Nach der Premierenveranstaltung im Vorjahr hat vergangene Woche in Seattle erneut der Video Commerce Summit von Liveclicker stattgefunden.
Die zentralen Erkenntnisse vom US-Branchen-Treff hat Mitveranstalter Justin Foster nun nebenan beim Video Commerce Consortium zusammengefasst:
- Die meisten Investitionen fließen in Produktvideos:
"The manner in which retailers are using video varies, however most e-commerce sites seem to be concerned mainly with product videos. It wasn’t universal, but the focus on product video was unmistakable." - Killer-Anwendung für die Video-Produktion wird noch gesucht:
"Automated video (e.g. Treepodia) is preferred by Overstock.com, but other retailers like REI choose to use a system like TalkMarket which automates much of the traditional filming process without creating computer-generated looking slideshow content. Zappos instead has chosen to hone its own in-house production process to make video scale as they race toward producing 60,000 videos in 2010." - Händlern fehlt nach wie vor oft das Video-Knowhow:
"Still the lack of video as a core competency for most retailers will probably hold most back for now although I do expect to see a couple of interesting announcements over the coming 12 months." - Online-Händler erhoffen sich viel von Video-SEO:
"Video SEO continues on as a hot topic. Many retailers see a big part of the immediate video opportunity comes in the form of better SEO." - Neue Video-Verkaufsansätze geplant:
"Guided video shopping is poised to become an emerging trend in the second half of this year entering into the busy Q4 season. We’ll likely see several interesting cases from top retailers that are working to bring interactive video to the next level during the upcoming holiday."
Bahnbrechende Neuerungen haben sich auf dem Video Commerce Summit damit zwar nicht angekündigt. Aber das kann Foster zufolge ja alles noch werden:
"This video commerce industry feels like the e-commerce industry felt in 1998. The future is bright for all of us in video commerce. We’re still in the top half of the first inning in an exciting baseball game."
Eine Übersicht mit den vielversprechendesten Video-Verkaufsansätzen im E-Commerce sowie zahlreiche Tipps & Tricks für die Video-Produktion, liefert übrigens nach wie vor unser erster "Exciting Commerce Video Shopping Guide".
Passend dazu:
- Video Commerce Summit: Checkliste für die Clip-Integration
- Video Commerce Summit: Was Online-Videos wirklich kosten
- Ausblick: Sieben Thesen zum Video-Shopping-Markt in 2010
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