1.
STEP UP YOUR VIDEO MARKETING
STRATEGY IN 2014
KIOSKED WEBINAR
February 18, 2104
Darren Sepanek, Kiosked
Shiri Friedman, Brightcove

2.
KIOSKED
WEBINAR
AGENDA
•
•
•
•
•
•
© Kiosked copyrighted material
Introduction
About content marketing
10 min
Interactive video on the rise
10 min
Brightcove: Video marketing trends
15 min
Case studies
5 min
Wrap-up / Q&A
10 min
3

3.
CONTENT MARKETING
Introduction to Everywhere Commerce

4.
THE ALWAYS ON
CONSUMER PLACES
NEW DEMANDS ON
MARKETERS
90% of B2C brands use content
marketing to educate
consumers about their brand
Content Marketing Institute
© Kiosked copyrighted material
5

5.
The amount {of quality
and relevant}
information available,
seems to make most
people feel empowered
and enthusiastic.
Northwestern University
Study, 2012
© Kiosked copyrighted material
6

6.
WHAT IS CONTENT MARKETING?
CREATING
CONTENT
EVENTS
FACEBOOK
WEBINAR
NEWSLETTERS
TWITTER
BLOG
EMAILS
FORUMS
ARTICLES
WHITE PAPERS
60%
CASE STUDIES
VIDEO
Only
34%
Felt they were effective
(in their content marketing efforts)
of B2C marketers plan to increase
the amount they allocate to
content marketing.
Marketing Profs/Content Marketing Institute
© Kiosked copyrighted material
7

7.
CONTENT
DELIVERY
Consumers want to
connect with their
favorite brands but they
want this connection to
be meaningful, in the
places they want, and
when they want.
eMarketer
© Kiosked copyrighted material
8

8.
…marketers need to
respond to expressions of
interest across the
customer journey, from
the consideration phase
all the way through to
post-sales service.
eMarketer
© Kiosked copyrighted material
9

9.
VISUAL CONTENT
© Kiosked copyrighted material
VISUAL CONTENT
ACROSS CHANNELS
10

10.
CONTENT
MARKETING ROI
IF SALES GOES UP –
IT’S THE MARKETING!
Measuring ROI
•
•
•
•
•
•
Web traffic/ page views
Click-through
Registrations and sign-ups
New site visitors
Time spent on site
Brand awareness
• Sales
© Kiosked copyrighted material
11

11.
INTERACTIVE VIDEO
Definition, strategy and statistics

12.
CONTENT
MARKETING
VISUAL CONTENT AS DRIVER
FOR EVERYWHERE COMMERCE
72%
Of marketers are using
video today in their content
marketing.
eMarketer
71%
Of people say there is no
better way to bring a
product to life than video.
Invodo
© Kiosked copyrighted material
13
90%
Of the online population
will regularly watch video by
2017.
Forrester
85%
Of those who view product
videos are more likely to buy
than visitors who do not.
Internet Retailer

13.
INTERACTIVE
VIDEO
© Kiosked copyrighted material
TURN YOUR STORY SHOPPABLE
18

14.
INTERACTIVE
VIDEO
THE FLEXIBILITY OF VIDEO
SHORT FORM
V–COMMERCE
V–EXPLORATION
© Kiosked copyrighted material
LONG FORM
SOCIAL MEDIA
+
MOBILE
OWN SITE +
DESKTOP
/TABLET
SOCIAL MEDIA
+
MOBILE
OWN SITE +
DESKTOP
/TABLET
19

15.
VIDEO MARKETING
MAKE VIDEOS ON
BRIGHTCOVE
INTERACTIVE
Turn your Brightcove videos into
interactive storefronts with shoppable
products.
Fast setup. Easy to use.
20
© Kiosked copyrighted material
20

16.
INTERACTIVE
VIDEO
© Kiosked copyrighted material
UP AND RUNNING IN MINUTES
21

17.
CASE STUDIES

18.
CASE STUDY
INTERACTIVE VIDEO ON OWN SITE
5,000,000
UNIQUE USERS MONTHLY
© Kiosked copyrighted material
$0
$0
MARKETING BUDGET
24
7%
ADVERTISING COSTS
CLICK-THROUGH RATE

19.
CASE STUDY
INTERACTIVE VIDEO ON OWN SITE
500,000
UNIQUE USERS MONTHLY
© Kiosked copyrighted material
50%
ENGAGEMENT RATE
25
300
NUMBER OF VIDEOS KIOSKED

20.
INTERACTIVE VIDEO IN
SOCIAL MEDIA
CASE STUDY
68%
ENGAGEMENT RATE
© Kiosked copyrighted material
5%
380%
CONVERSION RATE IN
COMPARISON TO BANNERS
CLICK-THRU-RATE
26
$0
MARKETING BUDGET

21.
OFFER FOR BRIGHTCOVE CLIENTS
BRIGHTCOVE
OFFER
FREE
FREE
FREE
SETUP
USE THE KIOSKED PLATFORM
TO ENRICH YOUR IMAGES
BRANDING OF YOUR KIOSKS
© Kiosked copyrighted material
28

22.
GET STARTED
INTERACTIVE
VIDEO
•
Sign-up to Kiosked’s newsletter by sending mail to:
int-comms@kiosked.com
•
Like Kiosked in Facebook:
www.facebook.com/kiosked
•
Follow Kiosked on Twitter:
@Kiosked
© Kiosked copyrighted material
30

23.
THANK YOU!
Name: Darren Sepanek
Email: darren@kiosked.com
Web: www.kiosked.com
© Kiosked copyrighted material
31

24.
Why Video Will Revolutionize Your 2014
Marketing Strategy
SOPHIE RAYERS
DIRECTOR OF MARKETING, EMEA & LATAM
BRIGHTCOVE

25.
Your CONTENT
is your first sales call
second,
third…

26.
WHAT ARE YOUR GOALS FOR CONTENT MARKETING?
BRAND AWARENESS 79%
CUSTOMER ACQUISITION 74%
LEAD GENERATION 71%
LOYALTY 64%
THOUGHT LEADERSHIP 64%
ENGAGEMENT 63%
WEB TRAFFIC 60%
LEAD MGT 45%
SALES 43%

27.
WHAT CONTENT TYPES GREW THE MOST?
RESEARCH REPORTS 44%
2012
25%
2011
52%
MOBILE CONTENT 33%
15%
VIRTUAL CONFERENCES 28%
10%
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
VIDEO 70%

28.
VIDEO IS TAKING OVER THE WEB
2000
2005
2012

29.
BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO
Video Works
Video Always
Video Everywhere

30.
Pages with video attracted
more visitors
(MarketingSherpa)

31.
and…

32.
increase in organic
traffic from search engines. (MarketingSherpa)

33.
of marketers plan to add video to their
sites making it a higher priority than
Facebook, Twitter, and blog
integration.
(Social Media Examiner, April 2012)

34.
Timing live, socially sharable events with
product launches.
12 |
Confidential

35.
300%
Mobile Video consumption
growth in 2012

36.
14

37.
When marketers used the word “video” in
an email subject line, open rates rose
7% to 13%
(Experian 2012 Digital Marketer:
Benchmark and Trend Report)

38.
Visitors who view product videos are
85% more
likely to buy than visitors who do not. (Internet Retailer)

39.
Build Your
Own TV Station

40.
1. CONTENT
2. CONNECTED
3. CHANNELS
4. CONVERSION

41.
Thank you!
For more information visit: www.brightcove.com
Follow us on Twitter @brightcove_uk or @sophierayers
Or drop me an email: srayers@brightcove.com