Invodo recently returned from exhibiting at eTail West 2011 where we had the privilege of speaking at the first ever Online Video and Rich Media Summit. Despite storms across the country, top online retailers still made it to Palm Desert to see the latest and greatest eCommerce products and services. From new mobile applications to optimized email marketing platforms, there were many hot topics at eTail. But no topic matched the buzz generated by eCommerce video. Luckily, Invodo was there to answer everyone’s video questions from, “Where do I start with my video strategy?” to “How can I A/B test and measure the conversion impact of video?” In total, eTail was an exciting event for all. Here are some of our teams takeaways.
Chris Uhland, Sales Director
Michael Kennedy, Enterprise Sales Director
Melissa Reiss, Marketing Programs Manager
Special thanks to Nancy Jenkins, Vice President at Swimwear Boutique, and Drew Leakey, Vice President of Marketing and Business Development at Living Direct, for their great presentations at eTail’s Online Video and Rich Media Summit. The entire Invodo team looks forward to continuing to help online retailers sell more through the power of video.
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.
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