WITH
THE RISE OF ONLINE VIDEO
Signs are pointing towards the fact that users are increasingly looking for engaging experiences online and the more personal, the better. Clearly, video can be used as an extension of engagement, but crucially, this goes much further than simply posting to YouTube or having static homepage players. and broadcast outlets to highly fragmented and self-selected communities of interest across websites, social networks and devices. As the Internet gets increasingly crowded, brands are searching for new methods to differentiate themselves and increase consumer awareness of, and engagement with, their offerings. The most important and fastest growing of these media is online video. What is required is content that achieves engagement with the viewer on a deep level. We call this ‘intelligent content’, because it contains data that allows information to be delivered over a variety of sites and platforms and has built in calls-to-action that generate a response from the viewer. There are three layers of intelligent content: - The Acknowledgement Layer with content aimed primarily at brand building - The Engagement Layer with content aimed primarily at customer engagement - The Conversion Layer with content aimed at driving sales
Corporate video
cated to third parties. Designed to build brand equity online, this layer seeks to connect with the consumer on an introductory level. It is also the closest to a traditional television advertisement; however, the production process can be quite differvelop a conversation with the consumer.
The Acknowledgement Layer
At this point, the user recognises the importance of the brand to their daily life and, through involvement, they gain process of directly connecting those audiences with a purchase. Popular videos found in this layer include ‘how to guides’. This type of content works extremely well online as it imparts information of value, which, in turn, increases the likelihood of people sharing it with others in their network.
The Engagement Layer
The Conversion Layer is the point at which the consumer actually gets involved in the video-commerce prolight. This provides only one function, which is to allow customers to make an informed purchase decision. These videos are the cheapest to produce, the shortest in length and, for most major retailers, the largest in volume.
The Conversion Layer
Some objectives that can be met by doing corporate videos Raise the level of customer engagement for making the products Provide an elevated customer experience Raise awareness of the brand Creating intelligent content In order to produce impactful video content, there are a number of considerations to be taken into account, not just in the creative execution, but technically as well. The main areas of consideration when producing intelligent content are as follows:
The creative treatment
The technical environment
The production quality
The metrics to be measured
The distribution pathways
Improves the chances your
Improved customer satisfaction
Decreased merchandising and support cost
Greater prospect and customer engagement
Advertising cost savings
nications. It is cheaper than tv and yet the editorial and production values are just as high. Its an innovative, non-intrusive way or marketing, and because it doesn’t feel like advertising, people are more responsive. All this coupled with the fact that v-commerce provides measurable ROI, makes a compelling case.
Where can I make all of this available? iVu tv (www.ivutv.com) and our eMagazine website (www.ezinesreader.com
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