Blog Posts by ' Justin Foster ':


VCC Surpasses 400 Members


VCC Surpasses 400 Members

On behalf of the Video Commerce Consortium, I am proud to announce the VCC added its 400th member this afternoon. Thank you to all of our members for making the VCC “the place to be” on the web for video commerce networking and best practices sharing.  Our strong peer-to-peer focus, high quality membership, and focus on video means the VCC is well positioned for future growth.

I would like to extend an especially warm welcome to our newest members hailing from organizations including Headsets.com, Bed, Bath & Beyond, Lands’ End, Walmart.com, Kohl’s, Jockey.com, Staples, US Auto Parts Network, Jewelry Television, …

Online Video for the Non-MTV Generation


Online Video for the Non-MTV Generation

Many marketers in the online video world mistakenly assume that video is only effective when selling to Millennials.  Today, I had an opportunity to share how to use video successfully when marketing to boomers and older Americans along with Dan Ackerman Greenberg, Founder of 750 Industries, a San-Francisco based technology company focused on video and social marketing.

BJ Fogg, Director of Stanford University’s Persuasive Technology Lab and author of Persuasive Technology: Using Computers to Change What We Think and Do, invited us to share our thoughts on online video with AARP’s Social Impact Team during a day-long session …

What does it mean to be an online retailer in an era of video commerce?


What does it mean to be an online retailer in an era of video commerce?

I used to think of an online retailer as a company that sold products and services on its web site.

Now, I’m not so sure.  I started thinking about this after I saw Karmaloop’s online video effort and then blogged about it. Now, I’m diving into things like Borders’ Books & Music’s efforts at bordersmedia.com or Amazon.com’s new shopping experience at windowshop.com. If you haven’t seen Amazon’s effort yet – do.  It’s super innovative.  Start consuming some of the media and you begin to wonder… is this a retailer or an entertainment company?

It’s likely that many retailers will never …

VCC on Practical eCommerce Podcast (and other great video commerce nuggets)


VCC on Practical eCommerce Podcast (and other great video commerce nuggets)

Last week, I met with Kerry Murdock (Founder, Publisher, Editor of Practical eCommerce) to discuss video commerce best practices.  If you’re interested in listening to the podcast, you can find it here. It’s about 15 minutes long, so you might just want to put it on in the background while doing other work!

I also wanted to point out a couple of other recent articles on online video for e-commerce.  One was written by Jennifer Meacham of Practical eCommerce on Nov 19, “Video Boosts Online Sales, Merchants Confirm.” The article points out yet more examples of e-commerce merchants profiting …

Video Commerce: converting enthusiasm into action


Video Commerce: converting enthusiasm into action

There is a lot of enthusiasm in the market about the use of online video in a retail environment.  Still, many retailers struggle to transform that enthusiasm into action.  In order for video commerce to grow within your organization, try to remember the following:

1) Online video has implications for multiple functional areas of your e-commerce business.  Carefully weigh the benefits and risks of a ‘go it alone’ strategy.  The most successful video commerce initiatives have broad organizational support.

2) Collect formal case studies and directional evidence of video’s impact across functional areas of your business to help sell your

Review of “Online Video: The New Merchandising”


Review of “Online Video: The New Merchandising”

I was surfing around tonight when I discovered an Akamai whitepaper released this September called ”Online Video: The New Merchandising.” (there’s a link to download the whitepaper at the end of this post).

Being my typical jaded self, I pretty much expected this was going to be a super-slanted vendor whitepaper that completely twisted reality to suit the vendor’s own selfish aims.  But, I was somewhat surprised.  While the whitepaper certainly did live out that expectation in some regards, it contained a lot of useful material – useful enough that I wanted to call some of it out here for …

Improve SEO with Online Video


Improve SEO with Online Video

Part 2: Video Commerce – Don’t Forget the Commerce Part!

Using video search engine optimization (SEO) to drive more customers to your web site.

As I sat down to write Part II in this series of blog posts on using video for e-commerce, I was quite surprised to find such a wealth of knowledge already on the Internet focused on best practices for implementing video SEO.  So, rather than introducing any “groundbreaking” video SEO techniques in this post, I will attempt to distill some of the top-level best practices already out there into an easily digestible format, link you to …

VCC to present at Shop.org Online Marketing Workshop


VCC to present at Shop.org Online Marketing Workshop

On May 5, 2009, the VCC will hold an organized discussion on video commerce for the Shop.org annual online marketing workshop.  This will be a ‘down and dirty’ session that covers winning tactics to manage a successful video commerce program.

I’ve been a longtime member of Shop.org and really admire the work they’ve done in the online and multi-channel retail space.  The events are typically geared to a more senior audience and advanced discussion.  I’m excited to represent the VCC there.  If you would like to help with the discussion by participating as a panelist, feel free to email me …

Upcoming VCC Webinar: The ROI of Online Video


Upcoming VCC Webinar: The ROI of Online Video

On Thursday, January 22, 2009, the Video Commerce Consortium will host a webinar, “The ROI of Online Video.”

The webinar is perfect for e-commerce professionals, online marketers, product managers, affiliate managers, usability experts, technologists, and video production experts who may be contemplating launching or expanding a video commerce program in 2009.  It will cover actual case studies from online retailers that are already successfully generating positive ROI from video commerce, pitfalls to avoid in a video program launch or expansion, and a series of ROI strategies to manage costs and maximize revenues for program planning, management, and measurement.

You can …

New Whitepaper: Building an Effective Video Commerce Strategy


New Whitepaper: Building an Effective Video Commerce Strategy

After interviewing over fifty e-commerce retailers from the Internet Retailer Top 500 List about the current state of their video commerce programs, it became clear to me that online marketers, merchandisers, affiliate managers, product managers, technologists, and executives are all intensely interested in learning more about video commerce.   At the same time, I see people craving more information about how to limit the risk of getting started with online video while maximizing its impact and effectiveness on the top line and bottom line. Hence, I decided to write a whitepaper you can download here:  Building an Effective Video Commerce Strategy.

About the VCC

Members of the video commerce consortium are e-commerce leaders, brand marketers, and innovators in their industries. The logos below represent only a small sampling of the organizations with delegates currently participating.

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