Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2
49
The New Content Marketer – How Puma Increased Customer Engagement On Every Screen
-
date post
21-Oct-2014 -
Category
Documents
-
view
329 -
download
0
description
Transcript of Brightcove webinar _brand_leadership_series_puma_ad_age_20130220_final_v2
The New Content Marketer –
How Puma Increased Customer Engagement
On Every Screen
http://tinyurl.com/brandleadership
Brand Leadership and Content Marketing
1931
2012 1.5 Million Subs
14 Languages
#1 Publication
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
2013 B2B Content Marketing Benchmark, CMI/Marketing Profs
2011
2012
FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO
Video Works – Consumers engage with a
company’s branded videos as often as their ads
Video Always - Brands should use video at
every stage of their customer lifecycle
Video Everywhere – Brands must extend their
content to their entire brand ecosystem
VIDEO IS TAKING OVER THE WEB
BRIGHTCOVE CLOUD CONTENT SERVICES OUR MISSION TO PUBLISH AND DISTRIBUTE THE WORLD’S PROFESSIONAL DIGITAL CONTENT
…let’s watch some video
Convergence
The Shift in Brand Strategies
Represents one of the most critical issues facing
Digital Marketers as well as Media Companies
PAID EARNED OWNED
Yesterday Today
PAID
OWNED
EARNED
Contextualizing
Puma TV
Live
LIVE HALO EFFECT
Incremental on demand views after the event
Spike in Traffic From
Live Event Spike in Traffic From
Live Event
Increase in “On-Demand” Traffic
Live + Social
3D
Player Customization
DVR
GROW YOUR AUDIENCE WITH LIVE – ORACLE CUSTOMER CONFERENCE
Hyper-Integration
Multi-screen
Mobile
MOBILE AUDIENCES DEFINED BY TWO WORDS…
34
Conversion
CONVERSION / PURCHASE – INDUSTRY STATS
Landing Page Conversion - 32%-85% increase for landing pages with video – AB test of same page
with and without video –
28% increase in conversion rates – AB Test by Visual Web
Video in email marketing has been shown to increase click-through rates by over 96%. (Implix Email
Marketing Survey)
Purchase Conversion- 30-90% increase in product conversions with video
Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet
Retailer, April 2010)
In one campaign including video in an email campaign drove a 51% increase in subscriber-to-lead
conversion. (Blue Sky Factory Webinar, 2010)
VIDEO PORTALS “YOUR BRAND TV”
VIDEO PORTALS “YOUR BRAND TV”
VIDEO PORTAL ON FACEBOOK
SIGNIFICANTLY IMPROVE CONVERSION RATES
M&S TV FROM RETAILER MARKS & SPENCER
All videos hosted on M&S TV
Videos appear alongside
products in eCommerce site.
[video area]
Summary
• Convergence
• Context
• Puma TV
• Live
• + Social
• Hyper-Integration
• Multi-screen
• Mobile
• Conversion
