in E-commerce

(1)

Empowering Customers through Education-based Videos

in 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

(2)

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

(3)

Education-based Videos in E-commerce

(4)

https://ec.europa.eu/eurostat/web/products-eurostat-news/-/DDN-20200420-2

(5)

The Digital Shopping Experience Education-based Videos in E-commerce

(6)

(7)

The number of businesses using video

as a marketing tool in the period 2016 – 2020

State of Video Marketing Survey 2020. Wyzowl.

https://www.wyzowl.com/video-marketing-survey-2020/

(8)

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/

(9)

THIS IS A PLACEHOLDER TEXT.

CONTENT MARKETING

DIGITAL

CONTENT MARKETING

VIDEO MARKETING

(10)

EDUCATION-BASED

CONTENT

NON-EDUCATION-BASED

CONTENT

CONTENT MARKETING

(11)

“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)

(12)

Customer education through the implementation of

video marketing in e-commerce.

(13)

(14)

comparative analysis

(15)

(16)

Data collection: 29th April 2020

(17)

(18)

 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

(19)

 Education-based content videos = shared in social media

“Knowledge is power.

Knowledge shared is power multiplied. ”

Robert Noyce (American Head of State and businessman)

(20)

(21)

(22)

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

(23)

Customer education as a marketing function

New challenges ... new solutions

Educational Professionals in Marketing Teams

Educational professionals Marketing team

Educational professionals can help co-create education-based marketing strategies.

(24)

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

(25)

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?

(26)

Discussion

Your questions?

Empowering Customers through Education-based Videos in E-commerce

Comments?

Suggestions?

(27)

Contact

Empowering Customers through Education-based Videos in E-commerce

PhDr. Ladislava Knihová, MBA

Assistant Professor

[email protected]

UNIVERSITY OF ECONOMICS IN PRAGUE FACULTY OF BUSINESS MANAGEMENT

DEPARTMENT OF MARKETING

(28)

Thank you for your attention!