How Video Can Make or Break Your Customer Journey

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

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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%

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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

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Search is vital • Good search lead users to the relevant content

• Poor search leads users to turn to their favourite search tool

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Use YouTube to acquire traffic, not lose it

ONSITE

67%Found relevant content

YOUTUBE CHANNEL

13%Found brand’s content

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Relevant calls to action work

CALLS TO ACTION

3xTake next steps

PURCHASE

2xConversion

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Onsite video is not enough

• A poorly implemented video portal performs on par with YouTube

• No improvement in tasks achievement or conversion

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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

Brightcove Inc.

Thank You

Antoine Bouchacourt | [email protected]