Einmal mehr glänzt der auf Video-Marketing spezialisierte US-Blog ReelSEO mit einem wirklich lesenswerten Grundlagenbeitrag. Demnach gibt es grundsätzlich drei verschiedene Video-Marketing-Strategien im E-Commerce:
- Viral-Videos (z.B. Mixer-Videos von Blendtec.com)
- Klassische Produktvideos (z.B. Cliplister-Clips)
- Ratgeber-/Educational-Videos (z.B. Gartenvideo.com)
Je nach Video-Strategie aber gilt es, den Erfolg dieser jeweiligen Marketing-Investition über andere Kennzahlen zu bewerten:
"Viral video is all about distribution and promotion. But it’s not enough to consider the number of views only. If the video is hosted on a video sharing site, you might want to look at the number of comments your video receives to get an idea of the level of “buzz” you have created.
You can use a company like TubeMogul to track your video across the internet but you probably need to combine that with your existing site analytics to judge whether or not it has an impact on your traffic."
Bei Produktvideos wiederum verhält es sich zum Glück vergleichsweise einfach:
"A conversion video should be an engaging experience drawing viewers in and helping them to spend more time on the site. A successful video should carry a clear call to action. This can be part of the script, part of the visual, part of the player or any combination of the three. The call to action in the video must be aligned with the conver
If the goal for your conversion video is to increase conversions then the metric for success are easy. When the number of your conversions rises then the video is a success. Increased conversion can have a direct impact on the revenues. It is no wonder that more and more companies are focusing on conversion video as the most likely to provide a RoI."
Bei Ratgeber-Videos dagegen wird die Erfolgsanalyse leider wieder kniffliger:
"Metrics for Success Educational video may be one of the hardest types of video to manage in terms of ROI. The production costs are as high as other forms of video but success should not be measured by the number of views. Other metrics that should be captured such as ‘time spent on video’ or how many chapters of your video were viewed."
Spannend in diesem Zusammenhang sind natürlich letztlich dann auch die Kennzahlen von Blendtec (Viral-Video), die Zahlen vom Baur-Versand (Produktvideos) sowie die Fakten von Gartenvideo.com (Ratgeber-Videos).
Passend dazu:
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