brightcove event 13-11-14
TRANSCRIPT
Amplifying Content
Marketing with VideoBEST PRACTICES FOR
TELLING YOUR BRAND STORY
Cassandra Zuffante, Director of Partners, EMEA & LATAM
Bulleted lists layout
©2014 Brightcove Inc3 |
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©2014 Brightcove Inc4 |
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the year 2002
TODAY
Average adult attention span?
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of the buyer journey
is driven through digital
channels and content
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Which meansYour content is one
of the most critical marketing
assets
Your CONTENTis your first sales call
second,
third…
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Video content marketing is one of the most
powerful ways to drive marketing results
VIRTUAL CONFERENCES
MOBILE CONTENT
RESEARCH REPORTS
VIDEO
44%
70%
33%
28%
25%
52%
15%
10%
What content types grew the most?
But what about our audience?
About our research
• 2000 Responses
• Global Consumer Audience
• Perceptions and Preferences
for Brand Content
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Key findings — A preference for video
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76%cite video as their preferred content source
when consuming brand information
Also, 24% said video is their ‘most trusted’ source of brand content
Key findings — Why do you trust video?
• 44% Video more appealing
• 29% It’s more authentic
• 28% It’s more engaging
• 10% It’s more shareable
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The power of better video — How do you feel
after watching a good online video from a brand?
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39% more likely to
research the brand
or product further
36% more likely
to tell friends and
family about the brand
30% more likely to
become brand loyal
Successful brands understand
this and are using video
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Brightcove Global Presence
• Founded 2004
• NASDAQ: BCOV
• 420 employees
• Headquartered in
Boston, MA
• 5,500 customers in
over 70 countries
• Delivering over 1.3B
streams/month
• 7.6MM player
loads/hour
• 1.7MM video
views/hour
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Complete Cloud Solution
Discrete Cloud Solutions
LIVE
Media Customers
© 2012 Brightcove Inc.
SCALE
Best practices
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Awareness
Engagement
Conversion
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“When it comes to
engagement, conversion
and on-brand messaging,
nothing delivers like
video.”
ExactTarget
Is it working?
100%increase in time on Site
500additional
sales leads
Reduced pagebounce rate by
12%
Awareness
Engagement
Conversion
The Challenge
Increase Awareness and Engagement
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Print Digital Social Stores
Is it working?
The Results
320% increase in traffic
How long should a marketing
video be?
14 minutes???
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What do consumers want from online video
experiences — what would encourage you to
view more video from a brand?
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3 of the top 4 consumer responses related to video delivery
faster launch times 31%
Less buffering 30%
More devices 28%
negative perception
of the brand.
62%
People with bad viewing experiences?
Awareness
Engagement
Conversion
Someone views a product video?
up to
more likely to buy!Source: Internet Retailer
Video on a landing page?
Conversion rates
Source: Eyevision Research 2013
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Upsell and cross sell
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Guided Selling
Conversion Tools
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Invest in the right partners
TECHNOLOGYor product further
PRODUCTION &
STRATEGYSERVICES &
SOLUTIONS
Thank you!