Green marketing and marketing in general is affected more and more by consumers researching products and services online. In light of this, what are the best practices that are being used by businesses to connect over the Internet with customers seeking green and wellness products? This video interview with Dan Piech, of comScore, outlines their research and observations regarding best practices for using video in marketing to consumers.
by Bill Roth, President, Northern California Community Technologies (NCCT), and the author of The Secret Green Sauce: Best Practices Used by Actual Companies Successfully Growing Green Revenues. Follow Bill on Twitter @earth2017. Connect with Bill on Linkedin.
comScore, a leader in measuring the digital world, has released The 2010 U.S. Digital Year in Review that reports that Internet commerce in 2010 grew 9% to $227 billion in sales. Amazingly, those of us on line are exposed to 23 TRILLION display ads, a 23% jump from 2009! And Marketing Daily Study: Gens X, Y Rely On Research, Less On Loyalty finds that 94% of consumers say online research influenced their purchase decision. Here’s another example of the increasing power of the Internet upon consumer decision-making, a new study from the Consumer Electronics Association found that 51% of online moms decided against purchasing a consumer electronic product based upon what they read!
What does this mean for a green business seeking to win customers?
According to Yahoo 2010 YEAR IN REVIEW – Top 10 Searches the number one 2010 Internet search topic was the BP Oil Spill! Increasingly, the Internet is now the preferred path for consumers seeking to self-educate themselves through searches for “in me, on me and around me” solutions and to connect with others via social media to learn first hand on what is real and what is really greenwashing.
So what best practices are being used by businesses to connect over the Internet with customers seeking green and wellness products? One growing path is video. Today, Americans averaged 14 hours of Internet video viewing. And while a majority of video-viewing is focused upon entertainment an increasing number of consumers are using sites like YouTube to search for information supplied in a video format. In the following exclusive video interview with Dan Piech of comScore he explains how YouTube is only second to Google in terms of searches. Dan also outlines comScore’s research and observations regarding best practices for using video in marketing to consumers. This is a “must watch” video for green businesses seeking insights out how to break through the “volume” on the Internet so green customers can find you.
Interview with Dan Piech of comScore on green video best practices.
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