The great “v-commerce” opportunity for web video

Posted by: Line Up on August 23rd, 2011 IN Corporate video

As we all access the web on an ever widening range of mobile, smartphone and tablet devices, the opportunity to use web video for online selling is exploding – in both B2C and B2B environments.

According to a recent report by, the UK Mobile commerce sector (M-Commerce) is predicted to grow by nearly 134% during 2011, accounting for £1.3 billion in retail sales in its own right.

Mobile devices are now an essential part of the shopping process for many consumers – be it for browsing ideas, researching purchases, comparing prices, checking availability and so on.

Savvy marketers and retailers have been utilising this for some time already, of course. Web video is already being used to sell a huge variety of products and services.  No coincidence, then, that after Google, YouTube is the world’s second most popular search engine.

Consumers want rapid, visual, immediate search results online, and video marketing delivers this to their virtual door – consistently and quickly.

In the B2B world, v-commerce can also do far more than just sell products and services.  Critically, web video is an ideal vehicle to sell corporate ideas, visions, cultures and personalities – transforming audience perceptions and changing mindsets.

But although there is already a lot of video content online, much of it is, frankly, pretty poor quality.  And with viewer expectations rising all the time, that kind of content won’t do anyone any favours.

The simple fact is that both consumer and business web audiences will increasingly lean towards companies and brands that provide rich, meaningful and memorable video content.  Demand for more full-screen content will grow, as will expectations for higher technical quality and accessibility across numerous platforms.

Even informal ‘fly-on-the-wall’ style videos need careful planning, clever shooting and faultless technical delivery if they are to be really engaging and sharable.

Whilst technical issues might not be the main concern for most corporate marketers, quality and technical scalability of their web video content certainly should be, we feel.  iPads can’t play Flash content, for example, but it’s a key USP of the new Blackberry playBOOK.  So it’s crucial to ensure your online video content is optimised for every platform and device if you want to optimise your reach.

Just because it’s easy to create your own online video content doesn’t mean it will produce the results you want.  Hardly any brands have succeeded trying to do their own TV advertising, and it’s the same when it comes to online moving image.  Companies which invest in quality video production and work with knowledgeable experts have a huge opportunity to stand out from the crowd in the next few years, and drive their businesses forward.

Is your marketing department ready to utilise v-commerce to its full effect?

Line Up

Line Up

Line Up is an award-winning, creative communications agency, headquartered in London. We create engaging live and digital brand experiences for internal and external audiences all over the world.

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