Tag: ecommerce

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!

Taking Your Online Sales Conversion to the Next Level (2019)

Taking Your Online Sales Conversion to the Next Level (2019)

An online sales conversion rate is a key metric showing whether an e-commerce business is effective at converting site visitors into leads or sales . That’s why it should become one of the most important areas of focus for every modern online retailer. The good news is that the number of online consumers is constantly growing worldwide. According to Statista, it is projected to grow from approximately 1.8 billion, in 2018, to 2.14 billion in the next two years.

However, such phenomenal growth in the e-commerce industry brings some challenges to online merchants, too. One of the greatest of them is winning customers’ attention and persuading them to choose goods from your store rather than from a competitor’s website offering similar or alternative products.

In this article, we will explain how you can optimize your online sales effectively and be a step ahead of your rivals in this race for customers’ hearts, minds, and “buy” button clicks.

How to calculate an online conversion rate

Before we dive into the practical tips for online sales conversion optimization, let’s take a brief look at some theory. In general, an online conversion rate is a figure showing the percentage of people who took the desired action out of all people who visited a website.

 conversion rate calculation

What these desired actions are depends on your unique business. For instance, it could be completing a sale, adding a product or service to a shopping cart, subscribing to an email list, sharing video or other types of content on social media, etc.

Most e-commerce stores define their conversion rates based on the number of successfully completed purchases. For this reason, e-retailers usually use the terms “conversion rate” and “online sales conversion rate” interchangeably.

So let’s say your store received 50 visitors last month and 5 of these people made a purchase. This means that your online sales conversion rate is 10% (see the image below). However, in order for you to actually know how many people visited your site, you need an analytics tool (e.g. Google Analytics).

conversion rate example
Image credit: fera.ai

An average conversion rate for the whole e-commerce industry amounts to 1.5-2%. So if you get 2 buyers out of 100 website visitors, you’re pretty much meeting industry standards. However, you should understand that this figure is quite generalized. In practice, an average online sales conversion rate would be different for every product category.

But no matter what the exact statistics are for your particular market, to stand out from the competition, you should strive to surpass your competitors, not just meet the industry standards. In other words, the question becomes: How can you take your online sales conversion to the next level in 2019?

Video marketing: why it should be your starting point

Conversion optimization is a complex process. It comprises many practices such as adding testimonials to a website, creating an appealing design for a landing pages, placements of high-quality images, etc. Of course, all these recommendations are important to consider. However, most online retailers already apply them to their e-commerce stores. This is why these aspects of conversion optimization strategy no longer create a competitive advantage. If you want to make your internet retail business really noticeable in 2019, you should particularly focus on taking advantage of video marketing.

The reason why you should focus on videos becomes obvious once you look at some video marketing statistics:

  • When there is a choice between explainer videos (or other types of videos) and text content, 72 percent of digital buyers would prefer to watch a video in order to get information about a product.
  • 80 percent of millennials, who constitute the biggest buyer demographic nowadays, intentionally search for videos before making purchase decisions.
  • Video conversion rate statistics show that watching videos increases the likelihood of buying a product for 64 percent of consumers.
  • The overall impact of video content is exceptionally significant. Including a video in a web page may increase its conversion rate by up to 80 percent.
  • 84 percent of digital shoppers say they have bought a product from an online store after watching a video.

As seen from the numbers above, video shopping, online videos, and mobile videos really matter. It’s hard to overestimate the value of video content for today’s marketing. But there is also one more crucial figure to consider. Nearly 83 percent of marketers say video content is growing in importance. This means that you should be creative in your video marketing strategy to get the desired results. Luckily, the modern state-of-the-art technologies can help you do that easily and cost-effectively.

Increasing a CR with transactional product videos

shoppable video example for online sales conversion
Image credit: contobox.com

In short, transactional product videos (or shoppable videos) are the type of interactive video content that allows customers to make purchases without leaving a video player. A buyer just needs to click a “plus” or “shopping cart” icon that appears on a product featured in a video in order to initiate a transaction. Once it’s done, he or she is directed to a product page that contains detailed information about a product as well as a checkout button.

shoppable video example
Image credit: ernest.ca

Besides being a truly innovative shopping solution, transactional product videos are also a powerful marketing tool. Specifically, their performance is nearly 10 times higher as compared to an ordinary video ad. This not only means that you’ll get more video views, but the online sales conversion rate will also increase.

The main secret is that the engagement rate of interactive videos are at 45.71 percent. At the same time, for example, an average engagement rate when people watch videos posted on Instagram is as low as 1.73 percent.

Now, the key question is: how can online retailers add transactional product videos to their e-commerce stores? Luckily, DUZY tv’s patented solution makes it easy to add and create transactional videos.

How to get started with DUZY tv’s solution

DUZY tv’s patented solution is an innovative platform that allows you to create shoppable videos in just a few clicks. Another great aspect of the DUZY tv platform is that it requires no upfront investment. To get started, you basically need to register and connect your e-commerce store to the platform.

Once your first transactional product video is live, you’ll be able to see how it improves your online sales conversion. The platform is extremely easy to use, even if you’re inexperienced with creating videos. To create an interactive product video, a user just needs to complete two simple steps:

  • upload an ordinary video to DUZY tv, and
  • choose the products featured in it from the list of items

This list will be automatically pulled into the platform since you already connected it to your store.

shoppable video

Once everything is ready, you can start optimizing your online sales conversion rate by placing a shoppable video on your website, sharing it on social media, and adding it to your marketing emails.

Why DUZY tv is the best option for your e-commerce store

The main benefit of DUZY tv for any online retail business is that it can drastically increase online sales conversion rate in an easy yet budget-friendly way. Using this top-notch solution won’t only mean that your business makes more money, but it will also help you in building trust and delivering an outstanding shopping experience.

Nowadays, most people feel exhausted from dealing with numerous advertising messages directed towards them from all angles. This is why most customers want a clutter-free message, with clear information about a product or service with a simple buying process without frustrations or manipulations.

DUZY tv gives you an opportunity to show a product to viewers as it is. The solution also makes it possible for customers to buy all the items which piqued their interest without any distractions. That’s why, besides increasing an online sales conversion rate, DUZY tv can benefit your business in the long run by helping you build strong brand loyalty.

Wrapping-up

A high conversion rate doesn’t happen out of the blue, it needs to be meticulously optimized. As statistics show, the most effective way to encourage people to buy from your e-commerce store is to include videos in the marketing strategy.

If you want to really stand out, a few ordinary video ads will unlikely bring you the expected results. Simplify the buying process by making your videos shoppable and you’ll definitely win over more customers in the online retail market.

Ready to make your online sales conversion rate skyrocket with DUZY tv’s solution?

Get started now!

 

Interactive Product Videos: Interactive and Transactional Videos Explained

Interactive Product Videos: Interactive and Transactional Videos Explained

Digital marketing is a fast-changing area and sometimes it’s not that easy to keep up with its trends. Interactive videos are one of the latest examples. Such videos appeared on the horizon not so long ago but they are rapidly gaining popularity. Amazon, Walmart, Alibaba, Facebook, and other market behemoths have already started a race to provide customers with a more engaging video shopping experience. In other words, we can expect interactive product videos to become the new industry standard in the next year or two.

But how exactly do interactive, transactional videos work? What benefits may they bring to an e-commerce business? And what is the best way for online merchants to introduce interactive video solutions into their marketing and sales activities? In this blog post, we will explain all the ins and outs of this revolutionary type of content so you can easily outrun your rivals by adopting it today.

Interactive videos: general overview

As the name suggests, an interactive video is a video that provides an interactive experience for the viewer. This means that a person who watches such a video can engage with the content shown on a player. And the range of actions viewers are allowed to take is not limited just to pausing and going forward and backward like in linear videos. In fact, this type of video has interactive elements that are technology-enabled that encourage engagement and action.

In general, the list of things an audience can do with a particular interactive video depends on the purpose of such a video. For instance, a viewer’s capability to influence a storyline is the most common type of interactions when it comes the entertaining content like cartoons and movies. The most famous example of such a personalized video is Black Mirror: Bandersnatch. While watching this episode of a popular Netflix series, a viewer can make choices. And the way how the story further unfolds depends on such choices. Ultimately making for a much more engaging video experience.

Black Mirror: Bandersnatch screenshot
Image credit: Netflix

This level of engagement is something that captivates marketing executives looking to capitalize on video marketing. Luckily, with the right interactive video platform, you can tap into this level of engagement even when the primary goal is to sell a product or service. In such a case, giving customers an opportunity to buy from the video comes in first place. Interactive product videos that allows viewers to make a purchase without leaving a video player are called “transactional product videos” or simply “shoppable videos”. Let’s talk about them next.

How transactional product videos work

As a rule, transactional product videos contain embedded links that let customers get more information about a product or initiate a purchase from within the video. The only thing a customer needs to do is click an icon that usually appears on the featured product. Most often, icons within the interactive product videos look like a plus or shopping cart.

Mission Impeccable by Ted Baker screenshot
Image: Mission Impeccable by Ted Baker
Image credit: Popular Chips

After that, customers are directed to a product page where they have an opportunity to read the product details and complete a purchase. Hence, a person can interact with a product video while he or she is still watching a commercial. This practically eliminates a time gap between a customer’s desire to buy a featured product and the actual action aimed at satisfying this desire.

In practice, you may also see interactive product videos which are not directly aimed at selling products but benefit an e-commerce business in some other way. For example, there are videos with embedded downloadable files, questionnaires, explainer videos on customer service portals, etc. However, all these types aren’t nearly as efficient as shoppable videos.

What benefits interactive product videos can bring to a business

Shoppable videos outperform ordinary videos in many aspects as well as open a door to many more business and marketing opportunities. To be more precise, market research confirms that 78 percent of marketers who use interactive videos within their marketing campaigns said that it is indeed an effective tool. So let’s take a closer look at the main data-driven advantages shoppable videos bring.

Improve click-through rate

Video is the most clickable type of online advertising as compared to mobile, display, and rich media ads. It’s average CTR constitutes about 2 percent. At the same time, the performance of interactive product videos is nearly ten times higher. So, basically, there is no other format of digital ads that is as effective as transactional product videos.

interactive videos ROI
Image credit: afaqs.com

Increase conversion rate

Interactive product videos convert much better than linear videos. Study shows that the conversion rate of product videos customers can interact with is about 11 percent. This means that one in ten people who watch a shoppable video buys a product featured in it. One of the reasons is that interactive product videos make the process almost effortless. A customer doesn’t need to go back to the online store and search for the item he or she liked. So even the laziest digital buyers make a purchase.

Enhance engagement rate

The ultimate goal of shoppable videos is to convince a customer to buy a product and make the buying process as easy as possible. However, statistics show that interactive product videos have a positive impact on the engagement rate as well. In particular, they increase the viewing time by 47 percent. For this reason, a transactional product video not only helps you boost sales but it’s also a great tool to convey brand messages and build brand loyalty.

Stick in customers’ minds

Another long-term benefit of interactive product videos is that consumers remember them better than ordinary videos. Interestingly, this doesn’t depend on the fact of whether such consumers actually interacted with the content or not. According to the study by Magna, interactive videos are 32 percent more memorable than linear videos and this increases purchase intent by nine times.

Gives insights about buyers’ behavior

Interactive product videos let online retailers learn their audiences better. In particular, they allow you to track every click. In addition, they give you valuable insights about how customers behave, what they like or dislike, what encourages them to take action, etc. As a result, you can determine purchase intent more accurately and tweak your marketing content accordingly.

The easiest way to create an interactive product video

The adoption of interactive videos by online retailers used to be slow and associated with many risks. This is because it required custom development that inevitably led to high costs and uncertain outcomes, not to mention that the whole process was quite lengthy. For these reasons, e-commerce store owners felt unsure about the potential ROI. So they hesitated to introduce interactive product videos into their business activity.

However, the situation has changed as new technologies became more advanced. With DUZY tv’s platform for interactive video creation, online retailers can make shoppable videos in just a few clicks. Another great thing about DUZY tv’s patented solution is that it doesn’t require any upfront fees so it is a completely risk-free option. But let’s see how everything works in greater detail.

DUZY tv screenshot

Connecting an e-commerce store to DUZY tv’s platform

The first thing an online retailer needs to do is to register and create an account. This stage requires nothing more than pretty standard information like email address and password. After that, a user will be able to follow the guide and get connected in a few minutes.

Creating a shoppable video

To create an interactive product video with DUZY tv’s solution, online retailers just need to upload their existing video content to the platform. Since the store and the platform are connected, the items are pulled into DUZY tv automatically so users just need to choose the relevant products from the list. For the same reason, items which are unavailable will be marked “out of stock”.

DUZY tv connecting store

Using shoppable videos created with DUZY tv

All interactive product videos are stored on DUZY tv’s platform. However, online retailers can upload them to the product or landing pages on their websites. It’s worth mentioning that about 58 percent of digital buyers consider e-commerce stores which have product videos as trusted vendors. On top of that, shoppable videos may be shared on social media and used as a part of email marketing campaigns.

Financial aspects

As mentioned, DUZY tv doesn’t charge any payments in advance. An online retailer pays a minor share of a transaction only after a purchase is completed. The same happens when it comes to donations which are also supported by the platform. If the main purpose of an interactive video created with DUZY tv is to generate leads, a user pays a flat fee.

Make use of transactional, interactive product videos today

Interactive videos are a revolutionary type of content that is rapidly gaining popularity in many areas, including digital marketing. The so-called transactional or shoppable videos allow buyers to make a purchase right in a video player and, thus, they make a buying process as simple and fast as possible. As a result, an online retailer gets many benefits such as high CTR, engagement and conversion rates, strong brand loyalty and enhanced brand awareness. And the greatest news is that DUZY tv’s patented solution lets Internet merchants create shoppable videos in just a few steps without paying any fees in advance.

Ready to embrace the future of e-commerce by creating your first shoppable video? Absolutely, yes!

Published with StoryChief

Video Marketing Benefits: Capitalizing on The Most Powerful Marketing Method

Video Marketing Benefits: Capitalizing on The Most Powerful Marketing Method

Content is king. You have probably seen this phrase from the essay by Bill Gates many times. But what content, exactly? Nowadays, there are so many types of it, from a blog post on a business website to a funny animation on social media. So do they all have the same value? Are they interchangeable? The answer is, of course, no – because everything depends on your specific purpose for using a particular piece of content. While content is king, video marketing benefits make it clear that video is the new king of content.

This becomes obvious once we narrow the scale down solely to marketing. In terms of increasing internet traffic, improving click-through rates, and boosting conversion rates, online videos absolutely dominate written content, images, and even animations.

In this article, we will discuss the power of video and why companies use video marketing in the first place. We will also outline core video marketing benefits and give you some tips on how to truly capitalize on videos in a simple yet efficient way.

Why video marketing is so powerful

The answer may be found in our nature. For us as human beings, it is easier to retain information from videos as compared to other types of content. This is because our brain processes visual content much faster than messages delivered with written words (up to 60,000 times faster according to some studies). And due to so-called mental laziness that is also inherent to all people, we tend to consume information in the form that requires the least effort.

On top of that, video content combines moving images and sound. In other words, it simultaneously engages our auditory sense in addition to the visual sense. As a consequence, video content makes information more memorable. To be more precise, people in general remember nearly 50 percent of what they saw and heard, and only 30 percent of the information they only saw but did not hear.

cone of learning
Dale’s cone of learning
Image credit: elearningindustry.com

In addition to being more memorable, videos also create a stronger emotional connection than text content. It is, of course, impossible to measure and compare the emotions a person experiences when he or she reads a text and watches a video. But we can look at indirect consequences, like the number of social shares and engagements.

According to statistics, people share videos 12 times more often than they do with links to articles. As a result, videos have more chances to go viral than other types of content used in content marketing.

Benefits of video marketing

Nowadays, online videos have a great impact on the way a product or service is perceived by target audiences. For this reason, you’re much more likely to receive a good return on marketing investment (ROMI) when video content is part of your company’s marketing strategy. And the numbers speak for themselves.

Revenue

Businesses exist to make money. That’s why generated revenue is the metric that matters the most at the end of the day. However, many marketers and business owners wonder if video is worth it. After all, the cost of creating video campaigns are usually higher than running other marketing campaigns. The answer is yes.

Statistics show that companies on average earn $8.34 per internet user who saw their online video. This figure is about ten times higher than the profits from photo advertisement.

Conversion rate and sales

A conversion rate is the most discussed metric when it comes to video marketing benefits. And it’s no wonder. Videos are indeed an extremely engaging type of content and they often evoke the viewer’s interest to learn more about a product or service. As a result, landing pages with embedded videos show up to an 80 percent increase in conversions.

video marketing benefits
Image credit: score.org

Naturally, a higher conversion rate leads to a greater number of closed deals. According to the survey by Wyzowl, 81 percent of organizations that implemented video marketing saw an increase in sales.

Brand loyalty

In today’s world, consumers usually have a wide choice of similar goods and services. Hence, trust in a particular brand has become a key differentiator along with the price and quality. Online videos help organizations build strong brand loyalty by showing buyers that a company cares about serving them well. Because not only do videos entertain but they also explain and educate.

One major video marketing benefit in particular, according to one study, is that 64 percent of digital buyers are confident buying from an online store after watching a product video. This is also important in the long run, because it helps online retailers create a base of loyal return customers.

Search engine optimization

Google loves videos
Image credit: moovly.com

Enhanced SEO is also an essential video marketing benefit. If you’ve ever participated in discussions with marketers, you might have heard that Google loves videos. While that’s not quite the case, a website that contains videos is more likely to show up on the first page of the Google search. However, this does not happen because the King of Search Engines has some special rules related to video content.

The reason is that internet users stay on websites that have embedded videos for a longer time. As a result, Google “thinks” that these websites have content of the high quality and shows them above other search results. According to a study, video content can increase a website’s chances to reach the top of Google’s search results by more than 50 times.

Video content is a new industry standard

people and computer screens

The importance of video in marketing is so significant not only because this type of content brings many advantages to a business. Online videos have already become a new industry standard. This means that most people treat them as a must-have element of a brand’s online activity.

In particular, 85 percent of buyers said that they would like to see more videos posted by companies they buy products from. One of the reasons is that video format allows for conveyance of a greater amount of information in a clear and efficient way. Hence, consumers need to spend less time on research. And this is a huge benefit of video marketing for digital buyers.

On top of that, as many as 81 percent of organizations use video content for marketing purposes. So, basically, if you do not utilize videos as a marketing tool, you deliberately agree to put your business at a disadvantage.

To provide you with the bigger picture: Global video marketing revenue reached almost $28 billion in 2018 and it is expected to grow by 14.6 percent year-on-year. The next big question is how do you take part in this and start profiting from the various video marketing benefits?

How to create an engaging video

It goes without saying that there is no single video that will do all the work. There’s no magic formula that allows you to tap into the video marketing benefits that are out there.

To create successful marketing campaigns, marketers should choose among different types of video content depending on the stage of a buyer’s journey, purpose, target audience, etc. However, there are some best practices that will help you make any online video compelling and boost  customer engagement.

Keep it within 2 minutes

People watch online videos because they allow them to get necessary information about a product quickly. Hence, if you try to cover every single detail in one explainer video, it will become endless and no one will actually watch it until the end. The optimal length for product videos constitutes 1-2 minutes. So it is recommended to stay within this range so as not to lose customers’ interest and attention.

video length table
Image credit: searchenginewatch.com

Tell a story

To get all the benefits of video marketing, you not only need to show your products. You have to show them in a way that will make the viewers want to buy such products.

In other words, your online videos have to evoke emotions. For this reason, focus not only on messages you want to deliver to customers but also on a storyline that will relate to your target audience. A great example of such videos is “Let’s build” by LEGO.

Make it actionable

A good product video should be both inspiring and actionable. This means two things. First of all, you should tell viewers about an action you want them to take. Basically, include a call to action, like “buy this product”. Secondly, you should provide viewers with an easy way to take this action.

For instance, you can place a link to a product page under a video or include interactive elements in a video. The latter option is, of course, much more efficient and innovative. It used to be quite expensive (and time consuming), but recently the situation has changed. Now, you can create shoppable videos in a few clicks without spending a fortune on custom development. Let’s talk about this in greater detail.

How DUZY tv can help you capitalize on video marketing benefits

With DUZY tv’s patented solution, online retailers can make interactive videos by simply registering on the platform and connecting their e-commerce store to it. The shoppable videos they will receive in return will allow customers to make a purchase without leaving a player. In short, it allows you to take full advantage of the wide range of video marketing benefits.

The only thing buyers will need to do is click on the plus icon inside of a video ad. For example, if a viewer likes a T-shirt featured in the ad, he or she will be able to buy the T-shirt. All while still enjoying the video featuring it.

DUZY tv

How can this help make a video marketing campaign more effective? The main advantage of shoppable videos is that they shorten the distance between a buyer’s desire to buy a product and the actual purchase. This is because customers don’t have to go to the online store and spend time searching for the item they saw in the video.

Since the buying process becomes fast and simple, the engagement rate increases as well. As we can see, videos created with DUZY tv’s patented solution results in a 45.71 percent engagement rate. In comparison, the average engagement rate of Instagram videos is 1.73 percent. Naturally, this leads to an increased conversion rate, the greater number of sales and, consequently, higher profits.

In short; take advantage of video marketing benefits

Internet users are more inclined to watch videos than read articles. That’s why video must be an integral part of marketing strategies for any business that strives to grow. It significantly improves how you engage new buyers, retain existing customers, and overtake your competitors.

However, to be a step ahead of the rivals, just creating engaging videos is usually not enough. Companies must also be innovative and make these videos actionable. DUZY tv’s patented solution is an easy, efficient, and cost-effective way to craft shoppable videos that will skyrocket your e-commerce business. Allowing you to take full advantage of the wide range of video marketing benefits.

Want to make your business grow and thrive with DUZY tv’s shoppable videos? Register 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