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"There was a time when music videos were purelypromotional, and that was fine when people werebuying music. Now theyre no longer promotional. Wesell advertising in and around them at a premium.Instead of being a marketing expense, videos can bea profit center." NEW YORK TIMES, 5.13.2010
Video Changed The Music BusinessVideo Killed the Radio StarInternet Killed the Video StarMTV - Music Video - Reality Shows - WebOK Go, Here It Goes Again, This Too Shall Pass
Distribution Metrics/OptimizationTechnologies Utilization as marketersStorytelling techniques Human Behavior
WHY VIDEO?67% identiﬁed online video as a primary focus of their 2009digital marketing campaigns52% planning the launch of an online video project by thesecond quarter 2009Brand awareness was cited by 71% of respondents as theforemost value of online video, followed by leadgeneration (47%), customer retention (44%), andcustomer conversion (41%)
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 ofincremental buying with online video and rich media over other ad forms.” (Comscore)
WHY VIDEO?Blended distribution (online video can be deployed across multiple channelssimultaneously garnering signiﬁcant targeted viewership)Video ties well to lead generation strategiesEngaging way to feature product tours, case studies and contextual storiesOffers ideal opportunity to demonstrate complexity in products or features,and reduce down to a simple and digestible narrative
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. Apple® Brand Groove™
Expanding Role of VideoLead generationCommunication of key brand messagesProduct introductionsSalesEnhancing the online shopping experienceCustomer service
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.
Use of video by online retailers in December 2009 68%18% Use of video by online retailers in December 2008
Simon and SchusterInteresting use of video andother platforms by bookpublisher allowing the audienceto get to know authors throughinterviews and other features.Goal: put a face to the books;give personality to thepublisher; create a personalconnection that ideallyshortens the sales cycle.
Target®Use online video to promote branded cookware by Giada Di Laurentiis
PFI WesternUse video to not justaugment but “transform theretail experience acrosschannels”Integrated with televisionshow “Shopping WesternStyle” on RFD-TV & anonline lifestyle magazineFAQs submitted andfeatured as ‘TV’ content
PFI WesternAlso using video to introducepromotional contests and solicituser-generated video
Metrics of VideoAll major search engines now include videoVideo content is weighted higher than textYouTube processes 1 billion more searchesper month than Yahoo!VSEO relies upon well crafted metadata
Ogilvy’s PPI™Number of conversions Post-Play InteractionEngagement after conversionSharing/social activityComments
Video TrendsA Wall Street Journal article in June, 2010 notedthat consumer online video viewing habits areshifting from daytime to eveningLonger-format branded entertainment Branded content migrating online
TECHNOLOGYHTML5Apple’s iPad only supports HTML5 video (and notFlash)
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 INLEVERAGING 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
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 USAGEClearly identify (multiple) business and brand goals to be addressed and therole video can playEnsure content strategy is well-grounded in brand messaging - BrandGroove™Effectively integrate videos with other marketing and social media efforts
It’s probably time to dip your toe in the water.
CONSIDER US A RESOURCEMorsekode.comMark@Morsekode.com Joe @Morsekode.com952.853.9555