Video - and Online Video Platforms - Are Essential For Customer Engagement

Nick Barber

Video conveys emotion unlike text and can show features and functionality unlike any picture. That’s why retailers see nearly triple the conversion rate on product pages that have video versus those that don’t. Entering what Facebook CEO Mark Zuckerberg calls “this new golden age of videos online,” companies and brands need an enterprise-class online video platform to deliver the video experiences that drive customer engagement.

 

In The Forrester Wave™: Online Video Platforms For Sales And Marketing, Q4 2016 we looked at nine vendors in the space--Adobe, Brightcove, IBM, Invodo, Kaltura, Ooyala, Qumu, uStudio, and Vidyard--and scored them against a list of 39 criteria.

Read more

You Don’t Think You Need An Online Video Platform? Think again.

Nick Barber
If your idea of “doing video” means having a YouTube channel, then you need to up your game. While a freemium player like YouTube can be an important part of an overall video strategy, it shouldn’t be the only part. We detail that and more in Forrester’s Vendor Landscape: Online Video Platforms For Sales And Marketing
 
Last year marked the first time that digital video outpaced every other online activity in time spent. It even eclipsed social media. If your customers are spending time with video, then you need to be there too. 
 
Online video platforms or OVPs used to serve media and broadcasting companies. OVPs took charge in streaming media assets online. They still do, but their roles have expanded and now they serve online sales and marketing operations, too.
 
Video is an important component in each step of the customer journey. Brand videos fit into the discover phase, while product demonstrations are important in the buy segment. User generated content and personalized videos fit into each stage of the process and OVPs support and enable them. 
Online video platforms or OVPs should be an essential part of your strategy because they support your efforts to:
 
Read more