When using video, marketers tend to use a one-size fits all model, an ineffective method that doesn't properly engage with customers when they're at different stages of the customer journey.

Michael Molinari is the Director New Business Development at KSC Kreate. He recently spoke to CMSWire about how eCommerce companies should use video. Now he outlines the three different types of videos that marketers can use in order to connect and communicate with their customers: The Tease, The Quickie and the Kiss and Tell.

The Video Problem

Molinari finds that while many marketers use video they aren't being used properly due to a lack of digital marketing budgets and as a result, a lack of know-how. Therefore, many marketers rely on what is easiest to do and what has been successful in other markets.

What they’re doing is they’re not doing anything different than what their current advertising dollars allow,” says Molinari. “A lot of people are taking broadcast commercials and they’re just chopping it up in the editing room and throwing it out there online as a shorter version of what you get on TV.”

This proves to be an ineffective way to engage and draw in customers, as they don’t want to see the same type of videos everywhere; customers want to see companies putting forth an effort to show them something new or different.

You’re not doing what your supposed to be doing online,” said Molinari. “Broadcast commercials are meant to attract them to get the website or the eCommerce site, from there you then re-educate the consumer. By using the same thing over and over again ... they become unimpressed or cumbersome with what their viewing and the information they are gathering.”

Therefore, marketers need to look at how video can be used to draw in and keep a potential customer.

The Tease and the Quickie

The first two kinds of video that marketers can use are short, attention grabbers, called the Tease and Quickie and in essence are similar to the recently released Vine video app for Twitter.

A Tease video is the shorter of the two and doesn't have much dialogue or explanation. Usually it's a quick snapshot of a product or service in a 15 second window and is aimed at customers who are distracted and on-the go, but still can be influenced by something visual.

It’s smaller and very basic, it’s gets you there, but it doesn't,” says Molinari as it leaves the customer with questions about what they just saw, how it works and where to get it.

While the Tease is a basic level of video, the Quickie, while also short provides more context and is still used as a way to draw in the customer and hopefully entice the customer to find out more information about the product or service. In adding a layer of context, the video can include a voice over, more product detail or a sentence or two describing what is being sold.

With the Quickie you’re getting the information and you’re getting specific details, but it’s a quick 20 to 30 second video,” says Molinari. "The Quickie is more of a here’s who we are video; it’s a taste of what the company is selling.”

In addition to this, Molinari notes that the Quickie and the Tease videos should be used as social media engagement tools to bring customers to a company's official website or eCommerce page. Although, Molinari also says when customers go to the website they don't want to see the same videos that they already saw on a Facebook or Twitter page, which is where longer videos, like the Kiss and Tell come into play.

The Kiss and Tell

The Kiss and Tell it takes the ideas the other videos have promoted and expands on them with "how-to" lessons or testimonials from other customers.

It’s a video directly from a consumer or someone saying what they've done with it [the product] or why they chose to use it,” says Molinari.

According to a Forrester report, a lot of online shoppers tend to rely on word of mouth, so a promotional video like this would be able to help potential customers see what others thought or see a product in action which might suggest that they to look at purchasing the item in question. This is why Kiss and Tell videos can be effective -- they not only educate, but rely on a word-of-mouth aspect to improve company revenue and build a customer base.

The kiss and the tell is putting it all together finding the color for you and adding one or two other nuances,” he says.

While there are three different videos that can be used to help turn potential customers into customers, Molinari notes that while they are connected, they can be used separately, if the marketer knows how to.

You need to know who your audience is and create a good image of communication through the video or video platform that can add to the customer experience.”