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4 Things You Learn From Video Comments and Ratings

January 28, 2013 By Craig Wax
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A well-executed video strategy can deliver higher levels of customer service, increase your customers' confidence in their purchase decisions, decrease product returns and give customers a more favorable opinion of your brand.

To achieve this level of success with video marketing, it's critical to pay close attention to consumer sentiment and use that feedback to improve video planning and implementation.

One way to do this is to enable consumer ratings and comments in your video player. By listening to these, you may uncover qualitative data—positive, negative or neutral—that can validate your video marketing approach is right, or tell you to change course.

We conducted a sentiment analysis of 2,500 individual comments from videos on the Invodo video platform. These were a mix of videos produced by Invodo and third parties. Four key recommendations to improve video marketing content emerged from that analysis:

  1. Show the Product: Your video should give consumers a better understanding of how your product works and its key features than what they could learn from text or still images. In fact, 55 percent of the comments we analyzed that were either negative or neutral in tone were what we call "Requests for Information." The consumer, after watching a video, wanted to know more—such as how a product looks from the inside, or what sound it makes, or what materials it's made of. When you're deciding what content to include in a product video, don't assume anything is obvious.
  2. Make the Video Realistic: Give the consumer a frame of reference when you're featuring a product in a video. This includes giving the product scale, measurement and sizing information, and to show the product in a context that it's supposed to be used. For example, show your sweater exhibited by a model, or show how your tablet can be held in one hand. Of the negative or neutral comments we analyzed, 21 percent were a "Request for Context." This is where video shows its real value in comparison to other marketing assets.
  3. Put Videos in the Right Place: Imagine trying to watch a video about a specific tablet, only to be shown a video that introduces you to tablets in general, without specifics about the one you're thinking about buying. Among category videos, 10 percent of the complaints we analyzed were about the video not being specific enough. Successful video marketing uses category videos for consumers higher up in the purchase funnel who are considering whether or not to buy a certain product (such as tablets or paper shredders). Product videos tell consumers about a specific product. Make sure you merchandise your videos on the right pages.
  4. Pay Close Attention to All Comments: Even a small number of comments about a product can give you actionable insights. For example, 6 percent of the negative or neutral comments analyzed were critical of the product itself. In other words, after watching a video, that consumer wanted the product to be different. You can take these comments to help make your product better and show consumers you're listening to their feedback. Another 1 percent of the comments we looked at said they felt the videos were overly salesy or made claims about the product that may be difficult to back up. This feedback can help you optimize your videos to be more educational, meeting the consumer's expectation, and less of a sales pitch.

Consumers are not only coming to expect video as part of the online shopping process, but are relying on it more as part of a satisfying experience. The key to success in e-commerce is listening to, and understanding, your target consumers as intimately as possible.

 
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• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
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About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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