how video can make or break your customer journey
TRANSCRIPT
Brightcove Inc.
ANTOINE BOUCHACOURTRegional Sales Manager, Digital MarketingBrightcove
@apacBrightcove#videomarketingSG
Brightcove Inc.
How Video Can Make or Break Your Customer Journey
Antoine Bouchacourt | July 5, 2016 | @apacBrightcove
Brightcove Inc.
360 VIDEO
Brightcove Inc. 44
OVERALL
75%Prefer digital
HIGH CONSIDERATION
88%Prefer digital
Customers prefer to research online
Brightcove Inc. 55
Rich content works
CONTENT TYPE
50%Would prefer richer
experiences
• Look, touch and feel
• Video can help bridge the gap
Brightcove Inc. 6
Brightcove Inc. 77
What are they looking for?
HOW TO
87%PRODUCT INFO
85%
Brightcove Inc. 8
Brightcove Inc. 99
Multi-screen, multi-device, multi-platform
• Think mobile-first
• Link traditional to digital
• From Hero to Hub to Hygiene
AUSTRALIA
26%Shop online while
watching TV
Brightcove Inc.
Eye Tracking Research
Brightcove Inc. 1111
Eye tracking testing• Task completion and user intention
• 4 video portals:
Retail and Finance
YouTube and onsite video
Task focused and content focused UI
Brightcove Inc. 1212
Search is vital • Good search lead users to the relevant content
• Poor search leads users to turn to their favourite search tool
Brightcove Inc. 1313
Use YouTube to acquire traffic, not lose it
ONSITE
67%Found relevant content
YOUTUBE CHANNEL
13%Found brand’s content
Brightcove Inc. 1414
Relevant calls to action work
CALLS TO ACTION
3xTake next steps
PURCHASE
2xConversion
Brightcove Inc. 1515
Onsite video is not enough
• A poorly implemented video portal performs on par with YouTube
• No improvement in tasks achievement or conversion
Brightcove Inc. 1616
Key takeaways to maximise ROI
• Digital needs to support and integrate with traditional channels
• Users do most of their research (and decision making) online
• Users want immersive content – like video
• Search is critical
• Use YouTube for SEO
• YouTube channels lead users away from your content
• Relevant calls to action = engagement and conversion
