Tag: adtech

Brand Positioning: Using Social and Video for Marketing and Sales

Brand Positioning: Using Social and Video for Marketing and Sales

The modern market is full of alternatives for all kinds of products and services. Many of them have a pretty similar feature-set and level of quality. So how do customers make a choice when most characteristics appear identical? The answer is simple: it depends on your brand positioning.

The way current and potential buyers see your company has a great impact on whether they want to purchase your products or not. That’s why building a strong brand is essential for any business determined to achieve long-term success.

In this blog post, we’ll talk about brand positioning and how you can strengthen it with the help of video marketing and social media. We’ll also share an effective way to kill these two birds with one stone. But let’s review some basics first.

What is brand positioning?

Simply put, brand positioning is how a business strategically creates its public image and positions it in relation to competitors and values. It usually consists of the following three aspects:

Branding 

Branding is the way a company wants to be seen by customers. In general, branding covers such attributes as brand strategy, statement, and messaging. Since it’s a quite theoretical category, it needs to be implemented properly to bring the expected results.

branding

Brand behavior

Brand behavior all about the brand’s actions. What exactly does a business do to bring a brand strategy to life? In practice, this covers all activities — no matter if they’re intentionally aimed at showing customers what a company stands for (e.g. content marketing) or are just the mundane operations.

For example, a makeup brand may position itself as cruelty-free and mention it in every single ad and video. But if it still tests on animals and people know that, its branding strategy will never work.

Customer perception

The hardest part of brand positioning is that it is always co-authored with customers, meaning that customer perception is a critical part of the whole process. Although it may sometimes seem chaotic and unpredictable, you can influence the way people think of your brand through branding and brand behavior.

If you feel that your target audience gets your messages wrong, it’s probably high time to review the key ideas behind them as well as analyze your company’s activity.

How to build strong brand positioning

Strong brand positioning doesn’t happen overnight. If you want to get positive results in the end, you must put a lot of effort into both the theoretical and practical parts of its creation. This applies to mature and new businesses equally. After all, remaining favorable in your customer’s eyes require continuous work.

Here are the main elements you should focus on to position your brand in a positive and powerful manner:

Brand positioning strategy

Before taking any steps, you have to develop a strategy that will establish a common vision of your brand for everyone in your company. In short, bring clarity to the direction your business is moving in. Besides general information like a product category, a brand strategy must contain answers to some core questions.

  • What is the global purpose of your business besides the obvious commercial aspect of making money?
  • What makes your brand unique and identifiable? 
  • How is it going to grow and develop? 

Brand positioning statement

In short, a positioning statement is a brief declaration of the unique value a brand provides to its customers as compared to other players in the same market. To create a decent statement, you should do high-quality research on the competition and figure out the following components:

  • Target customers. Who are you selling to?
  • Target market. What category does your product or service belong to?
  • Brand promise. What benefit does your product bring to customers that no one else offers them?
  • Proof. What makes your brand promise credible?

For instance, a brand positioning statement of a company that sells sugar-free sweet snacks might look like this:

“Our company offers desserts and candies [target market] for customers who like sweet snacks even if they have diabetes [target audience]. All products are healthy [brand promise] because they contain zero sugar [proof].” 

Marketing campaigns

When it comes to digital marketing, many think about popular search engines, the number of clicks, web traffic, optimization of landing pages, lead generation, click through rates, conversions, etc. But marketing activities are also great tools a business can use to intentionally create a positive brand image in customers’ minds. At the end of the day, such campaigns lead to an increase in sales and profits as well. But the additional benefit is that they not only sell but also create a solid foundation for brand-customer relationships.

digital marketing
Image credit: reliablesoft.net

As you can see above, there are many brand marketing strategies you can utilize. But you should strongly consider the following:

  • video marketing campaigns
  • social media marketing

Since most internet users watch videos on Facebook, or YouTube, and hang out on social networks, these two methods work well for any company regardless of industry or product type. Let’s take a closer look at each of them.

Raising brand awareness with videos

Video marketing, brand videos, and online videos, in general, is a reliable way to bridge the gap between your business and its customers.  It’s true that video production usually requires more time than the creation of other types of content. But it also brings much better ROI so the results are worth the effort. For instance, some internet video marketing statistics show that quality online videos may increase the conversion rate by 86 percent.

Here are a few tips on how you can improve your company’s brand positioning through video content:

  • Create a video marketing strategy to better target your campaigns and establish consistent communication with customers
  • Develop an engaging narrative that distinguishes you from your competitors to capture your customers’ attention and tell your unique story.
  • Do not compromise on quality. No one will take you seriously if your video is poorly pixelated or has terrible sound quality.
  • Use different video types to show not only your products but also your company, its mission, and goals. Let customers get to know your brand better!

For example, Native Union demonstrates a great brand positioning example with its cable ad. It introduces a product and its benefits while emphasizing on simplicity and convenience — the company’s main values.

Spreading brand messages via social media

Social media platforms make it possible for two-way, direct communication between brands and their target audience. Unfortunately, modern users are exposed to thousands of online ads. This saturation means that the trick is to use social networks to spread the right message to the right people in an interesting and compelling way. Here are some basic rules:

  • Focus on the target platform depending on your audience, but maintain a brand presence on all relevant major platforms (Facebook, Instagram, Twitter, for example).
  • Be consistent and make sure that everything you post complies with your brand strategy, tone, and voice.
  • Respond to customers’ messages and comments. Even negative feedback may lead to positive results if you show that you care.
  • Add some elegant humor. When people spend time on social media, they’re relaxed and expect some entertainment. If you don’t know where to start, follow the Netflix account on Twitter. It absolutely nails it.
Netflix twitter

Finally, you can make social media videos to combine the benefits of online videos with the advantages of social networks. But if you want to really stand out, you need to think outside the box.

Power your brand and increase sales with DUZY tv’s interactive videos

DUZY tv is an interactive video platform that helps brands significantly improve customer experience by allowing businesses to create engaging, shoppable videos in just a few clicks. When digital buyers watch these interactive videos, they don’t have to leave the video player to buy a featured product. After a person taps the shopping cart icon in the video, the checkout process completes right there in the video player.

a cup of coffee

But shoppable and interactive videos created with DUZY tv not only makes the lives of customers easier but they also bring online stores numerous advantages such as:

  • Increasing the level of customer loyalty. People like the simplicity of the process and tend to come back if they’ve already had a positive shopping experience with a brand.
  • Driving conversions and sales. With interactive videos, there is no gap between a customer’s desire to buy a product and completing the purchase. As a result, people are more likely to buy, decreasing drop-offs in the buyers’ journey.
  • Strengthening brand positioning. The introduction of shoppable videos into your e-commerce platform shows that customer convenience is important to you. This improves the public image of your brand and makes your buyers “love you back”.

In addition, you can share DUZY tv’s shoppable videos on social media and across other marketing channels. This makes it a perfect tool for attracting new audiences and winning their attention.

Can’t wait to improve your brand positioning and increase sales with DUZY’s interactive video platform? Register today!

6 Easy Tips for Creating Effective E-Commerce Videos (How To’s + Examples)

6 Easy Tips for Creating Effective E-Commerce Videos (How To’s + Examples)

What’s the best way to create effective e-commerce videos? This is one of the bigger questions for online retailers and marketers today. It’s not a secret that video marketing shows outstanding effectiveness figures. But what’s also true is that not all online videos bring equally good results. Like with any other business activity, promoting products or services via video content can only lead to the desired outcome when it’s done right.

There are some e-commerce video best practices to keep in mind. This means that your e-commerce videos should not only be of high quality but they also must properly deliver brand messages, engage customers, and, finally, sell.

Crafting different types of video styles may sound like a complex task requiring lots of financial resources. However, that’s not necessarily true anymore. Take a look at these tips for creating effective e-commerce videos so you can excel at video marketing in an easy and affordable way.

One: Build your video commerce strategy first

When a great idea for an online video pops up into your mind, it’s often tempting to start shooting it right away. But if you don’t have a video marketing strategy in place, it’s definitely not the best first step.

Statistics show that internet video traffic will constitute 82 percent of the overall internet traffic by 2021. Since the competition is fierce, planning is essential for you to stand out and get all the benefits of online videos. So think about the strategy before taking any actions. It might slow you down at the beginning but it will definitely pay off later.

A more useful first step is figuring out what you hope to achieve with your various e-commerce product videos.   

Here are the most common objectives for online videos:

  • Increasing traffic from search results and social media
  • Raising brand awareness 
  • Educating customers 
  • Increasing engagement 
  • Lead generation 
  • Increasing sales revenue
  • Increasing average order value
  • Increasing customer lifetime value

Also, keep in mind that all e-commerce videos must be consistent with your brand voice and tone as well as fit into the company’s overall digital marketing strategy. In order to create an effective e-commerce video, it’s very valuable to keep this big picture in mind from the start.

Two: Choose the right type for your video 

If you sell products via the Internet, it’s easy to think that most of your videos should belong to the product video category. Actually, that’s not always the case. The same item may be featured in videos in a number of different ways. The most popular types of e-commerce product videos include:

  • Unboxing videos. They show the process from opening a package to displaying a finished product. These e-commerce videos help customers gain confidence in what they buy as well as allow sellers to explain every element (e.g. accessory) in a box.
  • Product introduction videos. As the name suggests, the main purpose of these demo videos is to introduce a product to potential buyers by describing its benefits and features. The guys from the Solo Stove Bonfire team did this just perfectly (which you can see below).
  • “How to” videos. This type of product videos is aimed at explaining to viewers how to use a product so it can solve their problems. They come in different forms, from stop motion to more in-depth animation videos.
  • Testimonial videos. They show real people providing their reviews or simply doing an unboxing. To increase the level of credibility, reach out to some influencers who might be interested in the products you sell and are willing to shoot a short testimonial video for you.
  • Video ads. These are short clips directly promoting a product or brand. But don’t make it all about the “hard sell”. A lot of viewers consider it irritating. Remember that the most effective video ads are captivating and interesting. 

To make the right choice when it comes to video type; review your strategy, objectives, and resources. Also, when thinking about your target audience there are some questions to answer:

Where are they in the buying cycle? What type of content are they likely to be interested in when watching a video? What information would encourage them to make a purchase?

Three: Pick the right style of video

Choosing the proper style and format is another crucial prerequisite for creating an effective e-commerce video. There's a wide array of options so you can definitely find the one that fits your brand image best.

  • Live action video. These are recordings of real people, locations, and objects. You cannot go wrong with this style no matter what type of video you want to create.
  • Live streaming. These allow you to broadcast an event in real time. They perfectly suit unboxing and testimonial videos. 
  • Screen recording. These are screen captures that usually go with audio narration. This format is great for creating guidelines for buyers on how to complete a purchase, find some product info, etc.
  • Animation. You cannot show the actual product in this format, but it works well for explainers and tutorials. It’s perfect for videos aimed at showing the idea behind a product (see Honda example below). 2d animation, 3d animation, and whiteboard animation are the most popular animation styles today. 

It’s also worth mentioning that you don’t have to hire a crew of video creators to craft a product video. There are a lot of e-commerce video makers and video templates you can use to do the work yourself. 

Four: Show, don’t tell 

People watch online videos to receive some information in an audio-visual format. In other words, they want to see something, not to read it or just listen to it. This applies to all types of product videos which are generally aimed at convincing potential buyers to actually complete a purchase. 

That's why it’s extremely useful to show how the products work in your video ads. Seeing a product in action is one of the most effective triggers for digital shoppers. It can significantly increase your conversions and revenues. A great example is Bring on the Intensity video featuring a new model of a training mask.

Five: Keep it short 

If your e-commerce video is too long, most viewers will just quit halfway, and there’s a real danger that they might miss the whole point. Less than 50 percent of people are willing to continue watching online videos after 2-3 minutes. So keep that in mind and adapt. And if you doubt if it’s possible to create a short yet effective e-commerce video, watch this 15-second clip from NaturallyCurly

Another important point is that if your product is complex (e.g. a new model of a smartphone), don’t try to explain everything in a single video. Create a series of short clips featuring separate sets of functionalities.

Six: Make it interactive with DUZY tv platform

Interactive shoppable videos are an emerging trend in video commerce. They allow buyers to make a purchase right from the video player by just clicking on a plus icon next to an item, or the shopping cart icon near the item they liked. As a result, digital shoppers get a real immersive experience with no interruptions. That naturally leads to more sales and higher profits for online retailers.

What’s the best way to create interactive e-commerce videos? The easiest and most cost-effective way is to use DUZY tv’s shoppable interactive video platform. You can connect your store to DUZY tv in a few clicks with no upfront investments. In fact, it won't cost anything until the video starts generating sales for you and it will constitute just a small share of each completed transaction. 

Here are the steps you should follow to craft your first interactive product video:

  1. Go to this page to create an account.
  2. Follow these guidelines to connect your e-commerce store to the platform. 
  3. Upload your existing video to make it interactive.
  4. Choose the relevant products from the list (they’ll be pulled into the platform automatically)
  5. It’s ready! Publish your interactive video on your website and share it via social media channels.
DUZY tv interactive video

The greatest thing about interactive product videos is that they eliminate the gap between a shopper’s desire to buy a product featured in the ad and the actual purchase. After the checkout, customers can continue enjoying the video and buy more of the featured items. 

Ready to boost the effectiveness of your e-commerce videos with DUZY tv’s platform? Get registered now!

Why a Video Shopping Experience Matters Now

Why a Video Shopping Experience Matters Now

Nowadays, people watch more videos than ever before. We all follow our favorite YouTube channels, spend hours in Netflix, and post stories on Instagram. Video content has indeed conquered a significant part of the Internet and continues winning billions of users’ hearts. According to Statista, nearly 85 percent of US users watch online videos on a regular basis and this figure is even higher for such countries as China, New Zealand, Australia, and Spain.

What does this mean for e-commerce businesses? Well, online videos should undoubtedly become a must-have component of content marketing campaigns for every retailer. Statistics show that about 90 percent of buyers said product videos help them make shopping decisions. However, just posting a promo video on a website or social media is usually not enough. To bring real value to your business and increase the revenue, video content should be properly exploited.

In this article, we will discuss the role of video shopping experiences in today’s buying process. We’ll also provide you with some recommendations on how you can take the most out of your advertising video clips right away. But let’s start from the numbers so you can capture the big picture.

Video & online shopping: key statistics

girls looking at smartphones

Increasing demand for video content

It’s not a secret that most people prefer watching videos to reading text. And the growing popularity of YouTube, Snapchat, Instagram, etc. made Internet users even more accustomed to perceiving information via this type of content. Such a situation naturally led to the rise of customer expectations.

According to HubSpot, nearly 54 percent of customers would like to see more videos posted by brands they support. On top of that, about 68 percent of people consider short videos the best way to learn about new products.

New industry standard

A competition becomes tougher and, thus, keeping up with trends is vital for every business. Study shows that 87 percent of marketers use video content for marketing purposes. And it’s no wonder since the results speak for themselves. For instance, Forbes reports that users stay on a website 88 percent longer if it contains videos. And when it comes to email marketing, video content is helpful as well. Mentioning the word “video” in a subject line increases the open rate by 19 percent.

Millennials shopping habits

Nowadays, a generation of millennials constitutes a significant part of buyers (about 80 million in the US alone) and most of them (67 percent) prefer to shop online. Hence, digital content becomes a powerful tool for attracting new customers and videos are an important part of the whole process.

Nearly 80 percent of millennials watch videos with product reviews before making a purchase. Moreover, about 67 percent of them believe that they can find any information they need on YouTube. This practically means that if your products are not shown in any videos, they do not exist for this audience.

Effective conversion

Different studies on video marketing show that most customers (64 percent) are more likely to buy a particular product if they watched a video featuring it. On top of that, about 84 percent of people purchased something on the Internet after watching a product video. The above numbers are indeed impressive. But what’s more important is that they perfectly show how your success as an online retailer depends on a customer’s video shopping experience.

Market vibes: easy purchases driven by videos

Now, it’s time to move towards more practical aspects of delivering an outstanding video shopping experience. As mentioned, having lots of nice video content is great and it will certainly bring you some positive results. However, the video shopping experience is not limited to just traditional watching some video clips and then buying relevant products.

Both present and future of video commerce lie in the consumer interaction with a brand via such video clips. So let’s look at what’s happening on the market.

Amazon

A few months ago, Amazon launched Amazon Live (available at Amazon.com/Live). Basically, it’s a channel for streaming live videos that feature products being sold on Amazon. Users can switch between different video streams per their preferences. There is also a carousel right beneath a video. So buyers can learn more about the products featured in such video and make a purchase right away.

Amazon live
Image credit: techcrunch.com

Facebook & Instagram

Facebook is also about to offer online merchants a new video shopping service. It will allow customers to screenshot a product shown in the video which they want to buy and send an image to a retailer via messenger. Instagram doesn’t lag behind either. Like Facebook, it plans to introduce new features for online retailers. Such features will let users buy products from video posts by just tapping a button below such posts.

Instagram shopping
Image credit: theverge.com

So the tendency is clear: Internet merchants are searching for the ways to close the gap between a moment of watching a video and a moment of buying items. But you probably wonder if there are any tools you can implement in your e-commerce store today to improve the video shopping experience. The answer is “Yes”. And we’ll cover this next.

Shoppable video: a new ‘game changer’

bedroom
Image credit: channelsight.com

Shoppable videos are an emerging trend in content marketing. Although this innovative tool has been around for a while, it started gaining the attention of a wide audience (both sellers and buyers) only a year or two ago. So if you haven’t heard about shoppable videos yet, don’t panic. We’ll sort things out for you.

Simply put, a video is referred to as “shoppable” if it allows its viewers to purchase items featured in it during video play. For instance, let’s say you are browsing the Internet to find new running sneakers and discover a promotional video featuring sports shoes. You tap the “play” button and see that a runner in the commercial is wearing exactly what you’re looking for.

If it was a regular video, you would have to go back to your search and try to find the model you need in the online store. But the process will be much simpler with shoppable videos. You will just need to click on the embedded link inside of the video (plus button, shopping cart icon, etc.) and it’ll direct you to the check-out page where you can complete your purchase. As simple as that.

How to add a shoppable video to your online store

Basically, there are two options. Let’s briefly discuss each of them for you to make a sound decision.

Custom development

The first option is to develop a custom tool with relevant functionality. The advantage is that such tool will be tailored to your specific online store. At the same time, the process will likely be lengthy and require significant upfront investments. On top of that, there is no 100% guarantee that you’ll receive exactly what you expect to receive within a set deadline. This is because the ultimate results of a project will heavily depend on many factors such as your coding team, developers’ expertise, project management methodology, etc.

DUZY tv’s patented solution

basketball player

If you are looking for a simple and budget-friendly yet working solution, you can opt for a ready-made technology like DUZY tv. Its patented solution may be quickly and easily integrated with most e-commerce platforms. Another benefit is that there are no upfront fees since DUZY tv charges payment (i.e. a minor share from the price of a purchased item) only for the closed transactions. In addition, DUZY tv’s patented solution is a risk-free option, meaning that you can see how it works from the moment you register and upload your first video.

How does DUZY tv work?

Using DUZY tv platform requires no technical background — everything is simple and straightforward. In addition, the service offers great customer support – a DUZY tv support team will give you a hand in case some questions still occur. But let’s get back to the process.

Registration and connecting to your store

At the first stage, a user has to register in order to create an account. As usual, the system will ask you to provide an email address and a password. After you log in to the platform, you’ll have an opportunity to connect your online store to DUZY tv. Once you do that, you’ll be able to create your first shoppable video by uploading a regular video and selecting relevant products (i.e. those items which are related to the video) from the list. Normally, the whole process takes no more than a few minutes.

It’s worth mentioning that you don’t have to repeat all the steps every time you are out of a particular product shown in the shoppable video. As the store is connected to the platform, all information will be updated in real time. This means that items which are not available at a particular moment will be marked as “out of stock”.

Using and sharing

So what do you get in a result? Your output video will have an additional (so-called “transactional”) layer. Such a layer will allow viewers to buy products they like while still enjoying the video. Customers don’t even need to leave the player in order to make a purchase. And they can continue watching the video after such a purchase is complete.

Besides uploading a shoppable video to your website, you can also share it via social media channels or use within an email marketing campaign.

How DUZY tv improves the video shopping experience

girl with shopping bags

It goes without saying that shoppable video is a cool, innovative, and even a futuristic technology. However, the greatest thing about this type of interactive content is that it really makes customers’ life easier. Here’s how:

Product information

Video content allows retailers to convey a large amount of information about items they sell in just a few minutes. Hence, it helps customers make a more informed shopping decision without spending too much time on research.

Simplified buying process

In today’s fast-paced world, time is money. We all appreciate things that help us perform routine tasks quickly and effortlessly. Shoppable videos let viewers make a purchase in just a few seconds after they decided to buy a specific product. And this is a huge advantage for every busy person.

Reduced frustration

With a DUZY tv’s patented solution, customers don’t have to go through a myriad of redirects to get an item they want. As already mentioned, they can read the product information and complete a purchase without even leaving a player.

Closer connection with a brand

The modern world is full of similar products and, in most cases, people have a wide choice of goods. That’s why when making shopping decisions, they usually consider not only typical criteria like price and quality but also their attitude toward a brand. Shoppable videos make people feel more cared for and this bridge the distance between the business and the customers.

Benefits you get by using DUZY tv

hands holding a tablet with analytics

It’s pretty obvious that when shoppers get a delightful video shopping experience, a retailer wins as well. Here are the main benefits associated with using interactive videos that are created with a DUZY tv’s patented solution:

Conversion rate

Shoppable videos significantly increase the conversion rate and, as a result, boost sales. Basically, there are two main reasons for that. First of all, they provide shoppers with an opportunity to satisfy their shopping desire at the most suitable moment — when they are inspired by a video. And secondly, with interactive videos, the path from making shopping decision to taking action is shorter.

Brand loyalty

People tend to return to brands which deliver a pleasant customer experience. By using shoppable videos, an online store has a chance to get more repeat visits and purchases.

Advanced analytics

With DUZY tv’s patented solution, you’ll have an opportunity to monitor performance data of your online store and get valuable insights on customer behavior. On top of that, the platform can be easily integrated with third-party analytics tools.

Putting it all together

Videos have always been an effective content marketing tool but today their impact on shoppers’ decision-making process is indeed huge. Yet, to deliver an outstanding video shopping experience, online retailers not only need to create an engaging story and beautiful motion picture. They also have to think about the way customers will interact with a brand through a video. One of the most efficient options available today is shoppable videos. DUZY tv’s patented solution allows you to create such videos in just a few minutes without any advance payments. As a result, you’ll get an improved conversion rate, higher revenue, and stronger brand loyalty.

What to get your online retail business to the next level with DUZY tv interactive videos? Register now!

Published with StoryChief