What about video?

The Debate

Although your piece on website design (MW 5 May) has proved brands are developing their engagement strategies and making the online process of shopping and information gathering easier for consumers, where was the reference to video content?

ComScore statistics show that retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. While your article focused on the navigation and engagement of design, video should play an integral role in this.

For example Burberry’s website integrates video, from catwalk shows to bands playing acoustic music, alongside the buying experience. It’s concerning that not one of the brands in the article mentioned video in this way.

While the traditional media landscape has fragmented across different devices and platforms, the good news is that the cost of producing high-quality video content digitally has reduced significantly. Getting that video content online and shared with consumers across multiple channels is one of the most powerful marketing tools at a brand’s disposal.

I hope the brands featured in the piece are implementing a video strategy, otherwise I fear their voice, like so many others online, will be drowned out by the impactful video content of others.

Chris Gorell BarnesCEO, Adjust Your Set

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