Flimp wvmc - exact target-final
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Transcript of Flimp wvmc - exact target-final
DRIVE CLICKS AND CONVERSIONS WITH EMAIL + VIDEO
Presented By:
WEB VIDEO MARKETING COUNCIL FLIMP MEDIAEXACTTARGET
Moderated By:Morgan Stewart, Principal, Marketing Research and Education ExactTarget
Audio Dial In: 1-866-699-3239 Event Number: 961 688 468
SPEAKERS
Wayne Wall CEO & Founder Flimp Media
Paul RitterDirector of Strategic ProgramsWeb Video Marketing Council
Chris StudabakerSenior Design ConsultantExactTarget
Web Video Marketing Council: June 2010 Email + Video Marketing Survey Results
WEB VIDEO MARKETING COUNCIL
• Publishes articles and information about web video marketing• Archive of over 3,000 articles on video marketing topics • Weekly newsletter with latest video marketing articles• Research studies and webinars on video marketing topics
www.webvideomarketing.org
PURPOSE AND METHODOLOGY OF SURVEY
• Assess online marketing professionals level of participation and interest in video based email marketing
• Identify key industry trends and user issues with respect to integration of video within email marketing programs
• Gain insight into marketers perception of the effectiveness of video use with email marketing programs
Purpose of Survey:
Methodology:
• Online survey with 13 questions digitally distributed through the Web Video
Marketing Council and ExactTarget websites.
www.webvideomarketing.org
2010 VIDEO EMAIL SURVEY PARTICIPANTS
Survey taken by over 200 Interactive Marketing Professionals
• 87% of survey participants have marketing oversight responsibilities in their role
• 71% are in-house marketing professionals
• 29% work for marketing agencies
• 30% are marketing decision makers (CMO, SVP, VP, Director)
www.webvideomarketing.org
KEY FINDINGS
Have you ever used online video in any of your marketing efforts?
www.webvideomarketing.org
KEY FINDINGS
Have you ever used video in your email marketing efforts?
www.webvideomarketing.org
KEY FINDINGS
Does your Email Service Provider offer video marketing solutions to its customers?
www.webvideomarketing.org
KEY FINDINGS
Do you believe integrating video with email marketing increases email click thru rates?
www.webvideomarketing.org
KEY FINDINGS
Do you believe consumers are more or less likely to purchase or convert after viewing an email campaign that incorporates video?
• 73% More likely to purchase/convert
• 2% Less likely to purchase/convert
• 3% No difference
• 21% Not sure
www.webvideomarketing.org
KEY FINDINGS
What are your impressions of video usage in email marketing?
www.webvideomarketing.org
KEY FINDINGS
What do you see as the primary barrier to using video in email marketing?
www.webvideomarketing.org
KEY FINDINGS
What do you believe is the most effective way to use video in email?
• 40% Link to a video landing page
• 33% Video player embedded in email message
• 5% Animated or video .gif embedded in email
• 6% Link to a page on a video sharing network
• 16% Not sure
www.webvideomarketing.org
Email + Video: Capabilities and Best Practices
Email, Video, and Email + Video
• Message content and delivery have evolved:
Text – HTML – Rich Media & Video
• Email drives significant commerce with impressive ROI• How we communicate via media is constantly changing• Web video
– Ubiquitous with internet experience– Standard formats (.mpeg, .mov, .wmv, .avi, etc)
Email + Video: Delivery Methods
• Streaming – video downloaded as it plays• Embedded – video data included in sent message• Linking – click through to externally hosted video
Email + Video: Email Client Support
Source: The Current State of Video in Email, Campaign Monitor
Email + Video: Considerations
• Email client support
• Image blocking
• File size and bandwidth
• Quality
• Sound
• Subscriber experience
Email + Video: Best Practices
• Link to external video
• Create a preview image of the video with a play button superimposed
• Feature video prominently in message body
Email + Video: Example
Email + Video: Example
Email + Video: Example
Email + Video: Video Brochures and Landing Pages
• FLIMP® is a video marketing platform that makes it easy to create, distribute and track interactive video brochures and landing pages for web marketing , sales and communications
• Integrated with ExactTarget and other email service providers
• FlimpAgency develops web video creative content for clients
• Since 2008, Flimp Media has worked with over 200 customers including Best Buy, Oracle, Deluxe, Sirius XM, Harvard, United Way, Gannett, TNC, Allstate, Humana, Medco, Aetna, WTA, Blue Cross & others doing video + email marketing campaigns
ABOUT FLIMP – Interactive Video Email Marketing
Visit us at: www.flimp.net
Recommended practices from over 500 VE campaigns:
• Subject line – Indicate that there is video content in the message
• Video Email Design – Use a video thumbnail image with play arrow overlay and a descriptive link – “View your Video Message/Brochure”
• Focus on Video – Simpler is better; purpose is to drive the viewer to a video landing page or brochure. Don’t expect good results adding video to an email with multiple messages, links and calls to action
• Descriptive Text and Link – Include some descriptive text and a clear hyper link and alt link in case the video screenshot image is blocked
BEST PRACTICES FOR INCREASED CLICK THRU RATES
Visit us at: www.flimp.net
• Forrester research reports a 2-3X higher email click thru rate when embedding video content
• Online viewers spend an average of 1.5 minutes with video vs. an average of 8-10 seconds on static graphic email s (Marketing Sherpa)
• Video ads generate 4-7X higher viewer engagement and response rates compared to static ads (DoubleClick)
VIDEO DRIVES HIGHER ENGAGEMENT AND RESPONSE RATES
Visit us at: www.flimp.net
FLIMP® PLATFORM – SIMPLIFY INTERACTIVE VIDEO MARKETING
Create/Edit
Video Landing Pages
Video Brochures
Multimedia Web Content
Video White Papers
Video Case Studies
Video Invitations
No Programming
Report/Measure
Campaign Results
Viewer Engagement
Viewer Response
Web Form Data
Forwarding Activity
Data is Exportable and Real Time
Data Collected by Viewer Email
Address
Email Distribute/Optimize
Visit us at: www.flimp.net
FLIMP APPLICATIONS
• Interactive Video Brochures • Deliver by email to target audiences and track viewer activity by email address.
• Video Email Communications• Employee and corporate PR video communications with instant analytics.
• Video Sales Prospecting • Audio-Visual sales collateral with viewer tracking and alerts by email address.
• Video Search Marketing (SEO)• Search optimize video content on web pages for organic search.
• Video Landing Pages• Conversion video landing pages for email and online advertising.
• Social Media and Blog Content• Dynamic, self tracking, multimedia content for blogs, and social media sharing.
Visit us at: www.flimp.net
INCREASE CLICKS AND CONVERSIONS WITH VIDEO + EMAIL
Flimp Video Brochure Viewer Metrics :• 23% of flimp viewers initiate a response action
• 40% of flimp viewers watch video to completion
• 1.3 minutes is average viewer engagement time
• 42% average email click thru rate (industry- 4.5%)
• 98% of flimp viewers have successful video starts
* Aggregate data from over 8 million flimp viewers since 2008
Visit us at: www.flimp.net
FLIMP VIDEO + EMAIL MARKETING SOLUTION: HOW IT WORKS
Flimp + ExactTarget to Drive Higher Email Response Rates and Conversions
Visit us at: www.flimp.net
FLIMP MEDIA CASE STUDIESUnited Way Women’s Breakfast Event - Fundraising
Average Viewing Time: 2 minutes, 42 seconds
Video Email Click Thru Rate: 27.14% of video email opens
Response Links Clicked: 69.98% of video viewers
Registrations from Flimp: 63.12 % of video viewers (sold out)
Visit us at: www.flimp.net
FLIMP MEDIA CASE STUDIESBausch & Lomb Tennis Championships
Average Video Viewing Time: 48 seconds
Video Email Click Thru Rate: 69.93% of video email opens
Video Watch to Completion: 69.86% of video viewers
Response Links Clicked: 20.92% of video viewers
Viral email to a friend forwards: 8.09% of video viewers
Visit us at: www.flimp.net
FLIMP MEDIA CASE STUDIESBoston College Law School Alumni Development
Average Video Viewing Time: 1 minute, 6 seconds
Video Email Click Thru Rate: 37.12% of video email opens
Video Watch to Completion: 42.37% of video viewers
Response Links Clicked: 49.66% of video viewers (Donations)
Visit us at: www.flimp.net
FLIMP MEDIA CASE STUDIESLIFE Foundation Insurance Education
Average Video Viewing Time: 3 minutes, 6 seconds
Video Watch to Completion: 42.20% of video viewers
Response Links Clicked: 19.60% of video viewers
Viral Shares: 14.22% of video viewers
Visit us at: www.flimp.net
Contact Information
Wayne Wall Flimp [email protected]
Paul RitterWeb Video Marketing Council [email protected]
Chris StudabakerSenior Design Consultant, [email protected]