merchants should create compelling content that supports the brand and the lifestyle, not just individual products – candle care from Yankee Candle.
End of the product page as we know it
• Shoppable images & video
End of the product page as we know it
• Shoppable images & video
http://www.barneys.com/Spring-2012-Women%27s-CO-OP-Video/WCOOPSPRINGVIDEO,default,pg.html
End of the product page as we know it
• Shoppable images & video
http://youtu.be/JBEX_uXFMn8
Video in social
– Burberry welcomes viewers to Google+ with video
Video in Social
On social media: Embedded links stay with images when shared
VIDEO DRIVES CONVERSION & LOYALTY
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Why Video Works
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65% 25% 10%
Video
Dominant Learning
Styles
Text-BasedVisual Auditory
Video Increases Confidence and Conversion
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I am more confident when I watch a product video in advance of making a purchase online and therefore less likely to return that product
I have more confidence in the purchases I make after I watch related onsite videos
I am willing to stay on a website longer because the retailer or brand manufacturer makes product videos available
I am more engaged with a retailer or brand manufacturer as a result of videos they make available about products they sell
I am more likely to return to a retailer who integrates video into their website experience
I purchase more products on websites that allow me to learn about them via video
I spend more time on websites where video is present
I purchase products on websites as a result of being influenced by videos on these sites
57%
55%
52%
50%
45%
44%
44%
40%
52%
51%
45%
44%
41%
37%
35%
31%
Please note your level of agreement or disagreement with the following statements relative to videos being shown on retailer or brand manufacturer websites.
Top-2: Strongly/Somewhat Agree
2011 2012
Invodo/e-tailing group 2013 Consumer Video Survey
Education and Demonstration Engage Shoppers
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Videos that educate you about a particular category you are planning to purchase (how to buy a computer, selecting a re-
frigerator, etc.)
Product videos that include a demonstration
Videos supporting a brand's value proposition (Why buy a Dell computer, Why Shop Home Depot, etc.)
Product videos that talk about products but don't contain a demonstration
2.79
2.77
2.40
2.32
How much time do you typically spend watching the following types of videos on a retail or manufacturer website?
Invodo/e-tailing group 2013 Consumer Video Survey
Consumer Sentiment Favors Video
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Invodo “Five-Star Video Shopping”, 2012
Retailers are Rapidly Adopting Video
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“If you can say it, why not say it
in video.” –Mass Merchant
Retailers believe that video
growth is based on its “unique
ability to emulate a great sales
associate who’s linked to the
site” -Footwear Brand
“it’s absolutely necessary as
while it may be new today it will
be essential to have video for
kids so being in the game now is
advised.”
–Mass Merchant“Without the benefit of the
tactile in-store experience video
has proven to be the perfect
means to educate, inspire and
convert shoppers. “
– Sporting Goods Retailer
“Video is the top function merchants plan to add to their ecommerce sites over the next 12 months.” – Multichannel
Merchant, June 2013
Invodo/e-tailing group 2013 Merchant Video Survey
- PAGE 27 -the e-tailing group
\Product Page is a Key Video Consumption Point
Product page
Home page
Brand page (e.g., Columbia, Black & Decker, Kitchen
Aid)
Category page
Video gallery
Banner advertising with video
None of the above
55%
42%
34%
20%
14%
13%
8%
47%
51%
33%
19%
na
na
na
From which of the following onsite web pages have you watched a product video in the past 3 months when shopping? Check all that apply.
2011
2012
Invodo/e-tailing group 2013 Consumer Video Survey
Video SEO Benefit
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Organic video
placement is #1
below paid ads
The Invodo Methodology
Video Value Cycle
Video Value Cycle
• Supports Program Growth
• Drives Continual Improvement
• Delivers & Measures Incremental
Revenue
Invodo Clients
MERCHANT SUCCESS STORY: DO-IPSE
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Introduction to Do-Ipse.com
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DIY Online Destination
• Identify the needs or “problem” first.
• Provide proven “solutions” with products selected by expert
professionals.
• So you can get your project done and enjoy life.
Do-Ipse Brand Position & Equity
Brand Equity• Open your eyes to a new way of solving problems in your home making it less of a burden and more of a delight.
Our Purpose:• Giving families time back to themselves so they can support and serve one another.
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Do-Ipse??
What’s with the name…..
Ipseis Latin for
Yourself
(Sort of. Actually, it’s himself. But we’re an equal opportunity website.)
So translated, our name is
Do (It) Yourself
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Goal of Video
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1. Bring to our brand equity and promise to life.
2. Make it EASY for our consumers to solve their “problems”.
Do-Ipse.com and Invodo
Video Strategy
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Branding &
Promotional
Videos
Solution Videos Application
Videos
Services we use with Invodo
• Full Service Production–Strategy–Script Writing–Talent & Location
Sourcing• Video Hosting• Video Gallery
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Video Production
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Branding & Promotional Videos
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• Site Landing Pages
• Social
• YouTube
• Promotional Emails
• Email Welcome Series
Solution Videos
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Because of the nature of
our products, a product can
have multiple solutions.
We can have up to 4
solution videos on a
Product Detail Page.
Application Videos
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• Every product has an
application video with
instructions of use.
• Incorporating with Mobile
Site via product QR
Codes.
• Incorporating with our
Post-Fulfillment email
series.
Integration with MarketLive
• Simple integration with MarketLive.• We use Custom Attributes to assign videos.• Videos work on Product, Categories, Product Groups, Mobile and in
Content sections.• We can also drop video snippet into slots.
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QA
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Contact MarketLive:
877-341-5729
617B Second Street
Petaluma, CA 94952
Thank You!
Contact Invodo:
512-279-4800
211 E. 7th Street, Suite 210
Austin, TX 78701
