Why ShouId I IncIude Video In My OnIine Strategy?

http://tier10lab.com/2011/11/28/why-should-i-include-video-in-my-online-strategy/
ovember 28, 2011
By Joseph Olesh

Video content provides the highest level of communication a brand can have with its customer. The fact
that video is an SEO-rich asset, and mobile access to video has become ubiquitous, further drives home
the point that if you're hoping to be competitive online, you must incorporate video.
A few tips regarding online video:
O Video originality: Custom, original videos add credibility to your message
O Video quality: High-quality videos statistically beget more views
O Video formatting: QuickTime and Windows Media are the two main codecs you'll find, and both
will suffice. As a rule of thumb: Always shoot in the highest quality possible.

O Video naming: Your video naming conventions are important on the front- and back-end of
search. Default names do not optimize as well as custom names.
O Video Tagging: Use tags to speak to the content of video, place where the video was captured,
camera the video was taken with, etc. These tags are more visible than regular description tags in
search engine algorithms.
O ptimize on Page: Take advantage of all available text fields related to the video. Utilize anchor
tags, anchor text, descriptions, and captions. Make sure the consumer can find the
product/service you're speaking to if the video is living on YouTube or Vimeo.
The succeeding statistics outline some of the most compelling reasons a business should consider
incorporating video into its online strategy. (Each statistic is credited with the research group that
authored it.) Enjoy!
ducate Your Consumer and Convert More SaIes
O nternet Retailer reports that shoppers who viewed video on Stacks and Stacks product pages
were 144% more likely to add to cart than other shoppers. (nternet Retailer, March 2011).
O Online retailer Living Direct found that videos boosted conversion as well as increasing time on
site by 9%. (nternet Retailer, October 2010).
O Visitors who view product videos are 85% more likely to buy than visitors who do not. (nternet
Retailer, April 2010)
O Retail site visitors who view video stay two minutes longer on average and are 64% more likely to
purchase than other site visitors. (Comscore, August 2010)
O Video results appear in about 70% of the top 100 listings, the type of content most often
displayed in universal or blended search results. (Marketingweek, 2011)
O Zappos reports a 6% to 30% increase in sales for products with video. (ReelSEO, December
2009)
O Retail sites with video increase conversion by 30% and boost average ticket by 13%. (L2
Specialty Retail Report, September 2010)
O Dell credits video with reducing service call volumes by 5%. Virgin Mobile expects video to
reduce call volumes by 14% in 2011. (The Australian, December 2010)
O Discovery Channel increased video streams 123% by properly implementing video sitemaps.
(Discovery Digital Media, 2010)
O Simple video merchandising best practices can nearly double the impact of eCommerce
video(nvodo research, February 2010)
O Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers,
and the site has seen a 359% year-over-year increase in video views. Product pages with video
have higher conversion rates than product pages without video. (nternet Retailer, February 2010)
O A recent Cisco survey of US and UK consumers finds that shoppers prefer to research products
online prior to making in-store purchases and recommends making video content available in-
store by kiosk, touchscreen and smartphone integrations. (nternet Retailer, January 2011)
O With proper optimization, video increases the chance of a front-page Google result by 53x.
(Forrester, January 2010)
O Consumer packaged goods firm Reckitt Benckiser found that online video delivered a 6%
increase in in-store sales. (Reckitt Benckiser / ielsen, May 2010)

Strengthen OffIine Assets With OnIine Video Presence

O By 2014, there will be more mobile nternet users than desktop/laptop users. And 50% of local
searches are already done on mobile devices. (Microsoft Tag Mobile Marketing Report, 2011)
O Mobile commerce will reach $119 billion by 2015. (MobiThinking, 2011)
O 84% of smartphone owners use their devices to search local retailers, and 68% search for pricing
information. (RO Research nc, 2011)
O 45% of in-store visitors pay a visit to homedepot.com first. Hal Lawton, President Home Depot
Online (Retailgeek.com, 2011)
O "We know that 60% of our U.S. store sales are influenced by our customers' experience on
bestbuy.com Brian Dunn, CEO Best Buy (Retailgeek.com, 2011)
O 46% of shoppers who use mobile devices in stores used them to visit a competitor's website.
(Forsee Results, 2010)
O 66% of smartphone users have tried a product in-store and then purchased from another retailer
online. The pattern is most pronounced in consumer electronics with 58% of users trying products
in-store and then purchasing from a competitor's website, while 40% of users did the same for
shoes and apparel. (Mediapost, 2011)
O A Demandware survey showed that 83% of smartphone users considered their phone more
valuable than any other in-store technology for shopping, and 69% trust Web data more than they
trust information from a sales associate. (Point of Sale ews, May 2011)
O Only 16% of consumers believe that a store associate is the best source of information, but43%
of consumers place more trust in a sales associate aided by a Web-enabled device.(Point of Sale
ews, May 2011)
O There were nearly 25 million mobile video viewers at the end of 2010, an increase of 40% over
the previous year.77% of mobile video viewers report watching more mobile video than they did
one year ago. (eMarketer, 2010)
O 93% of smartphone users use their devices in the home, and almost 50% of users watch videos
on their smartphones. 90% of smartphone searches result in an action such as a purchase or a
visit to a business. (Google Blog, April 2011)
O n the first quarter of 2011, QR code scans increased 181% over the previous quarter for US
smartphone users. (eMarketer, May 2011)
O A recent study by Vision Critical found that 56% of users had seen a QR code on a product, more
than in any other location. (eMarketer, May 2011)
O Based on a survey of 138 companies, there were 13 times as many QR code scans in December
of 2010 as there were at the start of the year. (BeQRious, 2011)
O 79% of smartphone owners use their devices to aid in shopping, and 74% of smartphone
shoppers make a purchase (online or in-store) as a result. (Google Blog, April 2011)
O The majority of QR code scans are to access product information, and 25% of QR code scans
are to access video content. (Loyalty360, 2011)
O 87% of QR code users are using them to get additional product information, and QR code scans
grew by 1200% in the last six months of 2010. (Mobio dentity Systems, 2011)
Create A Stronger maiI Marketing Strategy With Video
O Video in email marketing has been shown to increase click-through rates by over 96%. n
response, the number of marketers planning to use video in email campaigns has increased 5x
since the beginning of 2009. (mplix 2010 Email Marketing Trends Survey)
O A recent study by Forrester showed that video increased email click-through rates 2x-
3x.(Forrester, 2010)
O n tests, marketing automation provider Eloqua found that video in an introductory email
campaign led to a 75% reduction in subscriber opt-outs. (Eloqua, 2010)
O n one campaign including video in an email campaign drove a 51% increase in subscriber-to-
lead conversion. (Blue Sky Factory Webinar, 2010)
O

uiId Consumer Trust With OnIine Video

O Affluent consumers prefer video and search to other digital advertising formats, as 41% of affluent
online shoppers reported to eMarketer that they took an action after seeing one of these two ad
formats. (eMarketer, August 2011)
O Frequent online shoppers value video more heavily than other shoppers. 46% of frequent online
shoppers prefer shopping on sites with video, compared with 30% of infrequent online shoppers.
(nternet Retailer, ovember 2010)
O n December of 2010, 88.6 million people watched online video on an average day in, up 32
percent from December 2009. The average American spent more than 14 hours watching online
video in December, up 12 percent over the previous year and streamed a record 201 videos, an 8
percent increase.(Comscore, February 2011)
O Forbes nsight found that 59% of senior executives prefer to watch video instead of reading text, if
both are available on the same page. 80% of executives are watching more online video today
than they were a year ago. (Forbes nsight, December 2010)
O Over 90% of shoppers surveyed found video useful in making purchase decisions, according to a
study of Swimwear Boutique customers. (nternet Retailer, October 2010)
O From July 2009 through July 2010, the number of US video viewers on retail sites grew 40%,
outpacing 17% growth in the number of total US online video viewers. 96% of online
shoppersalso watch online video. (Comscore, August 2010)
O According to Cisco, video will increase from 30% of nternet traffic to 90% of nternet traffic by
2013. (Cisco, 2010)
O Video views doubled from 14.8 billion to 33.2 billion between January 2009 and December 2009.
86.5% of all US nternet users watched online video during the month. The average viewer
watched 187 videos and 12.7 hours of online video during the month. (Comscore, February 2010)
usinesses are ImpIementing OnIine Video
O According to a survey by the Content Marketing nstitute, 50% of manufacturers surveyed had
established a YouTube presence for brand-building and connecting directly with consumers.
(ndustrial Marketing Today, 2011)
O The eTailing Group found that 73% of online retailers used video on product pages in 2010, up
from 55% in 2009 and only 20% in 2005. 74% of the top 50 retailers used product videos, 40%
used category videos, and 38% used other types of informational videos. (eMarketer, February
2011)
O Video and other multi-media product viewing options were rated more effective than any other
site initiatives in an Adobe survey of almost 2,000 interactive marketers. (Adobe, May 2011)
O 33% of online retailers plan to add video to their sites in 2010, making it a higher priority than any
other advanced feature. (eMarketer, March 2010)
O eCommerce video success can be clearly measured. Conversion rate, cart abandons, increased
traffic and View Rate (VR) are key to demonstrating success. (Practical Ecommerce, March
2010)
O Search engine optimization (SEO) and online video were the two top priorities for online retailers
in 2009. Online shoppers who viewed video had a larger shopping ticket than those who viewed
traditional rich media such as flash animations. (nternet Retailer, January 2009)

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