Grant Crowell interviews Video Commerce Consortium’s own Founder, Justin Foster, who moderated the panel, “New Strategies for Marketing and Ecommerce.” Justin and I discussed the new opportunities with video in for getting discovered and monetization, user-generated video innovations with retailers, and the different priorities around online video between marketers, talent, and producers.
Blog Posts in ' video commerce ':
November 18, 2010
November 11, 2010
Video commerce is a challenge because it’s equal parts art and science. The art vs. science debate is one of the longest running conversations in marketing – and today’s video commerce programs sits smack dab in the middle of it.
Those that think art is more important say that branding is about creating an emotional connection with the consumer. The customer has to believe in the product before they buy the product. Therefore, the customer needs marketing to contextualize products and build that emotional bond.
That’s why Coke runs ads in theaters before the movies – they want you to …
October 28, 2010
Today I explore the question, when does it make sense for affiliate managers to promote video as an option?
Fortunately, there are a lot of reasons to do so, along with special opportunities for e-commerce merchants and the affiliates working with them.
What is affiliate marketing?
Speaking in Web terms, affiliate marketing involves 3 or 4 different parties: The merchant/advertiser, the affiliate marketer (an individual or company), the targeted consumer; and an optional affiliate network. Here’s a quick overview of the key players:
- The merchant seeks to advertise or sell products or services through individual affiliates, or a 3rd
October 19, 2010
Marketers need to understand basic storytelling skills in order to feature effective online video. You don’t need to be an expert, but a quick overview of the importance of storytelling goes a long way to finding and creating effective video.
To understand a bit more about why storytelling is important, check out this clip from a Beet.tv interview with Chris Anderson, where he describes online video as a reinvention of the spoken word.
Basically, storytelling is so crucial because it’s how people relate to each other. For thousands of years, people have shared their experiences through telling stories. That’s why …
October 15, 2010
Video Analyst Grant Crowell interviewed the video commerce company EXPO about this week’s announcement with digital measurement firm comScore, on the marketing potential of user-generated content. According to the report, results indicate that the highest performing user-generated product reviews contained many of the same sales elements seen in professionally-produced television commercials.
October 11, 2010
What were you doing in 2006?
It doesn’t seem like that long ago, but it was a lifetime ago for online video. YouTube had just recently been sold to Google. Its monetization strategy was nonexistent. The general consensus was that it was significantly overvalued (now, it seems like a bargain – the $1.65B acquisition brings in $1B in revenue annually). In the wake of YouTube’s acquisition, a number of other video competitors reinvented themselves to stay relevant: Brightcove and Ooyala started building custom players, and Joost ramped up their original content (before flaming out in 2009).
Back in 2006, …
October 8, 2010
Grant Crowell interviews Jordan Blum, President of BeautyChoice.com, a leading online retailer of beauty and personal care products, about his company’s innovative video marketing program that pairs up amateur YouTube personalities with manufacturers of beauty care products, producing entertaining and authentic reviews that are being watched by millions of engaged users and subscribers worldwide.
October 1, 2010
Welcome to the first days of fall. For most e-commerce marketers, fall means finalizing budget requests for 2011, before the full-tilt holiday shopping season.
In comparing 2010 budget planning to 2011, there are some stark contrasts. First, and most importantly, the tight budget conversations from 2009 have loosened up, as the economy starts to show the smallest of green shoots.
But, more dramatic is the continued shift in user behavior on the internet – away from consuming more text content, and dramatically toward time spent on social networking and video.
In fact, bandwidth for online video now accounts for more …
September 30, 2010
One would be hard-pressed to find a singular label that describes EXPO. You could refer to it as a consumer-generated video review site of manufacturers products. You could also describe it as a moderated social commerce video network, where the “social” is about users sharing product experience and offering advice about those same products. In my interview with EXPO’s president Bill Hildebolt, he talks about the value of their business model for e-commerce, and the special challenges of balancing search engine visibility for their own brand with that of their clients.…
September 21, 2010
So, you’ve decided that it’s important to get some video on to your website. Now, the question quickly turns to content. How to get it? What should it do? And most importantly, how will we get it?
It’s natural for many online marketing teams to take stock of the skills and abilities of their existing resources to create original videos. The benefits are obvious: your staff knows the products already, it doesn’t cost much to get a Flip Mino, and you can bribe your staff to talk into the mic with little more than donuts.
But, there are some …
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.