In December, Brightcove’s vice president of digital marketing solutions Steve Rotter participated in a panel discussion at the Argyle Executive Summit in Dallas, Texas. Along with senior marketing leaders from Dell Services, Cinemark Holdings, Six Flags Entertainment and SAS, Steve offered insight into how companies across industries are taking advantage of video to build brand awareness and drive sales--drawing on his direct experience with the Brightcove customer base. Our video team captured Steve’s commentary, which you can watch in its entirety in the video embedded below. Highlights and critical talking points from the conversation include:
- For brands laser-focused on bolstering their brand identity and reputation, there has a been a major shift in the last year from paid media to owned. Increasingly, brands (for example, Red Bull) are transforming themselves into self-sufficient publishers--creating and promoting content without the need for an advertising “middle man.”
- Live content streaming is becoming uber important and brands are thinking of creative ways to integrate live video with content and sales goals. For instance, Brightcove customer PUMA utilized our Video Cloud platform to stream live content from its activity, merchandise and engagement hub--the PUMA Yard--at the London Olympics.
- Customer engagement and experience are paramount. Another Brightcove customer, Cars.com, was able to increase visitor “time on site” from 30 seconds to six minutes--all because of a robust digital strategy centered on video.
- Oracle, also a Brightcove customer, has skillfully realized how to insert calls to action into its video content; rather than requiring website visitors to search in multiple locations for content or resources, they can link to that material from within the video player.
- Arguably one of the most innovative content marketers today is the esteemed U.K. retailer Marks & Spencer. M&S took a unique approach when developing its ecommerce plans for its wine sales business. The company hired a sommelier and created specific, educated wine video content to accompany the product for sale--resulting in a 90% increase in sales for its wine category. Incredible!
I encourage you to review Steve’s panel discussion in full. He and his fellow participants offer helpful perspective for brands seeking to excel with online video.