Saturday, October 30, 2010

New Strategies for Marketing and E-Commerce

Businesses that sell product online can benefit greatly with an online video marketing plan. Studies show that video is more effective than any other medium for building brand recognition and generating sales. But today’s consumers are savvier and more skeptical than ever, and will quickly click away from obvious pitches that don’t provide them with any intrinsic value. But according to Rico Nasol, Content Team Senior Manager for Zappos, "Online video is another way for the customers to see the product and the company culture.” The E-Commerce giant sells over 300,000 different products, and the company sells anywhere from 6-30% more merchandise when accompanied by videos. At the Online Video Platform Summit, our panel session, "New Strategies for Marketing and E-Commerce", will offer practical advice on how to make your content more compelling and use video to create brand awareness and loyalty, and to increase sales conversion rates.

Confirmed speakers for this session include:

Justin Foster, Founder, Video Commerce Consortium (Moderator)
Justin is Co-Founder and VP Market Development for Liveclicker, Inc., an early stage technology startup, where he is responsible for developing the overall market for video commerce in the e-commerce industry. Video commerce is a new paradigm for facilitating e-commerce through video content, leveraging both established and emerging online marketing channels. Additionally, Justin is President and Founder of the Video Commerce Consortium, the industry's largest trade group devoted to advancing the use of video in e-commerce. The VCC currently counts over half the Top 500 retailers as members.

Justin has extensive experience in the online marketing industry, especially as it pertains to e-commerce. Prior to Liveclicker, Justin led the services practice for WhatCounts, Inc., an email marketing services provider, where he was responsible for all services revenue and management. He also founded the Email Marketing Roundtable, an industry discussion forum that represents over 1,500 email marketers worldwide including the majority of the largest online retailers in North America.

Read more: The Top 5 E-commerce Video Mistakes |

Scott Anderson, Director E-Commerce, Vitamin Shoppe

According to Scott, it's all about the results. No smoke, no mirrors, just an experienced focus on the fundamentals. Scott is a 30-year marketing veteran running a $70MM+ eCommerce P/L for a 460-store specialty retailer. He's a two-time winner of the American Marketing Association's Effie Award for marketing effectiveness (Crayola and IBM). Scott is also a professional musician and part of, 7 in Dog Years, a Westchester band covering rock tunes people love but seldom hear. as well as co-founder of the coolest business on Earth: visit

What began as a single store in 1977 has evolved into more than 400 locations in 37 states and an informative and easy to shop web site, The Vitamin Shoppe offers over 20,000 items from more than 400 name brands. Consumers can choose from the most trusted names in Health & Wellness, Sports Nutrition, Weight Management, and Personal Care.

Read more: Video Commerce: The Quiet Revolution in Online Video -

Jimmy Healey, Senior Manager Social Media,

As the Senior Manager of Social Media and E-commerce Jim Healey leads the evolution of Social Commerce for through the use of Social Media, Video, Blogs, PR, Community and Mobile. Including: the evelopment of campaign plans for Social Media as a channel within the overall campaign calendar (PR releases, blogs, videos, and other content/events). is the nation's first online shoe retailer. Profitable since 2000, it's also the only privately held Internet business among its competitors and continues to enjoy revenue growth rates in the high double digits year over year.

Read more: Top 500 - hikes up conversions with ratings and reviews - Internet Retailer and here: Video Commerce Summit – A Hugely Creative And Collaborative Experience

Laurie Williams, Video Product Manager,
Laurie helps make Zappos videos go. Laurie Williams is the Video Product Manager for, who she’s been an employee for since January 2005. Before that she served in the U.S. Army. was founded in 1999 with the goal of becoming the premiere destination for online shoes. Since then, has become much more than just an online shoe store.

Read more: Selling Your Business Culture With Web Video – The Zappos Experience

Jordan Blum, CEO,
Jordan is the President of, a leading online retailer of beauty and personal care products. At Jordan has helped build its pioneering "LaunchPad" marketing platform that takes advertising to the next level by seamlessly placing products in highly popular beauty and fashion related online videos that are being watched by millions of engaged users worldwide. These videos are produced by "BeautyStars" who are credible and proven influencer's. Collectively, their videos have been viewed more than 300 million times and they have over 1.7 million followers on Twitter, YouTube, and Facebook. Jordan graduated from the University of Southern California with a business degree in Business Finance.

Founded by beauty industry experts, is trusted by consumers to carry only authentic, high-quality branded merchandise with a money back guarantee. carries a complete line of premium and popular brands at the most competitive prices, including Andis, Babyliss, Chi, Barbar, Clarisonic, Conair, Elchim, Hot Tools, Helen of Troy, Mason Pearson, Oster, Solano, Wahl, Wigo, and others. Visit for more information.

See this video: YouTube - Product placement on steroids with Jordan Blum, at SES New York 2010

The Online Video Platform Summit is a two-day event designed to help organizations of all types, not just those for whom video is their core business. Held on November 2-3 in conjunction with Streaming Media West in Los Angeles, the Online Video Platform Summit is designed for video publishers of all types and sizes, whether small businesses looking to publish content for the first time, independent entertainment content creators, large media organizations, or anywhere in between. You can register online for the OVP Summit or Streaming Media West show and get $300 off Streaming Media West with the discount code of DRF1.