Takeaways From Shop.org 2013 – The Video Commerce Industry Is Maturing
A couple of weeks ago, Liveclicker sent a contingent of people from its Account Development and Sales teams to the 2013 Shop.org Annual Summit. I was glad to be a part of that group, as Shop.org always attracts the types of companies and decision-makers who take video commerce seriously.
The event was held at McCormick Place in Chicago, and we chose to exhibit in the Expo Hall where we could host our meetings with customers and friends this year. With 5,200 attendees, there was also plenty of traffic from passers-by who were interested in chatting about their video programs.
The good news is that the video commerce industry is maturing. The meetings held with retailers at the 2009 and 2010 Shop.org Annual Summits were mostly educational – people wanted to know what was possible for the video program they envisioned for their future. Now, in 2013, eCommerce organizations have mature video strategies, and they are looking for guidance, technology and services to help them improve their return on investment.
The most popular questions surrounded each company’s need to produce their own video content. Many retailers felt gouged by video production providers who charge hundreds or thousands of dollars to produce a scripted, sterile, disingenuous video featuring an actor without any product knowledge. These decision makers wanted to find technology and services which will help them efficiently produce their own videos, leveraging the subject matter expertise which resides within their own office. Thus, Liveclicker’s iOS app, MobileStudio, has continued to be popular amongst Shop.org members.
Other questions we frequently fielded were about shoppable video overlays, search engine optimization of videos, in-depth video analytics (and industry benchmarking of best practices as determined by those analytics), and user-generated video contests. It was great to be able to show examples of all of those solutions in use by our customers during 2012-2013.
For me, this was my eighth Shop.org Annual Summit, so it was also great to catch up with friends, old and new. The eCommerce industry is always changing and improving, and it is fun to learn about new technologies and solutions which are being exhibited at events like this one.