Brightcove Inc. Tale Of Two Stores How Video Can Make or Break the Customer Journey need to know about planting a tree, or building a deck. In doing so, they empower their prospective customers with the ability to make an effective decision, after which the prospective customers are more likely than not to continue researching the brand. This is especially true for high-consideration touchpoints on the customer journey that are most vital to gaining or losing a potential new customer. In these touchpoints—such as guiding a customer through the sign-up process or explaining their first bill—video has the potential to provide more information and context than text or images. These can be generic, all-encompassing videos at first. As customers search for more information, they can be led to more granular and customised videos that describe minute details of the product or service, or solve the customer’s specific problem through a step-by-step, visual, and engaging process. Video reviews that validate the customer’s research and intentions also serve as a significant method of engaging and converting leads into sales. In fact, 55 percent of 18- to 34-year-olds said their decisions were influenced by customer reviews. Hero, Hub, Hygiene ‘Multi-screening’ has become a major challenge, and opportunity, for marketers —more than a half (55%) of Brits said they regularly shop online while watching television—proof that second-screening (the habit of using smartphones or tablets while simultaneously watching TV) is already a common and widely adopted behaviour. The lack of dedicated attention consumers now pay to traditional advertising means marketers must rethink their approach to content. One possible change is what’s known as the ‘Hero, Hub, and Hygiene’ approach. While traditional TV ads, or hero content, can provide high-level messaging that attracts broad-based ©2016 Brightcove, Inc. All Rights Reserved. audiences, these ads must pull consumers into the brand’s digital platforms, where a brand’s hub content can attract the most loyal and interested users. These can then be supplemented by hygiene videos, which serve to draw in other onlookers through search engines using SEO-friendly terms. In addition, it’s important that any content strategy is mobile friendly. With 45 percent of Brits intending to shop primarily on their phones or tablets in the future, having a multi-device content strategy will be vital to ensure retail stores can reach as many of their target audience as possible. 3 Completing your Journey Putting Videos in the Right Context An effective content strategy requires videos to be engaging and effective in their messaging. However, a video alone is unlikely to convert sales leads if it isn’t presented in the right context. Poor website design, the wrong calls-to-action, and most importantly, poor search functionality, can make the difference between a converted sales lead, or a lost prospect. A well-designed e-commerce website, for instance, can be very effective in ensuring that a prospective customer stays on your website after watching a video. While free video platforms like YouTube can be an effective channel to promote brand awareness, they are less effective when it comes to getting the customer to engage further. Qualitative research commissioned by Brightcove found consumers were twice as likely to purchase goods when they viewed videos that were integrated into a brand’s e-commerce website versus on a branded YouTube channel. They were three times as likely to take brand-focused steps—looking at other videos, download step-by-step instructions or products on the brand’s website—when relevant calls-toaction were included with the video content. That leads to a direct increase in sales. International jewellery chain Michael Hill adopted a branded video platform to create a comprehensive user experience for ©2016 Brightcove, Inc. All Rights Reserved. website visitors. They integrated elements like shoppable videos, allowing consumers to buy products directly from within the video or pull up product details for specific pieces of jewellery as they appear onscreen. Michael Hill’s online video strategy saw a 500% increase in transactions and 290% increase in sales in just 12 months. Search, too, is vital in promoting positive consumer behaviour when browsing. Marketers must provide audiences with the right tools to help them find what they are looking for, and the right metadata to make those videos easily and quickly searchable. When asked to find a specific video as part of the qualitative research, two-thirds of participants found the video quickly on a well-designed e-commerce website, versus 13% on a branded YouTube channel. In addition, users frequently searched across the entire YouTube catalogue rather than focusing just on the brand’s videos. Thus, by putting their videos only on YouTube, brands allow viewers to discover competitive and other content rather than delving deeper into the brand’s content. That’s not to say that any video portal will do, however. The same research task, when performed on a poorly designed website, led 47 percent of participants to leave the brand’s site. In fact, just a third of users successfully used the search on the poorly designed website, as it was difficult to find and use. 4 Please complete the form to gain access to this content Email * First name * Last Name * Access Now
need to know about planting a tree, or building a deck. In doing so, they empower their prospective customers with the ability to make an effective decision, after which the prospective customers are more likely than not to continue researching the brand. This is especially true for high-consideration touchpoints on the customer journey that are most vital to gaining or losing a potential new customer. In these touchpoints—such as guiding a customer through the sign-up process or explaining their first bill—video has the potential to provide more information and context than text or images. These can be generic, all-encompassing videos at first. As customers search for more information, they can be led to more granular and customised videos that describe minute details of the product or service, or solve the customer’s specific problem through a step-by-step, visual, and engaging process. Video reviews that validate the customer’s research and intentions also serve as a significant method of engaging and converting leads into sales. In fact, 55 percent of 18- to 34-year-olds said their decisions were influenced by customer reviews. Hero, Hub, Hygiene ‘Multi-screening’ has become a major challenge, and opportunity, for marketers —more than a half (55%) of Brits said they regularly shop online while watching television—proof that second-screening (the habit of using smartphones or tablets while simultaneously watching TV) is already a common and widely adopted behaviour. The lack of dedicated attention consumers now pay to traditional advertising means marketers must rethink their approach to content. One possible change is what’s known as the ‘Hero, Hub, and Hygiene’ approach. While traditional TV ads, or hero content, can provide high-level messaging that attracts broad-based ©2016 Brightcove, Inc. All Rights Reserved. audiences, these ads must pull consumers into the brand’s digital platforms, where a brand’s hub content can attract the most loyal and interested users. These can then be supplemented by hygiene videos, which serve to draw in other onlookers through search engines using SEO-friendly terms. In addition, it’s important that any content strategy is mobile friendly. With 45 percent of Brits intending to shop primarily on their phones or tablets in the future, having a multi-device content strategy will be vital to ensure retail stores can reach as many of their target audience as possible. 3 Completing your Journey Putting Videos in the Right Context An effective content strategy requires videos to be engaging and effective in their messaging. However, a video alone is unlikely to convert sales leads if it isn’t presented in the right context. Poor website design, the wrong calls-to-action, and most importantly, poor search functionality, can make the difference between a converted sales lead, or a lost prospect. A well-designed e-commerce website, for instance, can be very effective in ensuring that a prospective customer stays on your website after watching a video. While free video platforms like YouTube can be an effective channel to promote brand awareness, they are less effective when it comes to getting the customer to engage further. Qualitative research commissioned by Brightcove found consumers were twice as likely to purchase goods when they viewed videos that were integrated into a brand’s e-commerce website versus on a branded YouTube channel. They were three times as likely to take brand-focused steps—looking at other videos, download step-by-step instructions or products on the brand’s website—when relevant calls-toaction were included with the video content. That leads to a direct increase in sales. International jewellery chain Michael Hill adopted a branded video platform to create a comprehensive user experience for ©2016 Brightcove, Inc. All Rights Reserved. website visitors. They integrated elements like shoppable videos, allowing consumers to buy products directly from within the video or pull up product details for specific pieces of jewellery as they appear onscreen. Michael Hill’s online video strategy saw a 500% increase in transactions and 290% increase in sales in just 12 months. Search, too, is vital in promoting positive consumer behaviour when browsing. Marketers must provide audiences with the right tools to help them find what they are looking for, and the right metadata to make those videos easily and quickly searchable. When asked to find a specific video as part of the qualitative research, two-thirds of participants found the video quickly on a well-designed e-commerce website, versus 13% on a branded YouTube channel. In addition, users frequently searched across the entire YouTube catalogue rather than focusing just on the brand’s videos. Thus, by putting their videos only on YouTube, brands allow viewers to discover competitive and other content rather than delving deeper into the brand’s content. That’s not to say that any video portal will do, however. The same research task, when performed on a poorly designed website, led 47 percent of participants to leave the brand’s site. In fact, just a third of users successfully used the search on the poorly designed website, as it was difficult to find and use. 4
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