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About Gary

If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing, Gary Hennerberg has successfully transferred traditional direct marketing principles to emerging new media. An author, speaker, strategist, copywriter, and analytics pro, he founded marketing consultancy Hennerberg Group, Inc., in 1992. Email him below or follow Gary on LinkedIn.

Co-authoring this blog is Perry Alexander of Success Messenger Group. Alexander’s passion is conveying information clearly and compellingly. He is a veteran marketing strategist, copy editor, design pro and video producer. Hennerberg and Alexander have worked together since 1996. They integrate direct marketing methodology with online video and other marketing applications for end-to-end, strategy-to-roll-out initiatives.  Follow Perry on LinkedIn.

 

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This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in...



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Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
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Direct Mail for the Modern Marketer

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What Can Variable Data Do for Your Direct Mail?
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Reinventing Direct

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How to Neutralize the Risk of Backfire
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The 'Sustainability' of Giving Back: How Marketers Look After Their Own
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Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social. This past week, I had...



Big Data, Small Data, Clean Data, Messy Data

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Not All Databases Are Created Equal
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Ruthless B-to-B Marketing

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What the Growth of Inside Sales Means to B-to-B Marketers
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I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



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What Marketers Can Learn From Maine's Political Email Idiocy
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The Direct Marketing, iPad and Video Holiday Shopping Link

 

Consumers are shopping this holiday season with their iPads more than those with Android tablets. And now, online video is being credited with closing more sales and getting higher conversions from mobile shoppers. Today we link the reasons why consumers are choosing to shop on iPads, how video influences consumer behavior, and reasons why direct marketers need to hop on this bandwagon now.

So why do we think consumers are using iPads over Android tablets?

First, not all mobile is created visually equal and with the same ease of use. And second, not all media are created equal. We explain why in today's video.

Next, we recommend three action items you can take now:

  1. Conduct a competitive analysis of what your competition is doing with online video. If they're already there, it's costing you business.
  2. You have an opportunity to be your category leader by repositioning your marketing strategy to include online video. (We also share with you the increase in email open rates you can get by putting the word "video" in your subject line).
  3. A/B test your current approach, or control, with video. Even better: test video formats, length, offers, and call-to-actions.

These are all best-practice approaches that will take your direct marketing and online video marketing initiatives, to a new, higher level, especially on iPads and other mobile devices. And if you think it's too late to do something this season, challenge yourself and your team to think again. Create a simple video. You don't need much time to produce it. Then test it next week, with an email alert to your customers, so you can read the results and be ready for 2013. And please comment below with your experience this season with online video.

(If the video isn't just above this line, click here to view it.)

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