Content and Commerce converge through online video - a Webinar with Do-Ipse, Invodo and MarketLive. Presented by Chris Reighley, Russ Somer and Kristi Burton

1. CONTENT AND COMMERCE CONVERGE
THROUGH ONLINE VIDEO
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2. 2
Webinar Material
What to expect….
• A copy of the presentation & link to recorded event
If you experience technical problems
please contact:
• WebEx Technical Support: 1-866-229-3239

3. Chat With Us During the Webinar!
Use the Hashtag
#contentcommerce
Do-Ipse MarketLive Invodo
@DoIpse @MarketLiveInc @Invodo
@chrisreighley @rsomers
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4. Agenda
• Using Video to Capture the Customer’s Attention
• How Video Drives Conversion and Loyalty
• Do-Ipse Case Study
• QA

5. USING VIDEO TO CAPTURE
THE CUSTOMER’S ATTENTION
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6. MarketLive – Insightful Commerce
• MarketLive is the market leader in delivering
end to end solutions that accelerate our
customers’ growth.
• Insightful Commerce fundamentally changes
the each interaction between you and your
customer.
– Combines omni channel integrated data,
years of expertise, decision tools and a
powerful technology platform
– Delivers unbeatable consumer experiences
that translate into rapid growth for you
• MarketLive is your partner for long term
success and growth
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7. • Insightful Commerce Engine provides
rich features to drive optimal
customer interactions
• State of the Art technology platform
ensures flexibility/extensibility
• Industry leading IT hosting and
support
• Proven Best Practices
• Design, strategy, technical and
operational expertise and resources
• Personalized account management
and highly responsive support
• On-demand access to the industry’s
best and brightest
Our Solution is specifically designed to
grow your online and offline business
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MarketLive’s Full Commerce Solution

8. A Sampling of MarketLive’s Valued Clients
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9. Strong Vertical Solutions
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Apparel Health & Beauty Home & Garden Specialty/Catalog

10. Is video really important?
–More than 50% of Internet users watch online video 1
–Visual social networks are exploding in popularity
• Instagram & Pinterest each used by 12% of online adults 2
1. Source: comScore, December 2012 video rankings report, January 2013
2. Source: Pew Internet, “Social Networking,” November 2012

11. Thinking outside the home page - Effective uses of video
– Video in email (subject lines, marketing, transactional)
• Using the word “video” in the Subject: line can boost open rates up
to 20%, and video in email can produce a two-fold to three-fold
increase in click-through rates (Email Experience Council)
–Video on product pages and supporting those with
compelling content
• In-depth product demonstrations can satisfy shoppers’ need for
information and motivate the add-to-cart. Zappos reported sales
increases of 6-30% on pages featuring video. (video-commerce.org)
– Video in social
• Video is the most popular content type on Google+; and 9% of
links posted to Twitter are video clips (eMarketer)

12. Video in email
– Still images that link to videos motivate email
engagement
– American Eagle Outfitters has three animated .gifs for
lifestyle videos embedded in it.
1. Source: comScore, December 2012 video rankings report, January 2013
2. Source: Pew Internet, “Social Networking,” November 2012

13. Video in email
– Crazy Shirts used video in email and onsite

14. Video supporting products with compelling content
– Country Curtains uses video to educate and take fear out
of purchase

15. Video supporting products with compelling content
– When devising video strategy, merchants should create
compelling content that supports the brand and the
lifestyle, not just individual products – candle care from
Yankee Candle.

16. End of the product page as we know it
• Shoppable images & video

17. End of the product page as we know it
• Shoppable images & video
http://www.barneys.com/Spring-2012-Women%27s-CO-OP-Video/WCOOPSPRINGVIDEO,default,pg.html

18. End of the product page as we know it
• Shoppable images & video
http://youtu.be/JBEX_uXFMn8

19. Video in social
– Burberry welcomes viewers to Google+ with video

20. Video in Social
On social media: Embedded links stay with images when shared

21. VIDEO DRIVES CONVERSION &
LOYALTY
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22. Why Video Works
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65% 25% 10%
Video
Text-BasedVisual Auditory

24. Education and Demonstration Engage Shoppers
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2.79
2.77
2.40
2.32
Videos that educate you about a particular category you are
planning to purchase (how to buy a computer, selecting a
refrigerator, etc.)
Product videos that include a demonstration
Videos supporting a brand's value proposition (Why buy a
Dell computer, Why Shop Home Depot, etc.)
Product videos that talk about products but don't contain a
demonstration
How much time do you typically spend watching the following types of videos on a retail or
manufacturer website?
Invodo/e-tailing group 2013 Consumer Video Survey

25. Consumer Sentiment Favors Video
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Invodo “Five-Star Video Shopping”, 2012

26. Retailers are Rapidly Adopting Video
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“If you can say it, why not
say it in video.” –Mass
Merchant
Retailers believe that video
growth is based on its
“unique ability to emulate a
great sales associate who’s
linked to the site” -
Footwear Brand
“it’s absolutely necessary as
while it may be new today it
will be essential to have
video for kids so being in
the game now is advised.”
–Mass Merchant
“Without the benefit of the
tactile in-store experience
video has proven to be the
perfect means to
educate, inspire and convert
shoppers. “
– Sporting Goods Retailer
“Video is the top function merchants plan to add to their ecommerce
sites over the next 12 months.” – Multichannel Merchant, June 2013
Invodo/e-tailing group 2013 Merchant Video Survey

27. - PAGE 27 -the e-tailing group
Product Page is a Key Video Consumption Point
55%
42%
34%
20%
14%
13%
8%
47%
51%
33%
19%
na
na
na
Product page
Home page
Brand page
(e.g., Columbia, Black &
Decker, Kitchen Aid)
Category page
Video gallery
Banner advertising with
video
None of the above
From which of the following onsite web pages
have you watched a product video in the past 3
months when shopping? Check all that apply.
2012
2011
Invodo/e-tailing group 2013 Consumer Video Survey

28. Video SEO Benefit
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Organic video
placement is #1
below paid ads

29. The Invodo Methodology

30. Video Value Cycle
Video Value Cycle
• Supports Program Growth
• Drives Continual Improvement
• Delivers & Measures Incremental
Revenue

31. Invodo Clients

32. MERCHANT SUCCESS STORY: DO-IPSE
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33. Introduction to Do-Ipse.com
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DIY Online Destination
• Identify the needs or “problem” first.
• Provide proven “solutions” with
products selected by expert
professionals.
• So you can get your project done and
enjoy life.

34. Do-Ipse Brand Position & Equity
Brand Equity
• Open your eyes to a new way of
solving problems in your home
making it less of a burden and
more of a delight.
Our Purpose:
• Giving families time back to
themselves so they can support
and serve one another.
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35. Do-Ipse??
What’s with the name…..
Ipse
is Latin for
Yourself
(Sort of. Actually, it’s himself. But we’re an equal opportunity website.)
So translated, our name is
Do (It) Yourself
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36. Goal of Video
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1. Bring to our brand equity and promise to
life.
2. Make it EASY for our consumers to solve
their “problems”.

37. Do-Ipse.com and Invodo
Video Strategy
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Branding &
Promotional
Videos
Solution
Videos
Application
Videos

38. Services we use with Invodo
• Full Service
Production
–Strategy
–Script Writing
–Talent & Location
Sourcing
• Video Hosting
• Video Gallery
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39. Video Production
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40. Branding & Promotional Videos
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• Site Landing
Pages
• Social
• YouTube
• Facebook
• Instagram
• Pinterest
• Promotional
Emails
• Email Welcome
Series

41. Solution Videos
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Because of the
nature of our
products, a
product can
have multiple
solutions. We
can have up to
4 solution
videos on a
Product Detail
Page.

42. Application Videos
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• Every product
has an
application
video with
instructions of
use.
• Incorporating
with Mobile
Site via
product QR
Codes.
• Incorporating
with our Post-
Fulfillment
email series.

43. Integration with MarketLive
• Simple integration with MarketLive.
• We use Custom Attributes to assign videos.
• Videos work on Product, Categories, Product Groups, Mobile and in
Content sections.
• We can also drop video snippet into slots.
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44. 44
QA

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Contact MarketLive:
877-341-5729
info@marketlive.com
617B Second Street
Petaluma, CA 94952
Thank You!
Contact Invodo:
512-279-4800
Info@invodo.com
211 E. 7th Street, Suite 210
Austin, TX 78701