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.
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.
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
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.
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.
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.