Trends Report

Using Online Video To Drive Clicks And Conversion

A Guide To Approaching Or Revitalizing A Retail eCommerce Video Campaign

June 8th, 2011
Martin Gill, VP, Research Director
Martin Gill VP, Research Director
With contributors:
Patti Freeman Evans , Sabine Poltermann , Nick Thomas , Amelia Martland , Myriam Da Costa

Summary

Shoppers are beginning to use online video to inform their purchases. Although consumer uptake is slow when compared with the wider acceptance of Internet video, online retailers are turning to video in increasingly sophisticated ways. The most complex strategies engage shoppers at multiple levels, with retailers deploying content aimed at achieving a range of outcomes, generating content from multiple sources, and adopting a number of platforms to deliver and syndicate content to new audiences. Although video can be costly, social sites like YouTube mean that there is a low barrier to entry. Upfront costs can be controlled, and many retailers are seeing significant benefits. Those retailers who can demonstrate the most benefit are tailoring their approach to online video in line with their desired outcomes.

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