Video: Why you should personalise your campaigns

Everyone knows by now that video has become a key part of the marketing and communication ecosystem.

Recent statistics reveal that mobile video is one of the fastest growing ad formats with over half of all video content consumed on mobile devices.

In fact:

• 92 percent of mobile video viewers share videos with others.
• 90% of Twitter video views happen on a mobile device.
• Periscope users have created more than 200 million broadcasts.
• 10 million videos are watched on Snapchat per day.

As such, brands, organisations and businesses of all sizes and scale can no longer ignore the opportunities that video offers them to engage with their customers, members, staff, students - whatever audience they are trying to reach.

So what about personalisation?

It’s another crucial buzzword in an industry overpopulated and oversaturated in buzzwords and it’s been firmly on the lips of just about everyone in marketing, content and communications for sometime now…

Personalisation clearly has already established its potential to improve ad quality and reduce ad blocking by making messages more relevant for individuals.

Some brands have been rightly cautious of being too intrusive with their personalisation efforts due to fear of failure and have preferred limiting their personalisation to contextualisation and segmentation, for example using recommendations based on a customers purchase history.

But these are at best false uses of personalisation - they don't provide the meaning or attraction that brands, organisations and business are seeking and in most cases do not resonate with the target audience.

True personalisation is meaningful, one-to-one engagement that delivers a unique, real-time experience for each viewer.

So… Personalisation and Video… Both are buzzwords you keep hearing… Both are things you know as a marketer you need…

Have you thought about combining both? If not you should…

In the digital world we all live in, every action we take leaves some form of digital footprint. As such, marketers, brands, businesses and other organisations have a vast treasure trove of information about how consumers live and what matters to them. Consumers are quickly becoming aware of how the use of personal data is growing and will pull away from a brand if they feel this personal information is being served up to them in a trivial way.

This means marketers need to meet this consumer expectation with true personalisation.

Who is doing it well already and how are they doing it?

Many brands are utilising video to further personalise the consumer journey and reach the right audience through relevant touch points, but now thanks to technology, it’s actually possible to import individual customer data into a personalised video format, and from one video, create tens or hundreds of thousands of unique and compelling videos – each with a message that feels crafted for a specific audience of one... 

This method of engagement has proven to dramatically increase customer engagement and experience.

What’s even better is how many unique opportunities to reach an audience of one are created by using this format… From on-boarding new members, to greatly improving the engagement customers have with bills and annual statements, right through to invitations, thankyou’s, shopping cart reminders, personal travel updates, social share opportunities and more…

Here is a great example from Cadbury Singapore and how they used personalised video as part of the Cadbury GLOW campaign:

Campaign Results:

• 90% of Viewers watched the video to the very end
• 65% clicked through the video to learn more about the related contest
• 34% of leads converted
• The campaigns hashtags #MakeTheMomentGlow reached around 1.6 million Facebook timelines and #GlowMoment reached about 17 million+ timelines with over 5000 tweets.

If you are interested in knowing more about personalised video and in particular native personalised video drop me a message today.

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