As a product marketer, nothing is more informative, inspiring, and motivating than talking to customers. And last week, I had the great opportunity to get to know some of our key customers at our 2nd annual InCrowd Executive Summit. We invited our clients down to Austin, TX to partake in inspiring presentations, great networking, and of course great food and drinks over two days. Our guests even got to experience new visual experiences like Oculus Rift, Google Cardboard. It was amazing to speak with clients like Home Depot, JCPenney, and Dell and to hear how video plays an integral part in their overall strategy. Here are some of the key takeaways from the event.
Retailers are doubling down on video
Our clients have seen the power of video, especially video that lives on the PDP and informs customers with all the info they need to make a purchase decision. Now retailers are looking at their entire catalog and asking “how can we cover our catalog with video?” We had some great discussions on the obstacles standing in the way of making this happen. Home Depot presented a great case study on how they have organized their teams internally for success in scaling video. For them, having a centralized team managing video content and production has been key. We heard the “too many cooks in the kitchen” is a problem that inhibits the success of many video programs.
Measurement is key
Marketers love to measure things, so it’s no surprise that our discussions around analytics were some of the most lively. A recurring theme we heard was the need to slice and dice metrics by video type (product videos, how-tos, lifestyle video) as well as page type (product page, category page, home page). This type of data and reporting can enable more informed decisions for retailers to choose what type of video is working and not working as well as where the best place to merchandise and promote their video content. This type of feedback was really validating, because one thing that sets Invodo apart from others is our ability to help retailers track this type of data.
Retailers are looking for the next big thing in visual content
On day two, we focused on getting our clients up to speed on all the amazing visual experiences we have been creating. From interactive video to spin photography, to in-store digital content…there is a ton of opportunity beyond the PDP to have video influence the buyer’s journey. We heard from retailers that the space is moving so fast, they’d love to hear more from us about new visual content they should be testing on their sites. All in all, we had an amazingly good time at the InCrowd event. And we already have plans to make next year bigger and better than ever. We’d love for you to join us – keep an eye out for more information soon!