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Empowering Customers throughEducation-based Videosin E-commerce
University of Economics Prague CCBC 2020 University of Applied Sciences Steyr
THE 9TH CROSS-CULTURAL BUSINESS CONFERENCE
by Ladislava Knihová
LADISLAVA KNIHOVÁ UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF MARKETING
Customer education - FORBES
UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF MARKETING
2015
2017
Don't Market to Your Customers; Educate Them Instead
William Craig – FORBES contributor
Five Simple Ways to Educate Your Customers Through Content
Josh Ritchie - FORBES Councils Member
UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF MARKETING
Education-based Videos in E-commerce
Education-based Videos in E-commerce
https://ec.europa.eu/eurostat/web/products-eurostat-news/-/DDN-20200420-2
The Digital Shopping Experience
Education-based Videos in E-commerce
Education-based Videos in E-commerce
UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF MARKETING
Education-based Videos in E-commerce
The number of businesses using videoas a marketing tool in the period 2016 – 2020
State of Video Marketing Survey 2020. Wyzowl. https://www.wyzowl.com/video-marketing-survey-2020/
Education-based Videos in E-commerce
The role of video in ROI in the period from 2015 – 2020
State of Video Marketing Survey 2020. Wyzowl. https://www.wyzowl.com/video-marketing-survey-2020/
Education-based Videos in E-commerce
THIS IS A PLACEHOLDER TEXT.
CONTENT
MARKETING
DIGITAL
CONTENT MARKETING
VIDEO
MARKETING
Education-based Videos in E-commerce
EDUCATION-BASED
CONTENT
NON-EDUCATION-BASED
CONTENT
CONTENT
MARKETING
Education-based Videos in E-commerce
“Customer education or the extent
to which firms are seen as providing
customers with the skills and abilities
to utilize critical information is often
considered a valuable augmentation
to a firm’s service offerings.”
(Bell et al., 2017)
Education-based Videos in E-commerce
UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF MARKETING
Customer education through the implementation of video marketing in e-commerce.
Education-based Videos in E-commerce
Education-based Videos in E-commerce
comparative analysis
Education-based Videos in E-commerce
Education-based Videos in E-commerce
Data collection: 29th April 2020
Education-based Videos in E-commerce
education-based video content = relatively new trend
number of subscribers to education-based video content
YouTube channels is high
education-based content videos = shared in social media
Education-based content videos = shared in social media
“Knowledge is power.
Knowledge shared is power multiplied. ”
Robert Noyce (American Head of State and businessman)
Education-based Videos in E-commerce
Education-based Videos in E-commerce
EDUCATION-BASED VIDEO
product launch / product properties / product in context
brand promotion video
customer empowerment
shortening the customer journey
powerful reasons to stay in touch with the brand
education of customers about „the future world“
brand loyalty can be enhanced to brand attachment
Customer education as a marketing function
New challenges ... new solutions
Educational Professionals in Marketing Teams
Educationalprofessionals
Marketing team
Educational professionals can help co-create
education-based marketing strategies.
Education-based marketing strategies
New challenges ... new solutions
Educational professionals can help co-create:
unique user experience
unforgettable experience
added value for customers
environment of trustworthiness
If a picture is worth a thousand words, if a metaphor is worth a thousand pictures,
what is the equivalent to a well-crafted marketing video?
Education-based Videos in E-commerce
Discussion
Your questions?
Empowering Customers through Education-based Videos in E-commerce
Comments?
Suggestions?
Contact
Empowering Customers through Education-based Videos in E-commerce
PhDr. Ladislava Knihová, MBA
Assistant Professor
UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT DEPARTMENT OF MARKETING
Education-based Videos in E-commerce
Thank you for your attention!