Comments on: Video Commerce Chronicles #2: YouTube’s Click-To-Buy Updates http://videoretailer.org/commerce/video-commerce-chronicles-2-youtubes-click-to-buy-updates/ Exploring the Intersection of Video and e-Commerce. Wed, 08 Feb 2012 16:31:31 -0700 hourly 1 By: Jeff Molander http://videoretailer.org/commerce/video-commerce-chronicles-2-youtubes-click-to-buy-updates/comment-page-1/#comment-89 Jeff Molander Tue, 27 Jan 2009 16:17:06 +0000 http://videoretailer.org/content/video-commerce-chronicles-2-youtubes-click-to-buy-updates/#comment-89 Indeed, to use product video as a "branding" (experiential, largely un-measurable "branded content") vehicle is popular; however, this approach falls short in terms of creating buyer behavior. Influencing is great but creating actions is far greater. It's wise to consider supplementing experiential, informational or entertaining customers with videos that **create demand**... demand for ***measurable actions***. Think (and act) direct response. The outcome of "branding" video is typically not directly actionable. On the direct response side, the outcome is a behavior. The campaign is inherently designed to elicit a measurable, trackable behavior. This may or may not be an immediate transaction but should include actions like white paper downloads, a request for more information on a product/service, an email newsletter sign-up, etc. Video suddenly becomes a behavior inducement strategy that can be measured and be held accountable for more than just "influencing" or creating awareness among customers. Indeed, to use product video as a “branding” (experiential, largely un-measurable “branded content”) vehicle is popular; however, this approach falls short in terms of creating buyer behavior. Influencing is great but creating actions is far greater. It’s wise to consider supplementing experiential, informational or entertaining customers with videos that **create demand**… demand for ***measurable actions***. Think (and act) direct response. The outcome of “branding” video is typically not directly actionable.

On the direct response side, the outcome is a behavior. The campaign is inherently designed to elicit a measurable, trackable behavior. This may or may not be an immediate transaction but should include actions like white paper downloads, a request for more information on a product/service, an email newsletter sign-up, etc.

Video suddenly becomes a behavior inducement strategy that can be measured and be held accountable for more than just “influencing” or creating awareness among customers.

]]> By: Youtube Experimenting With Video Ecommerce | Candes | Cristian Neagu - UI Designer, Developer, Consultant http://videoretailer.org/commerce/video-commerce-chronicles-2-youtubes-click-to-buy-updates/comment-page-1/#comment-88 Youtube Experimenting With Video Ecommerce | Candes | Cristian Neagu - UI Designer, Developer, Consultant Mon, 26 Jan 2009 20:28:12 +0000 http://videoretailer.org/content/video-commerce-chronicles-2-youtubes-click-to-buy-updates/#comment-88 [...] tip to Xavier Casanova of VideoRetailer.org for posting this news update on the Youtube ecommerce [...] [...] tip to Xavier Casanova of VideoRetailer.org for posting this news update on the Youtube ecommerce [...]

]]> By: Mark Simon http://videoretailer.org/commerce/video-commerce-chronicles-2-youtubes-click-to-buy-updates/comment-page-1/#comment-87 Mark Simon Mon, 26 Jan 2009 17:18:52 +0000 http://videoretailer.org/content/video-commerce-chronicles-2-youtubes-click-to-buy-updates/#comment-87 I definitely agree that this confirms video is the future of ecommerce and that YouTube is looking to capitalize on every possible revenue stream from it's large user base. I definitely agree that this confirms video is the future of ecommerce and that YouTube is looking to capitalize on every possible revenue stream from it’s large user base.

]]> By: Youtube Experimenting With Video Ecommerce » Ecommerce Blog http://videoretailer.org/commerce/video-commerce-chronicles-2-youtubes-click-to-buy-updates/comment-page-1/#comment-86 Youtube Experimenting With Video Ecommerce » Ecommerce Blog Mon, 26 Jan 2009 11:48:25 +0000 http://videoretailer.org/content/video-commerce-chronicles-2-youtubes-click-to-buy-updates/#comment-86 [...] H&#97&#116 &#116ip &#116&#111 X&#97vier C&#97s&#97n&#111v&#97 &#111f &#86ideoRetailer.org for posting this ne&#119s upd&#97te on the You&#116ube ecommerce projec&#116: [...] [...] H&#97&#116 &#116ip &#116&#111 X&#97vier C&#97s&#97n&#111v&#97 &#111f &#86ideoRetailer.org for posting this ne&#119s upd&#97te on the You&#116ube ecommerce projec&#116: [...]

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