The New Content Marketer –

How Puma Increased Customer Engagement

On Every Screen

Steve Rotter

VP Digital Marketing Solutions

srotter@brightcove.com

@sjrotter

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)

AUDI TV

SEIKO TV

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