E-Commerce & Streaming Media: A Marriage that Works

In the heavily populated world of E-Commerce, what determines whose site will be successful and whose won't?

Is it the layout and design of the basic site? No. We all know of sites where no expense was spared on design and the company still failed to produce a commercial success.

Is it the product offering? No. We all know of sites where the product offering was more than adequate, the pricing competitive, and service was acceptable, yet success was elusive.

Is it a traffic problem? No. We read letters everyday in forums and discussion groups from those whose sites generate a lot of traffic, but sales volume is only marginal.

What determines success is the ability to stand out in a crowded field! What determines success is making your site different from your competitors. What determines success is the way in which you present your offering so visitors will want to stay at your site and buy from you.

Purchasing decisions are not simple ones. It doesn't matter if you're targeting consumers or business buyers. People seek ways to make their buying decisions easier. It is up to you to:

· Learn what your customer wants

· Highlight the features and benefits that appeal to the customer.

· Present your product in a way that differentiates you from your competition and utilizes your product knowledge.

How do you accomplish this in a meaningful way that doesn't drain your marketing budget? Utilize streaming media to capture your audience's attention and to focus on the aspects of your product that will generate a sale.

Let's use an Internet store that specializes in southwestern pottery as a hypothetical example. We'll go on the assumption that the store has an attractive website with good navigation and a secure shopping cart system. The return policy is clearly stated, and there is specific contact information. On the site is a nicely laid out catalogue with good product descriptions, small, fast loading graphics (which can be enlarged for a closer inspection) and a well-designed price list. The products are grouped by type (urns, bowls, vases etc.) so that a visitor can browse easily. A perfect Internet shopping experience, right?

The answer is only a qualified "yes" because this store is no different than several hundred others selling the same merchandise.

What can this store owner do to make shopping at his site exciting, fun, and memorable?

· Use a short audio to introduce southwestern pottery to the visitor. What are its' special characteristics? Why is it different than pottery produced in other regions?

· Show visitors where the pottery originates with a slide show. Use pictures of the artisan's studio and the area that surrounds it. Coordinate the slides with a script that describes the geography and how it contributed to the style of pottery shown.

· Interview several of the artisans on videotape. Let them tell your visitors about themselves and their work.

· Have a pottery collector talk about the use of color as it relates to southwestern pottery.

· Do a video as a cross promotion with a local interior designer. Describe and show how to best use southwestern pottery as part of a complete decorating scheme.

· Use video to show the actual creation of some of your better pieces. Take your visitors inside the artist's studio for an "up close" look.

You might even be able to generate revenue with some of your original programming. Sell commercial spots within the presentation to other merchants who offer products that are complementary to yours. (This can be as simple as inserting a graphic.) Work with these same merchants to promote local events that highlight the products of your area. Your local Chamber of Commerce might even want to purchase a spot in one of your streaming presentations.

For an E-commerce site with affiliates, use streaming media to help your member sites. Put together a slide show that gives participating members a chance to briefly highlight their own sites for a small fee. Use two to three graphics from each member and have relevant text from each member scroll by as their store appears in the show. Not only do you recoup some of your production costs from the advertising, but you also get your sales commission when member sales increase!

Streaming media should not be used arbitrarily, however. Unless your material is relevant to your visitors and adds perceived value to their purchase, don't waste your time or theirs. When designing your streaming media presentation, ask yourself what it will accomplish that your current content doesn't. Will it complement your existing material? Will it be utilized to enhance your offering? Will it provide additional incentive to make your visitor buy?

If you can answer yes to those questions, streaming media should be a strong candidate for your marketing dollars. Use streaming media technology wisely, and it will go a long way to making your E-commerce site stand out in a very crowded field.

Ronni Rhodes is the owner of WBC Imaging, an Internet company that specializes in web site enhancement utilizing streaming media technology. With her husband, Don, a digital media engineer, they work with companies to incorporate streaming as part of successful and meaningful sales and marketing programs.

Please direct all questions and comments to:
[email protected]
520-742-5780
http://www.wbcimaging.com

In The News:


Forbes

Apple TV 4K Falls Victim To Video Streaming Format War
Forbes
The long-awaited - by me, anyway - 4K-capable Apple TV box is finally here. Yes, after failing to cater for the already substantial installed 4K TV base with the fourth generation Apple TV two years ago, Apple has finally (as reported here) bitten the ...
4K titles on iTunes can only be streamed, not downloaded | Ars ...Ars Technica
4K iTunes Content Limited to Streaming Only, No DownloadsMac Rumors
Apple TV 4K can't actually download 4K video from iTunesTNW
The Verge -AppleInsider (press release) (blog) -The Verge -Apple Support
all 137 news articles »

The Daily Dot

Instagram adds Face Filters for live video
The Daily Dot
When you're streaming yourself live on Instagram Stories, soon you can get a bit more playful. Instagram added live Face Filters to its Stories this week so you can augment your visage with fun virtual graphics. Instagram first introduced Face Filters ...
Instagram update: Face filters added to live video streamingDunyaNews Pakistan
Instagram adds face filters to live videoTechCrunch
New Instagram face filters for live video streaming launched; here are the steps to use the new featureFinancial Express
Devs-Lab (blog) -The Indian Express -GSMArena.com -Instagram Blog
all 64 news articles »

Variety

Amazon Prime Video Lands Global Streaming Rights to ATP Youth ...
Variety
After grabbing NFL's "Thursday Night Football" for this season, Amazon has secured its second live-streaming sports-rights deal in a pact with the Association of ...
Amazon Snaps Up Tennis Rights To Stream Next Gen ATP FinalsSportTechie

all 8 news articles »

Forbes

Apple, Facebook And Disney To Shake Up Video Streaming With ...
Forbes
Apple and Facebook to invest $1 billion in original content, while Disney will launch its own streaming service, making the video streaming space ...

and more »

Los Angeles Times

Video streaming pioneer Roku aims to raise up to $252 million with IPO
Los Angeles Times
Roku Inc., the leading maker of devices for streaming Internet video on televisions, hopes to raise up to $252 million with an initial public stock offering. The Los Gatos, Calif., company's IPO registration filing Monday came the day after the growing ...
Video streaming pioneer Roku aims to raise $252 million with IPOThe Denver Post
Amendment No. 1 to Form S-1 - SEC.govSEC.gov
Roku | VarietyVariety

all 65 news articles »

Benzinga

3 Reasons Video Streaming Needs Blockchain Technology
Benzinga
Recent companies include Xerox filing a substantial number of blockchain patents, and reports that the majority of enterprise-level banking institutions are embracing blockchain as well. Other industries are joining in as well. The video streaming ...


Business Insider

YouTube and Netflix are the top streaming video apps - Business ...
Business Insider
YouTube and Netflix have the most US users among video streaming apps, according to App Annie. The report is based on data collected from July 2016 to July ...

and more »

Forbes

African Video Streaming Service Kwesé Launches Roku Box With Netflix
Forbes
... African streaming video service Kwesé has launched a Roku-powered set-top box – called Kwesé Play – with an "exclusive" Netflix hardware partnership. Owned by telecoms and media group Econet, Kwesé is a video on-demand service that has already ...

and more »

Gizmodo

The Fight Over DRM Standards for Streaming Video Is Over and Big Business Won
Gizmodo
A fight over the future of video streaming has been brewing for years—and it finally came to a head today, with a major electronic privacy organization bowing out of the consortium that sets standards for the web. The Electronic Frontier Foundation ...
W3C Publishes Encrypted Media Extensions (EME) as a W3C Recommendation - World Wide Web ConsortiumWorld Wide Web Consortium
An open letter to the W3C Director, CEO, team and membershipEFF

all 13 news articles »

FierceCable

SRT open-source video project adds transfer, multiplexing features that can reduce streaming costs
FierceCable
The SRT Alliance, an open-source initiative focused on developing methods for low-latency video streaming, has released version 1.3 of the SRT video transport protocol. This version supports encrypted fast file transfer of VOD files and the ...

Google News

Video Email - The New Way to Communicate

The Internet is now a thriving means of communication and... Read More

Working with Royalty Free Music

When creating Multi-Media Content, Flash or Video Clips for a... Read More

Benefits of Training Videos

A major problem with the running of a large corporation... Read More

What You Need To Know if Your Company Wants To Produce A Video

Studies show that people remember merely 20% of what they... Read More

Video Converters 101

Your PC may contain hundreds of video files, all encoded... Read More

DVD Authoring: An Introduction

DVD Authoring is the process of collecting various content assets... Read More

When Does a Corporate Video Add Value?

A professionally made corporate video production can greatly enhance your... Read More

Seven Tips on Making a Successful Video Production

Producing a video for your company can be an exciting... Read More

Create a Favicon for Your Customers Bookmarks in Four Easy Steps.

A favicon is a custom icon that sits next to... Read More

Network Marketing and Video Email

I received another e-mail today from someone telling me that... Read More

Peer to Peer Internet Video Broadcasting

Unlike standard television broadcasting, there are a limited number of... Read More

Five Ways to Profit from Using Video Online

The newest media wave to hit the online shore is... Read More

Is Video Streaming the Future for Corporate Video?

Things have changed quite a bit from when I started... Read More

Streaming Video on Your Website - Convert Visitors into Customers

Streaming video is a sequence of "moving images" that are... Read More

Looking for an Innovative Way to Explode Your Sales? Video Software - Benefits, & What to Look for

Insider's Scoop On How To Skyrocket Your Sales Plus Decrease... Read More

Beginning in Videography

If you're looking to get into videography and video editing... Read More

E-Commerce & Streaming Media: A Marriage that Works

In the heavily populated world of E-Commerce, what determines whose... Read More

How Video can be used Effectively Online

A powerful way to convey your communication messages to your... Read More

Creating Value With Streaming Video Content

Having a corporate or promotional video for your company is... Read More

Boost Your Online Sales with Audio and Video Support

Have you ever noticed when you are shopping at most... Read More

Put Audio & Video on Your Web Site

As a company that sells streaming media services for a... Read More

Shooting High Definition Video Footage in Italy

Italy is without question the place to shoot high definition... Read More

Video Biographies; Why Hire a Professional?

There are lots of reasons to create a video biography.... Read More

Interview with a Video Virgin

Shani Alexander is the founder of Relocations Made Easy (www.relocations-made-easy.com)... Read More

Beginners Guide to PC Video Editing

If you're new to PC video editing then knowing where... Read More