Online Video

YouTube a Sales Driver for Makeup Brands
November 1, 2016 at 11:53 am

YouTube is a boon for makeup brands, spurred by various tutorial makers, such as Michelle Phan, Bethany Mota and Zoe Sugg. It's the ideal landscape in which to hawk beauty products, said Candace Corlett, president of WSL Strategic Retail, a consulting firm. "It's a platform for people to showcase themselves. And what do I want to show…

James Allen's Strategy for Acquiring Millennials
September 19, 2016 at 12:02 pm

James Allen is an online retailer of diamond and bridal jewelry. Like most every other retailer, capturing the wallet share of millennials is critical to the brand's future. In episode 53 of Total Retail Talks, Johanna Tzur, chief marketing officer of James Allen, details how a partnership with BuzzFeed and a mobile-first approach is paying…

Tips for Creating a Successful Video Program
June 10, 2016 at 9:10 am

A “viral” video has the ability to launch a brand from obscurity into a household name overnight. Yet with so much competition in the marketplace for consumers’ eyeballs — 300 hours of video are uploaded to YouTube every minute — it's unlikely that one of your company's videos will ever go viral. But that doesn't…

Kohl's Taps Celebrities, Consumer-Generated Content and Periscope for Oscars
February 9, 2016 at 10:30 am

Kohl’s is pairing social activations and live streaming with a sponsorship for this year’s Academy Awards, sharing an in-depth viewing experience and party preparation ideas in the days before the broadcast. Saturday Night Live actress Vanessa Bayer will be appearing in Kohl’s content on social media, which provides followers with various guides to hosting an Oscars…

Amazon Inks Deal With Mattel for American Girl TV Specials
February 2, 2016 at 12:00 pm

If your little one is a fan of Mattel's American Girl dolls, you may want to consider a Prime membership. Or at least make sure yours doesn't expire anytime soon. Amazon.com announced a deal with the toy maker for production of four live-action specials based on the brand's characters. What's more, the online retailer has the…

Target Debuts Video Series to Showcase Halloween Merchandise
October 21, 2015 at 10:03 am

It’s always the problem with creative executions online — either you settle for using some reassuringly mainstream technology (aka boring), or you go out on a limb with something potentially dazzling and risk that some percentage of the audience won’t be able to see it. Target, with its “The House on Hallow Hill” Halloween social…

YouTube is Now a Place Where You Can Shop
September 30, 2015 at 10:32 am

YouTube used to be for cat videos. How passive. Soon you'll be able to watch it and buy kitty litter. YouTube is introducing the ability to shop for products directly from its videos, a move that opens the door for new revenue as the online video site looks to turn a profit. The ads can appear on…

Why Video is Critical to E-Commerce Success
August 11, 2015 at 1:56 pm

Online merchants have long known that videos are the best way to engage consumers rather than just text and photos. Relatively fewer, however, have fully embraced video as a core part of their selling strategy online, largely due to a lack of in-house experience with the medium and concerns about return on investment. However, dramatic…

How Video Personalization Can Improve Customer Relationships
August 4, 2015 at 4:00 pm

The relationship between brand and customer has evolved quickly over the last several years as consumers become more empowered. They know marketers have access to a wealth of personal information, making generalized content less appealing and almost unacceptable. As an early proponent of data-driven marketing, I often asked the question, “If we know so much…