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Video

Moving Pictures - Unlock the ROI Of Online Video

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Moving Pictures - Unlock the ROI Of Online Video

Usage of online video continues to grow at a significant rate and has now become a key pillar in many marketing strategies.

  • Video accounted for 64 percent of all consumer Internet traffic in 2014
  • Videos on Facebook now receive over four billion views per day - helped significantly by Facebook’s auto-play settings!
  • PwC anticipates that video will be the fastest growing area of Internet advertising in Australia, tripling in value in the next 4 years
  • Nearly 1 in 3 millennials confirmed they have purchased a product as a direct result of watching a tutorial or how-to video about it

Organisations are investing a great deal in their video content strategies and are using the medium as a powerful and engaging tool to communicate brand and product concepts.

One key aspect that has historically been overlooked is driving action from video content. A number of brands are leveraging shoppable videos that highlight design trends via a brand ambassador or stylist to discuss what’s hot. Shoppable video then makes it easy for customers to find the full product details and purchase online. The critical factor is to deliver engaging content that showcases products whilst intertwining a story that compliments the viewing experience.

Leading examples of mixing video content and action include Burberry’s runway video which is an elegant example of melding new fashion looks with shopping abilty; Kate Spade with their beautifully executed campaign featuring Anna Kendrick - The Waiting Game and Joyus who use this technique for nearly all of their products online.

Video can be a very effective medium to communicate difficult concepts online such as size and scale of products, demonstrate features and benefits for complex products, address issues that may arise post sale and provide product tutorials.

Ultimately, video content is great at communicating engaging and emotive concepts and should be used to bring your brand alive.

Keen to learn more? Come along to my Online Retailer Conference session - Moving Pictures: Unlock the ROI Gold in Online Video on 22 July where I’ll cover video trends, making content actionable and provide insights on creating effective video content.


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eBay’s Quest To Reinvent Retail

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eBay’s Quest To Reinvent Retail

US based fashion label Rebecca Minkoff started as an online only brand in 2005 and opened their first physical boutique in Tokyo in 2012.  Recently, they have partnered with eBay to launch their version of the ‘connected store' to showcase eBay’s latest technology for reinventing instore shopping. The SOHO flagship store has an interactive mirror which allows customers to create a 'try on’ wishlist and receive a notification when their selected items are waiting for them in the change room. It also identifies items as they are being tried on and makes matching product recommendations (functionality that is usually reserved for online retailers).

The technology doesn’t stop with the interactive mirror though. In addition, the store features a ‘connected wall’ display (a 122inch ultra high definition screen) which shows lookbooks and fashion runway footage. Infrared sensors mounted in the ceiling are used to monitor how users engage with the wall. Merchandise tags are equipped with RFID to track which items customers try on and provide real time inventory availability. Employees use iPads to take payment and handle instore customer requests, whilst customers are able to checkout with PayPal using the interactive mirrors.

This is another example of eBay’s strategy to become a venue for all commence - not purely online retail - which has seen it integrate with physical retail destinations, where the vast majority of retail transactions still take place.

These kinds of immersive digital experiences will continue to be expected by customers as mobile device usage becomes ubiquitous and technology such as RFID enables retailers to build captivating instore experiences. These tools also provide businesses with a richness of data as customers progress through the shopping ‘funnel’ and provide real time insights usually reserved for online stores.

Is this the return of retail theatre? See the store in action below.



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The Power Of Haul Shopping Videos

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The Power Of Haul Shopping Videos

Haul videos are short product review videos posted online (generally to YouTube), predominantly by teens and young women espousing their adoration of recent fashion,  make-up and accessory purchases.

Haul and other shopping related content on YouTube has continued to explode with unboxing videos, product reviews and haul videos all increasing their importance in the shopper research process. Haul video views spike during key shopping periods and peak during the US holiday shopping season - primarily during Black Friday and Christmas.

The trend is clear:

  • Videos with “Haul” in the title have been watched more than 1.1 billion times on Youtube and views are up 170% year on year
  • People watched 5.6 million hours of haul videos this year alone.

This trend has seen the rise of a new generation of fashion influencers like Bethany Mota who is reportedly making half a million dollars annually and has 4.8 million YouTube subscribers (more than Lady Gaga)! There are also some great local examples of haul video success with Shoes of Prey seeing amazing results with a campaign they ran in 2010 with a 16 year old vlogger, Blair Fowler. Blair's video had over 450,000 views at the time and more than 90,000 comments (from people that were encouraged to visit the site, design shoes and write a description of the shoes for a competition). The outcome was that the video was the 5th most viewed video on YouTube for that day and contributed a massive spoke in traffic (although not instant conversions) for Shoes of Prey.

It's clear that video content isn't just being used for research ahead of time. Customers are also consuming video content whilst they’re in stores to help them make decisions. Google research has indicated that one in four shoppers say they've used YouTube to search specifically for a product they’re considering while in store.

Checkout how retailers are using video to drive site conversions for additional examples of video usage throughout the purchase process.


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Exploiting Video In Your Content Strategy

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Exploiting Video In Your Content Strategy

Earlier this month I presented at the October Interactive Minds event - Exploiting video in your content strategy. The event considered the role of video in a content strategy and how organisations are leveraging the opportunities that video provides.

Mark Blair from Brightcove and Farhad from Charger Studios presented some practical tips on how video can effectively be used throughout the various stages of a customer's journey as well as real-world video production techniques.

Douglas Nicol from The Works had a captivating presentation on the secret life of social video. For the last 4 years, The Works and UTS have been on a mission to discover the facts about how Australians use social media. It’s called the Datafication project, it takes large social media data sets and extracts factoids for your marketing pleasure. It’s definitely worthwhile checking out at  www.datafication.com.au 

I reviewed the landscape of shoppable and interactive videos as well as sharing Michael Hill's experience in driving sales and conversions through video. I also covered video as a key tenant of a content strategy and ensuring that video content production is commercially viable.

The team from 90 Seconds captured highlights of the action from the morning:

My personal highlight from the morning was an amazing brand story telling example from Guinness using video to present the society of elegant persons of the Congo...

You can view my presentation below (no audio):


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