Invodo Returns from eTail West!

Invodo just wrapped up two awesome days at eTail West in Palm Desert, and I’m more excited than ever at the value video brings to almost everyone in the e-retail space.  Time and again, senior marketing executives conveyed excitement to us as they began to realize the conversion benefits offered by a strategic video implementation.  No matter the industry – footwear, apparel, jewelry, electronics, and many more – everyone seemed to understand how video helps customers trust a product and trust the online buying process.

We talked to over 200 retailers in two days, and we were excited by the number who have already dabbled in video to varying degrees of success.  If I can give any advice based on the concerns and questions we heard, it’s:

> Know your customers
> Know their buying criteria
> Maximize your video investment across many channels.
> Make sure you’re leveraging the SEO uplift of creating unique video content

Ecommerce video only works if it provides the information that customers want, at the time they most need it, and in a format they can trust.  You could literally see the light bulb shine when we challenged executives to really think about the decisions their customers make when viewing product pages online.   This insight allows a company like Invodo to help our customers create the right video format with an optimal message.  Additionally, executives are starting to understand the power of using video to drive SEO and to improve investments in email marketing, print advertising, and in-store packaging.  They expect – rightly – a solution that will help them create a better online customer experience at scale and without the typical headaches (re: expenses) they associate with enriched content creation.

There is no doubt, video is here to stay.  If we learned anything from the show, you need to be thinking about your online video strategy now rather than later.  The right solution will bring more people to your website through SEO ranking, will keep them on your site longer, and will convert them into buyers at a significantly higher rate – and those are benefits you cannot afford to miss.