WEM: Using Online Video to Promote Web Engagement in eCommerce

Digital Asset Management (DAM) and Web Engagement Management (WEM) are interlinked. Online video can be one of the most powerful tools (if used wisely), and online retailers have no good reason not to incorporate online video to help engage and persuade customers.

Research Shows Online Video Use is on the Rise

Plus, the research says that visitors who view product videos are more likely to buy than visitors who do not. Recent studies have shown that growing numbers of retailers are adding video capabilities to their sites.

According to Forrester Research, the percentage of the top 50 US online retailers that offer videos on their sites increased to 68% in 2009 from 18% in 2008.

A recent eMarketer survey highlighted the ways retailers were boosting sales through video, with many of them indicating that video did in fact help them increase sales conversion rates and reduce abandoned shopping cart and product return rates. Numerous case studies have also confirmed that visitors who view product videos are more likely to buy than visitors who do not.

Still, many companies consider video to be a costly investment. Online newspapers are only testing its waters, trying to understand how views can be converted into revenue. Yet, the retail industry has found innovative ways to incorporate video into their sites, using tools that seem to both easy and affordable to employ.

Web Engagement's 5 Components

We've done a deeper dive on the elements of Web Engagement Management, but the topic bears a quick revisit for those less familiar with it.

WEM in essence is the strategy and practice of how an organization optimizes its online presence. While web content management still sits in the center, the five pillars of WEM draw on a number of different tools and ideas.

The 5 core WEM concepts are:

1. Content Optimization
2. Multi-channel Management
3. Conversational Engagement
4. Demand Generation
5. Sales and Relationship Automation

Because WEM is a composite strategy, it will continue to evolve. And although changes to each area will naturally inspire activity in complementary areas, overall it's really about how an organization chooses to connect with their audience that will serve as the backbone for successful in these pursuits.

Engaging Customers via Online Video

When shopping online, as many of us do, there’s only so much information a photo and a 360-degree perspective can tell us about a pair of pants or shoes, or a rug, or throw pillow. We can research the product more by combing through online reviews and ratings to tell us what is worth purchasing and what isn’t.

But with video, consumers can see the garment in action, how it hangs and moves, what the color really looks like, among other telling features. However, companies with dozens, hundreds or thousands of products don’t have the time or money to devote to capturing each product on video.

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Digital Asset Management (DAM) and Web Engagement Management (WEM) are interlinked. Online video can be one of the most powerful tools (if used wisely), and online retailers have no good reason not to incorporate online video to help engage and persuade customers.