Online video is playing at your local online retailer

Share this content:

Three months from now, expect to see a lot more movement, literally, on your favorite retail sites. That's because smart retailers will be supplementing static thumbnails with product demonstration videos. You can, too.

Even if you don't have thousands of dollars to create a product-video library, you can still give consumers the video view that they increasingly expect.

But before I divulge how, let's discuss why.

Why do I say that video is coming really soon to a shopping cart near you? Well, YouTube, which didn't even exist two years ago, is now a Top 10 site. Consumers' computers have finally caught up with their moving-picture preferences and they expect you to catch up and serve them video everywhere they surf or shop.

The first phase of the video revolution, already under way, consists of retailers repurposing their television commercials to capture additional Internet eyeballs.

In the next phase, retailers will start using videos to capture additional product sales. A good harbinger of this is tech review site It features an extensive collection of video product reviews by type of device, manufacturer and model.

It's only a short matter of time before retailers start harnessing video in similar fashion, but unlike CNET, you probably don't have a production team at your disposal. You're going to have to get your video content the good old-fashioned way, by linking to it.

The most efficient way to offer relevant video for the products in your catalog and turn this medium into a valuable sales tool is by partnering with a video-search provider that can push the right clips to shoppers as they shop.

Video search, believe it or not, is a completely different animal than standard Web search, which relies on text to find and categorize site content. With video files, there is no text, making it harder to decipher what a video is about, who posted it and how relevant it is.

Companies that specialize in true, Internet-wide video search overcome these limitations with proprietary methods for finding and classifying video content. Partner with one that can embed video search directly into your product pages, supplying and pushing relevant clips to your shoppers, so they don't ever have to leave your site.

Loading links....

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here