live webinar with forrester research: reach, engage, & convert with interactive video

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Live Webinar featuring Forrester Research and Rapt Media

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Live Webinar featuring

Forrester Research and Rapt Media

Why Marketers And Product Teams Should Create Customer-Driven Experiences

Ryan Skinner, Senior Analyst

8 April 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 4

What We’ll Discuss

›Perpetually connected customers lean in to helpful brands

›Interactive video gives rich and valuable experiences

›Insights from interactive video can enrich customer relationships

›Recommendations

© 2015 Forrester Research, Inc. Reproduction Prohibited 5

What We’ll Discuss

›Perpetually connected customers lean in to helpful brands

›Interactive video gives rich and valuable experiences

›Insights from interactive video can enrich customer relationships

›Recommendations

© 2015 Forrester Research, Inc. Reproduction Prohibited 6

Millennials & GenZ Do More On MobileACTIVITIES DONE WEEKLY ON A MOBILE

Upload videos or photos to the Internet

Download music Watch video or TV shows

Stream video or TV shows

< 34

34 & UP 7%

12%

5%

13%

6% 9%

< 25

20%

22% 14% 14%

24%

26%

Source: European Technographics Online Benchmark Survey, 2014 (Base age <25: 2266, age < 34: 5018, age 34 and up: 11,192)

© 2015 Forrester Research, Inc. Reproduction Prohibited 7

Baby boomers’ gold medalists

GenZ’s gold medalists

Millennials were also two times more likely to: visit a brand’s website, read ratings and reviews, read a company’s

blog and read a forum on a brand’s site.

© 2015 Forrester Research, Inc. Reproduction Prohibited 8

Television’s Becoming A Pull Medium

Only 34% of all US

online adults primarily

watch linear TV

73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

Customers Control The Purchase PathUSE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER

Source: Google ZMOT study with Shopper Science

10.4Sources inan averagepurchase path

Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the greying, boomer generations).

© 2015 Forrester Research, Inc. Reproduction Prohibited 10

Prior to making your recent consumer electronics purchase, how did you originally find out about the product or service that you bought?

0 5 10 15 20 25 30

Ads in newspapers (not online)

Ads on Facebook

Blogs

Online videos

Online ads (e.g. banner ads)

Ads on TV

Online recommendations (e.g.,…

Asking friends, family, colleagues

Online searches (e.g. Google, Bing)

EU-7

US

Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2014, sample size = 277

European Consumer Technographics Retail Survey 1, 2014, sample size = 890

© 2015 Forrester Research, Inc. Reproduction Prohibited 11

Which of the following sources did you use to research the consumer electronics before it was bought?

0 10 20 30 40

Online videos

Comparison shopping site

Professional reviews (e.g.,…

Employee or customer service rep…

In-store information

Manufacturer website

Retailer website

Asking friend, family, or colleague

Online search (e.g., Google, Bing) EU-7

US

Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2014, sample size = 277

European Consumer Technographics Retail Survey 1, 2014, sample size = 890

© 2015 Forrester Research, Inc. Reproduction Prohibited 12

After making your purchase of consumer electronics (e.g., TV, computer, e-reader, etc.), in what other ways did you interact with the brand, store or company (manufacturer)?

0 5 10 15 20 25 30 35

Online chat with company rep

Letter to the company

Company social media page (e.g.Facebook, Twitter)

Email to company

Phone call to company

Online self-service on company site

Video on the company site

Online community forum on company site

Physical location

Source: North American Consumer Technographics Customer Life Cycle Survey 1, 2013, sample size = 245

© 2015 Forrester Research, Inc. Reproduction Prohibited 13

Helpful Brands Earn Their VisibilityThese three cases: Nike, Charmin and Gatorade are all gaining visibility with their key audiences

by creating valuable experiences.

© 2015 Forrester Research, Inc. Reproduction Prohibited 14

What We’ll Discuss

›Perpetually connected customers lean in to helpful brands

›Interactive video gives rich and valuable experiences

›Insights from interactive video can enrich customer relationships

›Recommendations

© 2015 Forrester Research, Inc. Reproduction Prohibited 15

Trend: Cutting Budgets In AdvertisingBoosting Budgets In Owned

VideoWill decrease spend on

traditional advertising to

fund more online promotion.63%

Source: “B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets” December 2013

© 2015 Forrester Research, Inc. Reproduction Prohibited 16

Video Stands Out As The Fastest-Growing Online Ad Format

© 2015 Forrester Research, Inc. Reproduction Prohibited 17

Millennials Are A Digital Video Native Generation

© 2015 Forrester Research, Inc. Reproduction Prohibited 18

Mobile + Video = Self-Reinforcing Trends

© 2015 Forrester Research, Inc. Reproduction Prohibited 19

Mobile is increasingly a crucial part of

the video interaction and experience.

Millennials are using smart phone

advanced behaviors including

streaming and interactive video. Big

players like Facebook are making big

plays in terms of mobile and video.

Here we see Facebook’s only

advertising on mobile being sponsored

content with a focus on video.

© 2015 Forrester Research, Inc. Reproduction Prohibited 20

Interactivity Quickly Trumps Access

© 2015 Forrester Research, Inc. Reproduction Prohibited 21

When Video & Mobile Collide

Mobile Video

Inter-

activeVideo

© 2015 Forrester Research, Inc. Reproduction Prohibited 22

Interactive Video Is Nothing New

© 2015 Forrester Research, Inc. Reproduction Prohibited 23

Benefits Of Interactive Video

Maximizes discovery

Provides depth at the point of discovery

Supports multiple calls to action

Mobile app-like functionality without an app download

Data exhaust for personalization and segmentation

Higher completion rates

Repurposes existing assets

© 2015 Forrester Research, Inc. Reproduction Prohibited 24

Increases CTR Up To 1000% On Video Ads

TraditionalVideo

InteractiveVideo

© 2015 Forrester Research, Inc. Reproduction Prohibited 25

Maybelline’s Big Eyes Beauty Adventure Includes Multiple Calls

To Action Per Product

© 2015 Forrester Research, Inc. Reproduction Prohibited 26

What We’ll Discuss

›Perpetually connected customers lean in to helpful brands

›Interactive video gives rich and valuable experiences

›Insights from interactive video can enrich customer relationships

›Recommendations

© 2015 Forrester Research, Inc. Reproduction Prohibited 27

Tune Content Against BehaviorDELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS

Content/Audience Tuning

A B C

© 2015 Forrester Research, Inc. Reproduction Prohibited 28

Apply Data To The Path To PurchaseTUNE CONTENT AGAINST PROFILE, TOPIC, HISTORY, PREFERENCE & PRIORITY

B2B companies who tune content rose to 91% and B2C companies who tune content rose to 86% in the previous year.

© 2015 Forrester Research, Inc. Reproduction Prohibited 29

CRM R/O M

McCormick gets personal with flavors

© 2015 Forrester Research, Inc. Reproduction Prohibited 30

What We’ll Discuss

›Perpetually connected customers lean in to helpful brands

›Interactive video gives rich and valuable experiences

›Insights from interactive video can enrich customer relationships

›Recommendations

© 2015 Forrester Research, Inc. Reproduction Prohibited 31

Recommendations

1. Drive the script from the customer’s context

and needs.

2. Unleash your creativity.

3. Collaborate across teams to deliver interactive

video as a microsite or app.

4. Tailor the interactivity to the various video

publisher capabilities.

Thank you

forrester.com

Ryan Skinner

[email protected]

This is an interactive video

that Philips has launched

throughout Europe. Their goal

was to reach young millennial

men. These guys consume

content mostly on their mobile

devices.

So Philips and their agency

came up with this idea. 1 guy,

6 beard choices, over 1000

possibilities.

From the invention of the printing press right though moving pictures and now the mobile

web, the internet introduced us to a new way to sort and navigate information - search,

menus, links.

What Philips has done here is take all of those

web-like functionalities and apply them to video

storytelling.

@trautmanerika #RaptLive

And interactive video, which enables an authentic, personalized conversation, is

perfectly suited and is driving meaningful results.

So while traditional, linear video was great for mass-media communication, where

delivery of a one-size-fits-all message is what you need to do – it fails in this new

environment.

DELOITTE RESULTS

@tratmanerika #RaptLive

This all comes down to the

value that is created when

marketers can combine

personalized content with

insightful data and

measurable ROI.

This is akin to the mind shift that happened when we first started experimenting with

website layout. How is a website different than a brochure? It’s a very similar thought

process.

You want business,

creative and tech working

together.

What business drivers do

we want to see? How can

the creative idea push

those forward? And how

can the technical abilities of

interactive video help us

distribute that content,

track user interactions and

understand their behavior?

The most successful users of interactive video have considered what they want to measure, and

then are making sure they can track and pump that data into an analytics solution or a marketing

automation solution like Eloqua or Marketo.

Watch the Recorded Webinar on our Website!

http://info.raptmedia.com/linear-forrester-webinar-recording