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It's great to see that there are a number of us who are starting to make headway when it comes to extolling the virtues of video as a marketing tool for dealers.  However, despite the overwhelming evidence that video works - and the video viewing stats we see from consumers - it's still tough out there...we're still amazed at much of the old school thinking and the reluctance to embrace something new by many dealers we talk to.  BUT I'm sure there's a lot we can still learn about how to talk to dealers and how to sell in the concept! I'd be really interested in hearing what you've got to say on the subject of video.  Do you think it's here to stay?  What are the downsides and upsides? Maybe you aren't even aware that there are organisations selling video services? ...and of course, what would make you say "Fanstastic! Want it NOW!!"

Thanks - and looking forward to hearing your thoughts.

Tags: Dealer, Live, Video, car, marketing, online, presentation, used, video

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It is beyond me why there is so much resistance for this simple integration that simply creates a competitive edge and that consumers do click and click and click videos of 'interest'. This industry is limited for whatever reason vs. the few that embrace the technology that consumers gravitate to. Don't get me wrong the human element is probably more important, but why not both with most. Don't know.
Interesting to hear your comment Michael.  Totally agree, it seems that even though people know it's important from a social/consumer perspective, they still aren't sure of the benefits to their business.  I guess that's just something companies like ourselves are going to have to work harder to get across.  I agree with your point about human element too, but the great thing is of course that it's possible to make video very human and very interactive. We're seeing excellent conversions - ie 70% from Budgen Citroen for internet enquiries, when sales people get back to enquirers with a personalised video and 58% conversion from demo to sale at Carshop when the consumer has seen a live demo - ie average of 11 minutes of human interaction, coupled with live video streaming. 

Donna,

 

The early adopters will be along shortly and then the herd will follow.  This is my third go-around in introducing a new technology to the automotive industry.  Ultimately the customer drives and if you keep focused on the real customer in all of this and have faith in their commitment to video it will all prove you and all the others trying to drag dealers into the 21st century.  The real customer in this case is the online shopper.  If you continue to help your dealers provide what their online shoppers want it will come.  

 

In the ancient past (10 years ago) dealers had to be talked into posting pictures online.  That was if they even had a website.  Now they are happy with the PTZ Slide Shows that have been sold to them as "video"  I have a saying about dealers "Car dealers are not the first people on their block to buy a TV, but they are the first to buy a big screen"  

 

The trickle will become a flood.

Oh please, no more slide show videos.

 

Do a walk around of the car, start it, if there are flaws be honest enough to point them out, show me service records, highlight the options, and take it on a test drive. 

 

And try to designate one camera-friendly salesperson for the video work. 

 

I agree. I hate photo slide shows turned in to videos! Personal walkarounds talking about the vehicle are awesome though!
 

We have performed our VSEO services nearly 2000 times in the industrial marine industry on a global basis and have had excellent results. Our business scope is to enter consumer based markets with high inventory turnover namely automobile dealerships.

One example of how a properly executed VSEO service is unique and can benefit the auto industry is the ability to advertise just a phone number or a single phrase vs each individual auto and all the videos of the advertised inventory will appear in the results!
See the example here, enter “866-547-4656” or “zia kia easy financing” in a Google search and see the results for ZIA KIA Credit Hotline.

We have found that even a short live video segment incorporated into still shots along with high energy music verses a robotic voice describing the asset (viewers can see it has an automatic transmission) keeps the viewer engaged and entertained in the presentation. http://vodpod.com/watch/5214040-tahoe-ltz-used-2009-chevrolet-suv-i...

The auto industry can definitely use this technology if applied correctly and the results are measurable. Review the proven results of FrontPage indexing for individual search results and share your thoughts.

http://targetedvideoads.com/proven-results


Ken Dugas

Thanks for the comments guys.  VSEO is going to be really important in helping clients of companies like ourselves effectively distribute and sweat the value of the walk around videos we enable them to produce.  At the moment I can only see automotive VSEO organisations distributing videos made up from still photos? Whilst there's always horses for courses, I agree that walk arounds are the most powerful and engaging type of video interaction.  Photo images that are put together as a video are definitely more engaging that still shots, but true walk arounds pointing out the flaws as you suggest Bob are the most effective in generating consumer interest. Customers love the honesty!  Doing a walkaround using live streaming video (where there is two way dialogue happening at the same time) is even better still.  Our clients are getting an average of 47% conversion - so that means for every 10 live walk arounds, nearly half of them result in a sale.  Getting videos of live walkarounds to the top of the search engines will demonstrate very clearly to consumers how the dealer and its sales people conduct their business.  As one of our dealer's customers put it "they showed me all the flaws on the car, then I bought it!" and I agree with you Tom, once online consumers see the value - and clearly communicate the value of that to the dealers, then we're in busines!

This List was compiled by Invodo:

 

Video Statistics: The Impact of Video

 

eCommerce Video Drives Conversion, Sales and Traffic While Reducing Returns

 

  • Online retailer Living Direct found that videos boosted conversion as well as increasing time on site by 9%. (Internet Retailer, October 2010).
  • Internet Retailer reports that visitors who view product videos are 85% more likely to buy than visitors who do not, based on OnlineGolf.com results. (Internet Retailer, April 2010)
  • Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
  • In tests merchants such as Archie McPhee experienced conversion rate increases averaging 30%, with a range from 12% to 115%. (Practical Ecommerce, November 2008)
  • According to Internet Retailer, Shoeline.com saw a 44% increase in online sales conversions by using videos to showcase their products. “With such positive results on our existing videos, the goal right now is to add video to as many of our products as possible,” says Frank Malsbenden, VP and GM of Vision Retailing Inc., the parent company of Shoeline.com. (Internet Retailer, January 2009)
  • Zappos reports a 6% to 30% increases in sales for products with video. (ReelSEO, December 2009)
  • Discovery Channel increased video streams 123% by properly implementing video sitemaps
  • 20% of all males surveyed cited online video as a significant influence in recent purchases of jewelry and watches. (Ad-ology Media Influence on Consumer Choice survey, September 2008)
  • Ice.com found that viewers who chose to view video converted at a 400% increase over those who did not. Ice.com also credits video with decreasing returns by 25%. (Internet Retailer, December 2009)
  • Implementation of video decreased returns by 27% for PFI Western. (Videocommerce.org, December 2009)
  • Simple video merchandising best practices can nearly double the impact of eCommerce video (Invodo research, February 2010)
  • Shoppers who view video at Onlineshoes.com convert at a 45% higher rate than other shoppers, and the site has seen a 359% year-over-year increase in video views. Product pages with video have higher conversion rates than product pages without video. (Internet Retailer, February 2010)
  • With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010)
  • Video in email marketing has been shown to increase click-through rates by over 96%. In response, the number of marketers planning to use video in email campaigns has increased 5x since the beginning of 2009. (Implix 2010 Email Marketing Trends Survey)
  • Consumer packaged goods firm Reckitt Benckiser found that online video delivered a 6% increase in in-store sales. (Reckitt Benckiser / Nielsen, May 2010)
  • Rich media ads containing video increase purchase intent by 1.16% and drive success more than four times that of Flash animation. In addition to the increase in purchase intent, video ads appear to increase consumer brand loyalty. Viewers favored a brand 2.30% more when exposed to rich media with a video ad opposed the tiny 0.15% increase simple Flash animation experienced. (DoubleClick, The Brand Value of Rich Media Ads, June 2009)

 

Consumers Use and Trust Online Video

 

  • Over 90% of shoppers surveyed found video useful in making purchase decisions, according to a study of Swimwear Boutique customers. (Internet Retailer, October 2010)
  • From July 2009 through July 2010, the number of US video viewers on retail sites grew 40%, outpacing 17% growth in the number of total US online video viewers. 96% of online shoppersalso watch online video. (Comscore, August 2010)
  • Video views doubled from 14.8 billion to 33.2 billion between January 2009 and December 2009. 86.5% of all US Internet users watched online video during the month. The average viewer watched 187 videos and 12.7 hours of online video during the month. (Comscore, February 2010)
  • A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)

 

Online Retailers are Implementing eCommerce Video

 

  • 33% of online retailers plan to add video to their sites in 2010, making it a higher priority than any other advanced feature. (eMarketer, March 2010)
  • Leading online retailers added video to their sites in 2009 to increase online sales. PetsUnited, the owner of 10 eCommerce sites, saw a 50% jump in average sales when shoppers made a purchase after viewing a video. (eMarketer, January 2009)
  • eCommerce video success can be clearly measured. Conversion rate, cart abandons, increased traffic and View Through Rate (VTR) are key to demonstrating success. (Practical Ecommerce, March 2010)
  • eMarketer senior analyst Jeffrey Grau characterizes the benefits of video as including “…a lower number of abandoned shopping carts, reduced return rates, and higher sales.” (eMarketer, January 2009)
  • Search engine optimization (SEO) and online video were the two top priorities for online retailers in 2009. Online shoppers who viewed video had a larger shopping ticket than those who viewed traditional rich media such as flash animations. (Internet Retailer, January 2009)

Thought you might like it :)

Some amazing stats, thank you Tom!  I love the "video is worth 1.8 million words" stat from Forrester!  The last point is reflective of exactly what you were saying earlier too - ie they're priorities for online shoppers. 

 

 

I like that one too.  They are a little low for our purposes though.  Consider:

If a picture is worth a thousand words a frame is worth 1000

If you are capturing at 30 fps then each second is worth 30,000 words, each minute 1.8 and a two minute walk around is worth 3.6 million words!

Great calculation! 

I agree about the value of video across the board.  There actually is no debate that video increases visitor interest and conversion and simply adds to the website experience.  However, I think the "VSEO" pitch is outdated and borderline ridiculous.  Yes SOMETIMES YouTube or other video aggregators will post a video in the results and you should have distribution to YouTube, but Ken - I'm sorry but you probably could have come up with a better example.  Nobody is typing phone numbers into Google.  And I mean nobody.  I searched "Zia Kia" and got one video result for MetaCafe with no live link to the dealer's website.

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