Closing the gap between online and offline shopping experiences by using video
Whilst online shopping is simple and convenient, it simply lacks the hands-on experience which is a key factor we all crave. That’s where videos come in to play. Video brings products to life. They allow the consumers to immerse themselves in a situation where they are physically viewing the product, and close the gap between online and offline shopping.
Below are some interesting statistics which support the trend of using video to encourage customers to shop online.
How Do Online Consumers Spend Their Time? | |
87% | Read email |
70% | Search for information |
60% | Shop |
37% | Use instant messaging |
Source: JupiterResearch, 2007 | |
Figure 1
The table above suggests that campaign management techniques would be of great value to an e-tailor. Consumers would be sent offers and deals personalised to their specific needs via email. This approach would be effective since consumers spend most of their time online reading emails.Spending on behavioural targeting will increase to $4.4 billion by 2012, up from just $775 million this year, with online video a major driver of that growth.
| Most Effective Online Advertising Targeting Techniques | |
| Behavioural | 52.4% |
| Demographic | 32.9% |
| Contextual | 30.5% |
| Geographic | 14.6% |
| Other | 4.9% |
| Source: American Advertising Federation | |
Figure 2
There are several ways a business can use a video online to its advantage. Video can be used to describe a product or service in detail, without any confusion. Video blogs can be used to welcome viewers to websites, or discuss company information; Video conferencing can be used by businesses to remain in contact with clients and associates on a more personal level. Online advertisements have also proven to be an effective way of driving traffic to websites, and capturing a viewer’s attention.When an ad contains a link to a website, or the name of a company website, it is quite likely that the viewer will visit that site. Studies have found that of the 69 percent of internet users viewing online video ads, 40 percent visited a web site mentioned in the video ad, and 15 percent requested product information.
Businesses may also gain high recognition for their brands by having their ads circulating on the web. A good video can be the best way to spread a message, product, or brand. Placing videos on search engines, and using strong keywords and taglines, can be a successful way of getting video recognition.
Having web videos passed along through e-mails and word of mouth is another excellent way to gain brand recognition. Thirty-eight percent of those who watch web video say they pass it along to others, usually through e-mail.
With the right content and the right recognition, using the video through the internet can be a powerful tool to any business.Below are several approaches to help achieve this experience:
Adobe Scene 7
Scene7 is a hosted service that manages graphic assets — users can upload a single high resolution image which can then be called off Adobe's servers in whatever format is needed for a particular application. Images can be dynamically zoomed, flipped and resized and, with a little prior preparation, the software can even change colours so that different colour options can be shown on screen in a product configurator.
The software can help multi-channel retailers by dramatically simplifying graphic asset management and reducing photography spend. Retailers already using Scene7 include Amazon, Harrods and Littlewoods.
Source: http://www.scene7.com/
TV Advert
Television advertising has been a popular medium for large retailers ever since the TV first began to appear in living rooms.
Advertising on television allows businesses to show and tell a wide audience about their products and services. It allows them to actually demonstrate the benefits of ownership. Thus businesses can show how their products or services work and how they are packaged so prospective customers will know what to look for at the point of sale.
Product demo from vendor
Companies tend to have their own demo videos of their key products being used. This helps potential buyers understand what the product looks like, how it is used and the general ergonomics of it.
Take Western Digital as an example. They are renowned for storage solutions in the computing industry. They recently unveiled their latest product, the WDTV, which allows users to plug in their portable hard drives and watch content in high definition on their HD television sets. See the link below for a video demo of the WDTV in action.
Source: http://www.wdc.com/global/flash/video/videoplayer.asp?id=WDTV640x358EN&w=640&h=358&l=en
YouTube
Video sites such as YouTube are a fantastic way to demonstrate a product. You can get amateur to novice reviews and comparisons with great running commentary (sometimes even comedy!)
For example take a look at the below video for Disney toys.
http://www.youtube.com/watch?v=9AOe-ngqsOk
Online video is quickly becoming one of the newest trends in media. In order to keep up with this fast paced trend and stay ahead of the competition, many businesses are deciding to use online video as part of their promotional strategies. Using this form of media can create several advantages for a business.
Online video creates a more personal interaction between a business and its customers. The use of both visual effects and sounds is an effective way of gaining a viewers attention. In today’s fast paced world, it is much more efficient for someone to click on a video link than it is for them to read a page of text. People want fast and easy information, and web video allows them to have that.A recent study conducted by the Online Publishers Association, found that 69 percent of online users have watched a video online, and 24 percent do so at least once a week. Out of those surveyed it was found that 66 percent have viewed an online video ad.
(Source: http://www.clickz.com/3625816)
No matter how well designed, functional and user-friendly your site is, without video the experience of your shoppers remains motionless, flat and definitely not compelling. Adding product videos to your website not only improves the user-experience for shoppers, it increases the conversion rates. In other words, video gives your merchandise an added dimension, and your online store added value.
