According a recent report “Smartphone Industry Pulse February 2010” by Flurry, a mobile analytics company, 58 new companies are launching iPhone apps each day! But why should this be limited to smartphones?
Apps are equally powerful on the Web. Not coincidentally, an entirely new class of apps is emerging for the Web that is video-enabled. According to TechTarget, 72 percent of IT buyers use video to research IT purchasing decisions. And the numbers are even higher outside of IT. Playing off that interest, video-enabled marketing apps can easily combine the power of video with interactivity to convert prospects at a much higher rate than with traditional tools. And, unlike iPhone apps, you don’t need special skills to get started.
Today, armed with just a Cisco Flip Camera, marketers small and large alike can create short, video-enabled marketing apps with distinct calls to action – such as prompting the viewer to download a free trial or register for a webinar – that is easily tracked and measured. So how do you get started? Simple is better, and three areas come to mind: event promotion, customer testimonial and product promotion.
Event Promotion
Let’s face it, attendance for both online and live events is down, and companies are looking for ways to capture more interest. In less than an hour, you can tape a host or presenter, add interactivity (including social networking links about the person) and create a short video app to promote the event. Including a video teaser in the webinar invite and event landing page can increase conversion by 30% or more. Post event, the content can be placed in an app and broken into key topic areas with calls to action, making it much more compelling and engaging for the viewer, resulting in further conversions.
Customer Testimonials
Nobody is better at talking to prospects about you than customers. But many prospects are now inured to text and graphics, which fail to capture authentic insight and enthusiasm. Video is great for doing this, however. Successful digital marketers are deploying video-enabled apps that feature customers telling their stories alongside interactive elements that encourage users to click for more information or learn more about the person speaking. Marketers can create this enhanced experience in hours with calls to action that offer a return on investment significantly higher than standard testimonials achieve today.
Product Promotion
Unlike traditional product collateral of the past, especially standard text descriptions seen on most sites, video-enabled apps funnel interest deeper into the organization. By “branching” the video, which gives users control over the experience, it’s possible to create a more personalized interaction where the prospect tells a marketer a lot about their interests by how they interact with the video app. So, for an extra hour or so of work by the marketer, a vanilla product teaser is turned into a powerful engagement tool that simultaneously tells a story and pulls prospects in for targeted follow-up and lead-nurturing.
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