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Phil Trevillion, Founder of BaseTouch, video content agency, presented to a room of senior marketers at 4Ps Marketing's Digital EDGE annual conference in March 2014.
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HOW TO ENGAGE WITH YOUR AUDIENCE THROUGH VIDEO
- Affluent consumers prefer video and search to other digital advertising formats. (E-Marketer)
THE POWER OF ONLINE VIDEO
-Visitors who view product videos are 85% more likely to buy than visitors who do not. (Econsultancy)
- Online video users are expected to double to 1.5 billion in 2016. (Cisco)
- 96% of online shoppers watch online video. (Cisco)
A brief history of online video until this point
1993 1996 20022000 2004 2005
Brands ARE Broadcasters
Video provides an emotional connection between brand and
consumer unmatched by any alternative format available.
Teething Issues of the ‘NEWBIE’ Online Broadcaster
Using a ‘David’ From the officeas the presenter of your video
Oh your based in an office?!...great
Don’t wear a uniform
Be objective
Be realistic
The Transparent Medium and Managing Trust
IDENTITYOF THE
TELEVISION VIEWER
VS.
IDENTITY OF THE ONLINE VIEWER
DON’T FIGHT MULTITASKING
Visuals are overrated
The emotional connection triumphs over
any cosmetic factors
that traditionally determine a videos
virality
WHAT WE CAN LEARN FROM ONLINE VIDEO SHARING IN 2013
THE
FACE OF CHANGING
ONLINEVIDEO