In the article “The 4 Digital Advertising Trends That Are Reshaping Advertising” for Entrepreneur magazine, writer and CEO of engage:BDR Ted Dhanik spells out the importance of video marketing–most importantly, how to cultivate video consumption on handheld devices. He points out that 30 percent of all online videos are played on smart phones and tablets, and that with the rise of the phone/tablet hybrid–the “phablet”–we can expect that number to continue to climb.
Video might now be one of the most lucrative ways to advertise, as smartphones are becoming a way to avoid more traditional advertising. Dhanik explains: “When TV commercials begin, people look down at their phones. On the bus or subway, people focus on their digital screens instead of the ads passing by in the cityscape. When radio ads begin, people change the station. However, when people are already looking at their smartphone, nothing is going to distract them.” Digital Sherpa reports that “80 percent of online visitors will watch a video in its entirety, while only 20 percent will read content in its entirety,” while “80 percent of Internet users recall the video ads they see online.”
The article includes lots of other helpful tips, such as developing “native advertising” and looking at viewable impressions and behavioral data.Read more here and consider how these trends could shape your advertising strategy.
Kirsten Privett is our email operation ringmaster, who oversees all house Newsletter and Eblast production.
Posted in Advertising Tips, Online Advertising, Video
Typically I’m not a big shopper—I think my husband owns more clothes than I do. But in the wake of a big life change this past year, I’ve indulged in a bit of retail therapy. Specifically shoes. LOTS of shoes.
I partially blame Zappos for my splurging. It’s not because of their huge selection or their great customer service—it’s because of their product videos. I love being able to see a real person walking around in the shoes. Styles that looked good to me in the still shots have been scratched off my list because of how they look in the video. Or vice versa: I’ve bought shoes that initially I was on the fence about, but after seeing the video—click!—they’re in my cart.
Videos have been an integral part of Zappos’ success as an online retailer. Zappos reports that sales increase between 6% and 30% for items that include product videos. And videos don’t just help with the initial sale — Website Magazine states that customers who view a video prior to buying are less likely to return the product.
“We see a cost savings with fewer expensive shipping returns,” states Laurie Williams, senior manager of photo and video for Zappos. “More important, the customer does not become disenchanted. Our goal with our product videos is to enhance the overall shopping experience.”
Video services vendor Animoto Inc. conducted a survey of online video-watching adults, and the results point to the influence of product videos. “The data show that there’s a real power in business videos to help people make confident shopping decisions,” says CEO Brad Jefferson.
Here are some highlights of the report:
- 73% of consumers are more likely to purchase after watching an online video that explains the product or service
- 96% say they find videos helpful when making purchase decisions online
- 71% say that videos leave a positive impression of a company
- 83% prefer videos to be five minutes or less
For more results check out Animoto’s infographic:
Posted in Video
Want to show up on the first page of Google search results? Marketing and SEO guru Christian Weiss recently posted this training video, in which which he explains a unique way to achieve that–through videos. I thought you all might find this informative and helpful in your marketing work. Enjoy!
Posted in Online Advertising, Video