Personalization = Revolution? Video Marketing That Feels You

Skeleton whole body ant lat views

I couldn’t get what the hell advertising is when I was a kid. It seems to be a total absurdity: random men and women in a TV screen were falling over themselves to persuade me how great their products are. They were telling me that I definitely should buy those apartments located on the other side of my town or urgently get a massage chair which will heal my sciatica in a day.

No one in my family had sciatica and we have already had a great flat in a good place. I could go days before I spot something really relevant to me or my parents. It was so rare occasion, that I wondered: why should we see this? It’s not for us.

Skeleton whole body ant lat views
What the hell is sciatica anyway?

Fact: there is no ad targeted on kids. They can’t buy.

But a vision of childhood eyes clearly demonstrates how every adult feels like when he or she sees a pushy ad not meant for them.

Something like this

Thus, years have passed, but multi-purpose advertising is still annoying. Fake smirks, tattered plots, and a bunch of offensive clichés — all these things make a standard recipe for one-size-fits-all commercials. They don’t make anyone buy only forcing us to turn this off. But we know what does.

How Less Became a New More: The Rise of Personalization

Modern marketing is on the cusp of a tipping point. Old advertising methods don’t work anymore, so the leading companies start adopting new ways to attract customers. Chatbots, storytelling, growth hacking, SMM, and inbound marketing strategies are at the peak of their popularity. But what really can raise your company over the competition is personalization.

According to ImpactBND, 85% of marketers say their audience segments are too broad. Companies struggle to cover more people who can be potentially interested in their products, so they send tons of generic newsletters, put their ads on the billboards across the city, and waste a lot of money to be broadcasted on television.

But what if you send fewer emails, but make them sound more personal? Well, you will profit: they drive 6x transaction rate over generic emails as ImpactBND reports. So you can send 3x fewer emails and get 3x higher traffic. The same applies to other marketing channels: 86% of customers confess that personalization plays a big role in their purchase decisions no matter where they see the ad. Who doesn’t like when a brand literally reads your mind and offer you exactly what you need?

Therefore, it is not surprising that personalization makes your ROI go through the roof — it’s 5-8x higher than non-personalized marketing campaigns could ever bring. Thus, the new motto for far-sighted marketers might be: “Quality over quantity, personal over generic, less is a new more.”

The Future is MP4, AVI and MOV

No GIF? Oh, okay 😞

Let’s look at some eloquent statistics regarding online video content provided by Hubspot. 76% of surveyed marketers say video marketing helped them increase sales and traffic, while 80% reported that customers started spending more time on their websites after incorporating videos into their marketing strategy. 81% of businesses have already used videos. 99% of them liked the results and will continue.

Why are videos so effective? To answer this question, we’ll start with you. When was the last time you watched the video? Today? Yesterday? A couple of hours ago? Just now in the background? And yes, Instagram stories and Youtube vlogs also count!

An average user dedicates about 1.5 hours to watching videos. We all got hooked on video content without realizing. And we can’t get off this train: movies, clips, video ads, and Instagram stories will run the world until someone will invent something drastically new. But I see only the improvement of video content in the nearest future: VR, AR, Internet of Things, and other rising technologies are somehow related to the good old visual motion which is the essence of the video.

Experts say almost the same. Cisco reports that video will represent 80% of the internet traffic by 2021 (in the USA this number might probably exceed 85%). Moreover, we will have about 1.9B video users — that’s 24% of the global population.

Just take a look at your Facebook feed. Video much?

Video + Personalized Message = Success?

So what will happen if we blend two skyrocketing marketing techniques? We will get a very accurate, close-range weapon to win your prospect. The numbers from another Hubspot’s report confirm: personalized videos have 35% more retention rate than non-personalized.

Another evidence that this combination is indeed winning is the example of Adgreetz, the world leading SaaS service focused on the promotion of highly personalized or “smart” videos. Founded in far 2009 by Eric Frankel, it became a harbinger of the marketing revolution. Before setting up Adgreetz, Eric was working as a President for Warner Bros. selling thousands of commercial videos on demand. He actually finds a perfect way to win a customer.

Personalized videos make prospects feel that this particular video was made exactly for them. Adgreetz was the first company which has shifted the focus of ads from company’s goals to customer’s needs and desires. There are a few methods they used:

“How May I Call You?”

It’s sort of offensive when ads treat you as a man, woman, British, Japanese, mother, father, retired, etc. or even simply a “customer”. This suggests that you are only a pawn of the system without personality. In such a case, the following thought crosses my mind:  “Hey, I have feelings and individuality. You’ve just spoiled them, so I won’t buy anything from you”.

Adgreetz and its followers changed the game. Using the name, a personalized video gives you value and respect. And it doesn’t use this data in a creepy way, it politely asks “How may I call you?” and suggests to share your Facebook name or enter it by hand.

Smart Data Usage

Personalized videos are also called smart because they can recognize who, when, and where needs the product. You as a brand can collect such data as location, time of a day, pages viewed on your website, device information, and some other variables that tell a lot about user’s needs. It is so different from the strategy maintained during non-personalized campaigns when you are simply bombarding the roughly targeted audience with your ads.

Sharing and Recommendations

These ads are often built on the principle of a “friend or influencer recommendation”. The user can see the video where brand’s mascot or company’s representative says something like “Hey (name), your friend Joe told us that you always wished you had a VR headset/a washing machine/a BMW car/etc. We have one for you, wouldn’t you like to take a look?”.

Now a friend recommendation is more widespread, but previously Adgreetz used celebrities to create personalized messages to customers. People trust their friends of influencers more than messages received directly from the brand. Especially, when it comes to their inner circle — they will likely open and read/watch such a message urgently.

The results of Adgreetz’s endeavours? Flipkart got 3x increase in CTR and 2x increase in revenue. Disney boosted their open rate by 81% and CTR — by 74%. Toyota experienced 960% growth in opens and 79% increase in CTR. Does it sound impressive enough for you?

Then Stop Forcing and Start Feeling

Except for Adgreetz, there is a myriad of services that can embody your intention in life — SundaySky, Vidyard, Idomoo, and many others. The development of the custom video marketing strategy is no more just “another great option” to promote your brand, it’s a modern-day must.

First of all, you need to know your prospects deeper. Get away from your goals and plans for a minute and try to put yourself in the place of your potential customer. Brands use videos because they have more impact. Emotions are what drive people to buy, so you should consider this factor as the primary one while creating an influential personalized video.

Visualize. Personalize. Feel your customer.

deep feels
So deep

What’s Next?

To my mind, the next stage of personalization in video marketing is going interactive. Here you not only get personal but involve your prospect in a mini-game what makes your video more entertaining and engaging. The bright example of interactive videos are Instagram stories where you can add polls, links to your website, or even “shoppable links”, so the customer can buy a product right away. But I think it’s a wide topic that deserves a stand-alone article.

Let us know if you wish to learn more about interactive videos or whatever else you like in comments. We are open to any suggestions.

How to use personalized video throughout the customer journey

Video camera

In a fastchanging world of marketing, what used to work a few months ago isn’t generating same results anymore. With time and increased overall usage, marketers started creating a higher number of messages which were increasingly inferior. Naturally, this led to poor click-through rates or conversion rates. Plus with so much noise around, its harder than ever to stand out in the crowd. One quick look at your inbox & you’d realize that it’s full of unnecessary stuff that you have to compete with. Precisely the kind of noise that’s making the old marketing methods redundant...and this noise is what we’re up against as marketers.

Personalized video help you systematically grow your sales funnel
Personalized video help you systematically grow your sales funnel

The audience today expects genuine communication. Not scripted, boring generic messages. That’s exactly where well-crafted personalized videos could make us stand out. These videos are generated to educate and entertain, so our prospects could watch them with keen interest and engage. What’s important is that it helps us solve two major problems

You get audience attention amongst noise with a customer moving ahead in their buyer’s journey.
You could improve those pathetic 0.5-1.5% conversion rates – that we’re forced to become comfortable with.

 

The personalized video is a fantastic way to engage people on one to one level like never before. It changes the concept of communication letting you build trust, relationships, and credibility. With the advent of new tools, its the perfect time for marketers to push themselves to make deeper connections with the potential prospects throughout their journey. Let’s take a quick look at the process.

First, you need to think beyond the name!

A truly personalized video is more than just getting someones name right. The entire message must be crafted towards your viewer, and what interests them in the buyers journey. It’s their occupation, the phone number, their email, their interests, even a job title; you can customize a photo as well, a message wholly based on what they want to see. As a marketer, you are allowed to run your imagination. The possibility of customization is almost endless.

Video camera
Professional videos are worth it, but if you’re a bootstrapped startup, iPhone will do

and with groundbreaking technology, it’s much easier than it sounds. It allows you to imagine a video with content customized to the individual interests of the prospects. You could efficiently & strategically place the personalized elements at the right times on the video. The best part – everything happens even before your prospect comes into direct contact with anybody in your company. This’ll help you cut through the clutter and improve audience engagement at a mass scale. TargetMarketing™ does professional videos and animations alike.

That’s how Flipkart revived their fortunes

Flipkart, the Indian e-commerce giant, decided their ads cannot be same to all people. With that in mind, the higher management was prepared for a major shift!

Flipkart has an equivalent of what people call a Cyber Monday sale in the US, and its called Big Billion Days. They partnered with AdGreetz and replaced one big giant campaign ad with 100,000 personalized commercials, across 20 major metropolitan cities. The campaign relied heavily on customized video marketing based on what the audience has purchased, browsed, left in the shopping cart, etc. Result – Flipkart doubled their revenue from the five-day sale from $500 million to $1 billion.

That’s a perfect example of video personalization done right. All Flipkart did was to analyze the elements of customization considering the data of the recipients and utilize it with precision. As a marketer if you could replicate the same approach, your conversion is bound to get at least 4 to 5 times higher. Just set goals at each stage, and you can use it across the customer journey.

Depending upon the stage of the marketing funnel youre targeting, you can quickly determine the content and calibrate the right messaging for your prospects. It starts with the realization of the problem to the first interaction with your product/service, leading to the ultimate goal – the sale. These stages can be broadly classified into three categories – awareness, consideration, and decision. The idea is to add a personalized video to every step of the marketing funnel and help potential customers swiftly move through the funnel, bringing them closer to a decision to buy or convert. Let’s break the process into realistic goals and see how personalized video can help at each stage.

Awareness stage right at the top of the funnel

Your buyers are aware of the problem and looking for a solution. This is the first touch point, and you’re starting out utterly fresh with these potential customers. While creating the video, keep simple goals in mind – like brand recognition and advertisement recall. The aim is to get more views, a higher level of impressions, and repeated visits. Here are two kinds of video that could potentially work –

1. A well-crafted commercial can highlight your product or service while showcasing a story that directly impacts your prospect.
2. A detailed explainer video is used to break down difficult concepts for your prospects. If done well, the explainer videos have the potential to be distributed on social media platforms without any inorganic push. With the help of smart personalization, explainer videos can bring more engagement You have the option to bring your customers into the video. Maybe it’s their name, their photographs, their interests, or anything else you see relevant.

The goal here is to keep them engaged for a long time and increase your clickthrough rate. You are building relationships at this stage.

Consideration or the midlevel funnel stage

Now the problem is residing in the mind of your potential buyer. It’s fast becoming a pain they can’t endure. They are searching for ways to address this problem. Naturally, they search for this online as well. Assuming that you’ve had at least a single contact with your prospect (retargeting cookie), you have some data for the next step.

For example, if they’ve liked your video – you’re all set for retargeting. Remember, now you’re fighting for the attention and the need to convince your buyers that you‘re better than your competition. You have to stay on top of their mind. You have to remember they’re more likely to buy a product online after watching a quality video.

The goal at the consideration stage is simple. Whenever thinking about theproblem, the prospects should immediately associate with your brand and think like someone with a solution. This is a place where they become a lead since they are closing in towards your product/service. Some videos that make sense at this stage are

1. Testimonial Video can be used to add credibility and push them further in the funnel.
2. FAQ Video offers clear answers to their queries. You immediately become a rich resource to solve your prospect’s problem.
3. Product Review video showcases the complete procedure of how your product solves a particular problem.
4. Product tour video can help them visualize the solution and increase their connection with your brand.
5. Webinars help you tailor the content to each viewer by including the personal information of your audience. When you use their name, and personal details on each page, the whole message seems explicitly designed with them in mind.

Decision or Conversion stage (End of the Funnel)

You should already pat on your back since the prospect has made it so far. Although, they are yet to make a purchasing decision. Given the volatile nature of this stage, this is the right time to showcase your value. Create additional credibility through stats, case studies, coupon codes, incentives, and extended free trials. Your call to action also becomes crucial.

It’s like crossing the final line in a race – you’ll know when you’ve arrived. There would be an uptick in sign-ups, sales, clicks, etc. Some videos that will help at the decision-stage –

1. Process video – Show them the easy nature of using your product/service. It can be in the form of a tutorial video where you take them one step at a time towards the final solution they are looking for. When they view the whole process, there is a temptation to try out the product, and that’s where conversion happens. With personalization cues thrown in, the video could show how natural the actual process is. Theyll be excited to give it a try.
2. A customized personal videoUsing the user data, send an invitation to the prospects that appears it was entirely made just for them. Remember, getting the customization right is very important here. Something personal like a birthday coupon at the right time can be just the final push that is needed for the conversion. A ticket with your prospect’s name on it would work fine as well.

Post sale experience

Conversion or sales is not the last stage. You need to offer greater expertise and show your support after the deal is done. A personalized video at this stage can help reinforce your brand. For example, onboarding videos work really well. The idea is to offer something they appreciate, and your competitors don’t offer. It makes you deeply integrated into their memories. That’s how you create repeat customers and invite word of mouth strategy.

Concluding thoughts

Personalizing a video is far more comfortable than you can imagine. With better technology nowadays, it comes down to the quality of the data source – be it CRM, billing systems, trackers, manual databases and so much more. You just need to map your content marketing to the funnel. With advanced tools at your disposal, you are bound to see high ROI.

A word of caution here. A personalized video showcases your brands point of view. So, it’s important that you should not interrupt your prospects. Remember, your here not just to sell but to create a relationship. The video should not be intruding and should be relevant to what you’re offering. As a marketer, you have a responsibility.

The era of personalization started almost a decade back with e-cards that were customized for Valentine day. With access to tools and experts, it’s amazing to observe how far the technology has come. These videos have moved across different teams in your company and quickly getting integrated into your CRM. You could effectively talk to every prospect and have a unique conversation. Fact is, even within extremely modest video budget, you can get pretty creative with your solutions. All you need is to jump to the next step.

Don’t be late to this party or you will regret it!

Be sure to go to Target Marketing™ website to learn more and let us help you get more customers.

Why Chatbots are More Effective than Emails: 5 Proofs

Would you like to see an epic fight between chatbots and email marketing? You have such an opportunity right now. Read this article and find out who won.

Match: ChatBots vs. Email Marketing. Score: ? — ?

Welcome to the final match of the Sales Champions League! Today email marketing will compete with chatbots for the title of the world’s best marketing tool as of 2018. But first, let’s provide a short background on our nominees.

Email Marketing: a Salesperson’s Weapon of Choice

Email marketing is a multiple winner of the tournament. Many people believed that the focus on social media is a better marketing strategy, but email marketing still leaves SM far behind сontrary to expectations.

According to the McKinsey research, email marketing is 40 times more effective than social media including Facebook, Instagram, and Twitter. It is among the highest-performing marketing channels and the best tool when it comes to personalized sales.

Let’s back up our allegations with some relevant stats. 91% of consumers check out their email box once in a day. Social media can’t boast of such a success rate: Only 70% of Facebook, 49% of Instagram, and 36% of Twitter users use these websites daily.

Needless to say, email marketing brings more sales than TV, banner advertising, phone cold calls, etc. But today the king faces a very tough challenge. Our prediction: it will yield its positions and will be highly likely outrun by its rival.

Let’s figure out why.

ChatBots: a Breath of the Fresh Air for Digital Marketers

We are living in a golden era of the technology — artificial intelligence is in its prime, marketing automation is adopted by 79% of top companies, and everything is being connected to everything through the IoT. This combination of circumstances has bred the new marketing automation instrument — chatbots.

A chatbot is an AI technology aimed at automating sales cycle by acting as a smart medium between the company and its prospective clients.

Email marketing and chatbots have much in common. They both have the same goal — to walk leads through the whole sales cycle and make them eventually buy. Both instruments are based on precise targeting, personalized approach, and work only with already segmented leads, unlike the majority of marketing channels.

What’s the difference? Using e-mail, a salesperson should constantly check an email box and follow up with the prospect by hand. Using a chatbot, all you need is to link it to the data you have and provide your customers with insights based on his/her questions.

As you can see, chatbots are much more effective than chatbots due to… WAIT! Just look what happens on the field: chatbots have just scored a goal! What a wonderful hit, chatbots are in the lead.

1 – 0: 98% Open Rate Against 21.8%

An average open rate of email comprises 21.8%. This way, you lose over ¾ of your prospective customers because they are simply not interested in the emails sent by companies. We can take a look at even more eloquent stats provided by MailChimp, a world’s leading marketing automation service.

MailChimp determined an average open rate by industry. The most successful email campaigns are run by art (27.23%),  governmental (26.33%), and religious (26.46%) organizations. The businesses that prospered the least are dealing with e-coupons (15.22%) or operate in eCommerce (16.75%). This is not impressive at all.

Chatbots, on the contrary, demonstrated 98% open rate in the experiment conducted by Olyo, a direct marketing platform. These results inspired Olyo’s owners to scale their business further.

2 – 0: Much Faster Response

Yes, 91% of people check their emails daily. But how many incoming letters do they read? Answer honestly, how many unread messages do you have in your inbox right now?

For instance, the author of this article has 5124 unread letters in the email box, the majority of them are newsletters, notifications, and brand advertising. For comparison: the current number of unread messages in Facebook messenger is 15, and only 1 out of 15 is from the company. The situation in Instagram DM is even better: all messages were opened, read, and answered.

Most people read letters received via messengers immediately, no matter who sends them. According to ConvinceandConvert, 37% of survey respondents would use chatbots in a case of emergency or an urgent need for a quick answer. This suggests that they themselves would respond to such a message as soon as possible.

3 – 0: Higher Click-Through Rate

We mentioned above that 21.9% of those who received email will open it (on average) when CTR ranges from 1.8% to 4.7%. Chatbots got 98% open rate and CTR of up to 60% (it can vary from 15% to 60%).

Olyo in their experiment also used both channels, and the CTR was 12 times higher in a case of using chatbots.

Let’s look at the example of popular brands among which are Adidas, Just Eat, and HTC. Just Eat’s customers can use the company’s chatbot to seek food venues nearby in a fun way. Here you can just enter a keyword or even a food emoji to get the results. Just Eat has increased their conversion rate by 266% since they launched their chatbot in 2016.

4 – 0: Dialogue Instead of Monologue

When you send emails to your leads, you don’t know for sure if anybody will respond to your message. You don’t ask questions, you don’t receive questions, and you don’t answer questions. You just deliver some information to the other side. This is called one-way communication.

It resembles public speaking as well. One part of visitors listen to your speech attentively, the second part just came to hang out, and only the small part will interact with you at the end of your presentation.

Is it effective to dump all content on your prospect at a time? All we know that food is digested better when you eat small portions, but frequently. Brain food is no different: people perceive and memorize information better when you write less. That’s why Twitter became so popular.

A chatbot follows the same approach. It serves small portions of content, and what’s more important, do it on request. Chatbots always imply a dialog between AI and the prospect. Sometimes you can even confuse a bot with your friend in the next chat. Two-way communication obviously wins: it’s more engaging, more friendly, and more straightforward.

 

5 – 0: Go Interactive

Email is something stable and reliable. Like a Statue of Liberty, it’s standing enlightening the world of marketing. Everybody can see it, but nobody can interact with it.

Messengers are not so widespread and probably will not disclose themselves fully on old devices. But even though some features can be not supported by your phone or laptop, chatbots are way more interactive. Quizzes, virtual tours, how-to lessons, live videos — an average chatbot handles all these things. Such joint “activities” of brand and prospect establish better trust. Trust, for its part, is a key to the long-lasting brand-customer relationship.

Complete Whitewash

 

90 minutes passed, the game is over. The fifth goal performed by chatbots was the last jab directed at email marketing’s chin. However, there is no doubt they could score more if the time wasn’t up.

It seems we have just got a new champion when it comes to the highest-performing marketing channels. Of course, we don’t recommend to give up email-marketing campaigns in favor of chatbots overnight. The best strategy is to integrate chatbots with your business processes gradually and see what results they will bring to your company. We bet they’ll be anyway positive, but don’t just take our word for it — check it out for yourself.