Archives for posts with tag: marketing

Verizon Wireless is launching a new premium ad service for advertisers. The precision marketing effort is called Verizon Selects. The goal is to allow advertisers to send customers advertisements based on the use of the internet and apps on their smartphones. The program also utilizes location data to help deliver coupons and other promotions tailored to a users interests. AT&T has a similar program in place as well.

Verizon defends the service by saying the ads will benefit the user. Before any customers jump ship, Verizon says customers will only be tracked if they opt-in to allow Big Red to track them.

From a marketing stand point, this is very useful information. Learning how people use their smartphones can help marketers understand what people do all day. Are they searching for movie times? Browsing the internet for news? Playing Angry Birds? Buying products from websites? Ultimately, advertisers and companies can take this information and make the user experience better on mobile handsets. Whether it is creating websites optimized for a 4-inch screen or creating apps that deliver a richer experience with a company.

Imagine walking into a grocery store and getting a coupon for your favorite ice cream because you favorited the item in the store’s app. While some people may think that is scary, it actually makes your shopping experience better. Try it for a little bit. See if the companies deliver a better user experience. You can always opt-out.

Obviously the fear of the information being abused is always there. That is why it is always important to understand who and what is accessing your information. Verizon and AT&T have made it easy for customers to disable the collection of proprietary network information. Click here for Verizon and here for AT&T.

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Retailers are starting to experiment with “shoppable videos.” These YouTube videos have embedded boxes laid on top of the video and allow the view to click on items the retailer wants them to purchase. In Juicy Couture’s new “California Dreaming” video, boxes faintly appear over new items available in Juicy’s collection.

Shoppable videos can have a lot of implications for retailers as they create video content and expect the user to click through to get more information. However, is it worth it?

KISSmetrics found 64-85 percent of people are more likely to buy a product after watching a product video. And comScore found that 38 percent of people feel online videos are more memorable than TV ads.  The company, Shoeline.com, said it saw online sale conversions increase by 44 percent because they used videos to showcase their products. Other merchants like Archie McPhee saw an increase by 30 percent, and Treepedia found a ecommerce video platform increased conversion rates from 14 to over 113 percent based on different products.

So to answer whether “shoppable videos” are worth it, they very much are.

As consumers we can expect more videos to shop products to us. As FastCompany says, there will soon be a day when you can click on an outfit from your favorite show and wear what the cast is wearing; we aren’t there yet, but this brings us a little bit closer.

What do you think? Cool or lame? Can shoppable videos change the way you shop online? Let your reactions in the comments below.