1 / 29

Persuasive Video: The Foundation of Video Commerce

Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com. Persuasive Video: The Foundation of Video Commerce. Program. The State of Video and E-Commerce Using Persuasive Techniques with Video

wind
Télécharger la présentation

Persuasive Video: The Foundation of Video Commerce

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com Persuasive Video:The Foundation of Video Commerce

  2. Program • The State of Video and E-Commerce • Using Persuasive Techniques with Video • Motivation, Simplicity, and Triggers • 8-Step Process for Creating Persuasive Video • Q & A

  3. The State of Video in E-Commerce

  4. Overall online video trends

  5. Overall online video trends

  6. Retail video trends

  7. Low-cost production methods

  8. Video, revenue examples Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008

  9. Video, revenue examples Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008

  10. Persuasive Video as the Foundation of Video Commerce

  11. Of all the reasons we use video… • Engage shoppers with storytelling • Humanize the selling process • Show products as they appear in “real life” • Entertain and educate • Reduce uncertainty and fear • Provide a richer customer experience

  12. …persuasion remains foundational to successful video commerce. Fogg Behavior Model

  13. Create video that motivates

  14. Create video that motivates • Every product solves a problem • Pleasure/Pain, Hope/Fear, Acceptance/Rejection • Consider leveraging personas with video

  15. Make it easy to consume video

  16. Make it easy to consume video • Save customers the physical effort by bringing video to them

  17. Adding triggers to video commerce

  18. Triggers expressed by design • Three Characteristics of Successful Triggers • Must be noticeable. • Must be associated with the target behavior. • Occurs when we are both motivated and are able to perform the target behavior.

  19. Successful product page triggers

  20. Other video triggers

  21. In-video triggers

  22. Creating persuasive video: an 8-step process • Choose a simple behavior to target.

  23. Creating persuasive video: an 8-step process 2. Find a receptive audience (placement, cat, product) Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display (Loyalty) Purchase Preference Consideration Awareness

  24. Creating persuasive video: an 8-step process 3. Find what is preventing the target behavior

  25. Creating persuasive video: an 8-step process 4. Ensure the video fits the context of the channel (Loyalty) Purchase Preference Consideration Awareness Service/Support Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display How-To, Troubleshoot Educate, Feature & Benefit Feature & Benefit, Making Choices Product Viewpoint Special Offers / Opportunities Branding w/Call To Action Contextual/Behavioral Targeted w/Product or Offer Feature

  26. Creating persuasive video: an 8-step process 5. Find relevant examples of persuasive video • http://video-commerce.org/2009/more-retail-video-examples/ • http://video-commerce.org/2009/which-online-retailers-are-using-video/

  27. Creating persuasive video: an 8-step process • Imitate successful examples • Test & iterate quickly, using lower-cost production methods at first (if you can) • Expand on success

  28. Learn more about video commerce • Persuasive Technology • 8 step process for designing persuasive tech: BJ Fogg, Ph.D. • Fogg Behavior Model: BJ Fogg, Ph.D. • Video Commerce Consortium • Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce

  29. Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 justin@liveclicker.com Thank You!

More Related