With 50% of consumers planning to do all or most of their Christmas shopping online this year, digitally-driven purchases will remain at an all-time high as 2020 draws to a close. This presents retailers with a fantastic opportunity to engage customer bases, but it will also lead to fierce competition. To stay ahead in the digital landscape, brands must achieve the gold standard for consumer experience.
The first step in creating the optimal brand experience is to use data to gain an in-depth understanding of shopping behaviours. The second step is for retailers to deploy informed, highly effective and tailored strategies that boost engagement levels and conversion rates. Advanced video technologies then enable advertisers to analyse viewer response and content preferences, which leads to the third step of an effective marketing strategy – continually optimising campaigns for success.
The easiest, most effective way to achieve these steps is to incorporate interactive video to your marketing campaign.
Know what takes their fancy
The benefits of interactive elements within video are twofold. For consumers, they create a highly convenient shopping experience that can take them seamlessly from interest to purchase – for example, interactive ‘shoppable’ hotspots enable viewers to click on featured products and discover further details about them through information overlays. Moreover, when these hotspots are enhanced with direct-in-cart integration, consumers can also conduct transactions within the video environment.
For retailers, this interaction provides valuable insight into which products earn the most interest and inspire purchases. This data then allows brands to build a clearer picture of both their video performance and their individual consumers, resulting in more effective strategies and improved personalisation.
Let’s take a closer look at how the technology behind interactive video makes this possible.
Set up for success
To get customers to the all-important ‘buy now’ stage, it’s vital retailers know what’s working and what’s not. By using artificial intelligence (AI) and computer vision – a subset of AI that can analyse the details of visual content – brands can see which video elements capture consumer attention and which need optimising. AI-driven technology allows advertisers to conduct in-depth analysis and identify specific viewer habits; this includes everything from device type, to geographic location, to preferred audio and visual content within the video. Brands can then use highly valuable metrics to define video performance – replacing generic view rates with specific dwell-times and drop-off points, which accurately reflect viewer engagement with particular aspects of digital video.
Action consumer insights
With a clearer view into which video elements are the most successful, retailers can then optimise content creation and digital strategies – for both present and upcoming campaigns. By making real-time adjustments to the length, audio, or imagery of interactive video, brands can refine the consumer experience and improve their connection with audiences. Learning from these adaptations will also lead the way to developing more advanced, effective and engaging interactive video for future campaigns, inspiring greater clicks on those shoppable hotspots and boosting ROI.
As the convenience of online shopping attracts more consumers, retailers need to prioritise building interactive digital experiences through engaging video. But to truly maximise conversion rates and tap into peaks in consumer spend, brands will need to deploy AI and computer vision technology to get to know their consumers and what makes them tick.
Visit onedash.com today to learn how we can support your digital video campaigns.