HOW CAN I GET YOUR ATTENTION?! I can assure you I’m shouting this at you at the top of my voice, catching some rather curious glances in the office. Yet you, the reader, remain nonchalant, unaffected by my efforts to catch your notice. This is the problem that a marketer faces with the written word, you can make it big, make it small, make it blue or pick the ‘sexiest’ font you can find, it is still however, just words and can quite easily be ignored.
This week we were advising a client on the importance of using video in an ecommerce environment. We outlined to them the significance of video when engaging the public; involving more of the senses, sight, sound and even emotion. Building a solid relationship with your clients is a main key to boosting your sales. The use of video is an effective and simple way to make this connection. Video marketing is not just designed to increase brand awareness but it has a direct effect upon sales; jewellery makers ‘Dynomighty’ were a new company to the market, in the US, they implemented a video marketing campaign on ‘youtube’ and increased sales by $130,000 in three months. Angelbeds.com (Internet Retailer Top 500 company) implemented a video marketing campaign with great success; the videos were implemented on the home page and product comparison pages in mid-August of 2007. Conversion rates immediately jumped 11% in one month and increased 47% year-over-year in Q4 of 2007.
Video marketing is a cost effective way to demonstrate a product, the consumer can almost ‘try before they buy’, and seeing the product in action rather than just a written description is of immeasurable value for the e-commerce industry where web interaction is the only contact between business and customer. This removes the uncertainty involved with purchasing online, inevitably increasing sales figures. With many people now scouring the net for videos on share sites, ‘Nike’ created a viral ad showing footballer ‘Ronaldinho’ hitting the crossbar consecutively without the ball dropping, this ad had over 50 million views worldwide. Video marketing as an entity is increasing every day, with US giants ‘Cisco Systems’ citing in their latest ‘Visual Networking Index’ forecast that global IP traffic will increase 4.3 times through to 2014 and that video will be the primary driver, accounting for 91% of traffic by 2014. A media source of this magnitude, as a company or a marketer, cannot be ignored.
Peter Bradley
Trainee, mc&c
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