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Dean Marsden

The Explosion of Video on eCommerce Websites

23rd May 2011 Social Media, Video Marketing 1 minute to read


A new trend has emerged. Major online retailers are adopting video as part of their websites content. Reiterating what I’ve said before, video is massively engaging medium. Online retailers can adopt video for product reviews, questions and answers and branding.

In an increasingly competitive online marketplace, retailers want to stand out and create relationships with their customers. Video is more personable and influential.

Although video sharing sites offer great opportunities for brand engagement, self hosted videos embedded directly into the product pages are solely there to improve conversions and sell products.

Amazon.co.uk were one of the early adopters of the product review technique by providing a short product demonstration video.

Kiddicare.com offer large sized pop up videos that have a personal style to them. One of the members of staff shows you the product and points out any features you may not have thought about. It does look as though the video was recorded on a mobile phone, but the quick and simple style is enough to get the message across and the human aspect is one of the main selling points.

Asos.com has some nice integration of video into most of its product pages. They are all that is needed for a clothing website, a simple Catwalk of the clothing on a model.  A video like this makes a product real and can also create a relationship of ‘buy this product just like a professional model wears’. The simplicity and length is ideal for the whole operation of filming all products, making it more cost effective.

Marks and Spencer’s have separated their branding and lifestyle videos into a dedicated TV section of the website. They offer a behind the scenes glimpse at their TV adverts as well as some well made short films on food, clothes, home and furniture and technology. There is even a channel explaining their services: how to buy online, in store purchasing and delivery standards.

Video Production does not cost as much as you might think. Our digital marketing videos were made on a small budget, yet even with a minimal spend you can have a huge impact on how professional and engaging your site appears to visitors. Why not test video on your site in small amounts and remember keep it simple, keep it personable and keep it short.

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Dean Marsden
About the author

Dean Marsden

A big fan of art and design, Dean is an avid photographer with an eye for creating beautiful images. His other skills include playing golf, which he’s done since he was 15. He’s a little quiet, but you know what they say about the quiet folk…

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