How Live Streaming Video is Being Used to Educate Digital Audiences about Physical Products

How Live Streaming Video is Being Used to Educate Digital Audiences about Physical Products

Marketing is drastically different than it was twenty years ago.  The pace of product and service development has increased, thus giving consumers a wide range of choice. Likewise, the channels to market and the media to promote products and services have increased dramatically. Twelve months ago there were reportedly 800 martech companies, today there are over 1,800. 

Due to these changing market dynamics, marketers are faced with an educational challenge.  They not only have to efficiently educate consumers and shoppers on their physical goods and services at scale to succeed, they must also educate employees (e.g. sales reps, customer service) along with their wholesale and retail partners, on their products and brand proposition.

At mCordis we often note that a brand is a collection of experiences; not just the product or service.  No one knows this better than those at Brandlive.

 We recently interviewed Steve Gehlen, Vice President of Marketing at Brandlive, who  explained how Brandlive’s customizable, cloud-based, live interactive video platform is being used by leading product brands and retailers to leverage real-time interactive video to educate strategic stakeholders, including customers, shoppers, employees and channel partners. 

Founded in Portland and originally based out of renovated 1930’s railcars, Brandlive is a relatively new and innovative company. Brandlive integrates live video, social interaction, and product information to bring product stories to life.  To put that in simpler terms, Brandlive offers a software platform that allows its clients to communicate with people in and outside the company using live interactive product-focused video.

We believe, as do other leading marketers such as Coca-Coca, Kimberly Clark, etc., that content is what binds a successful marketer’s efforts going forward. Content binds and unifies the brand experience across owned, paid, earned, and shared media.  Since 93% of marketers use video some way or another, it shouldn’t be foreign to any marketing company.  However, when interviewing Steve Gehlen, he stated that “when our customers work with us to conduct live video-based events, most of them have never done this before”.  Live interactive marketing via video is much more effective at captivating and keeping the viewer’s interest.  The average pre-recorded video is only viewed for two to three minutes on average.  Live interactive video on the other hand is viewed for an average of twenty minutes during Brandlive-based events.  This goes to show how effective live video is at keeping viewers intrigued. 

One of Brandlive’s client’s Adidas recently showcased the power of live-video training. Adidas used to fly sales reps into Portland each year to be educated on new products coming to launch.  Now, thanks to Brandlive they can keep sales reps in the field and showcase their new products via Brandlive.  Brandlive isn’t just beneficial internal training, it is also effective on the business-to-consumer end.  Online shoppers are 85% more likely to buy after viewing product videos[1]and Brandlive customers have seen ecommerce conversion rate increases of 3x or more over traditional digital campaigns.

We’re looking forward to monitoring Brandlive’s success and the success their customers are having through Brandlive powered video content. We encourage you to check out their website at and see how Brandlive can help benefit you and your business.

Managing Partner at | Website

Michael Becker is an intentionally recognized identity & personal information management solutions strategic advisor, speaker, entrepreneur, and academic. He advises companies on personal information economy business strategy, product development, business development, and sales & marketing strategies. He also represents them at leading trade groups, including the Mobile Ecosystem Forum. Michael is an advisor to Assurant, Predii, Privowny, and Phoji. He is the co-author of Mobile Marketing for Dummies and a number of other books and articles related to mobile marketing, identity, and personal information management. He is on the faculty of marketing of the Association of National Advertisers and National University. A serial entrepreneur, Michael founded Identity Praxis, co-founded mCordis and The Connected Marketer Institute, was a founding member of the Mobile Marketing Association (MMA), and was on the MMA board of directors for ten years and was MMA’s North American Managing Director for three years. In 2004, Michael co-founded iLoop Mobile, a leading messaging solutions provider. In 2014, Michael was awarded the 2014 Marketing EDGE Edward Mayer Education Leadership Award for his commitment to marketing education.

Max Thorpe

Max "Millennial Max" Thorpe. He loves Chipotle Mexican Grill, Snapchat is his favorite social media app, he is an avid Netflix watcher, doesn't watch much TV, and was born in the early ’90s. He works as the digital marketing manager for WeVideo by day where manages SEO endeavors. Having a background in working for startups he has by necessity developed the skills to fill the roles of a variety of marketing positions that would traditionally be covered by a team in a larger company. These skills include website design, written content (short tail & long tail), video production (filming, sound editing, & video editing), marketing strategy (journey mapping, & storytelling), SEO (keyword mapping, on-site SEO, technical website optimization, & acquiring backlinks), PPC campaign management (Google AdWords), and performance analysis. He has a passion for the rapidly evolving world of marketing due to the proliferation of mobile devices.

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