Personalized Video Marketing – Connecting On an Individual Level
Personalization through use of first and third-party data has driven a whole new era in digital advertising. 71 percent of consumers prefer personalized advertising since it is more relevant to their interests. Eighty percent of consumers stated that they wouldn’t mind sharing personal data if it meant they saw fewer irrelevant ads.
Coupled with the amazing growth and appeal of video, personalization can reach whole new heights of effectiveness. Brands that are able to harness the immense potential of personalization and digital video technologies simultaneously will enjoy a tremendous advantage over competitors as a result.
Not every brand has to dive deep into their marketing budget to deliver effective results, either. Here are some creative ways they can incorporate a personal touch into their video marketing without investing in the latest and greatest digital solutions.
1. Customized Video Venues
Personalized video does not always have to mean several versions of a video. Instead, brands can emphasize the personal way a video is presented rather than trying to customize the video itself. Email headers, customized email templates, personalized landing pages, and more can all deliver an experience that feels like it speaks directly to one person, even if they watch the same video as everyone else.
Lenovo used this strategy last holiday season along with a neat little trick: each email also had a personalized video introduction with the recipient’s name written in icing on a gingerbread house. The campaign saw a fivefold increase in opens from those on their email list whose engagement had dropped off in the prior six months.
Brands looking for a quick way to tap into the power of personalization can use this strategy through email templates that auto-fill according to recipient metadata.
2. Localized Product Pitches
Targeted advertising by region can have a pretty dramatic effect on sales. Adding in a few local touches goes even further to helping audiences resonate with the content.
One U.S. senator took this technique to extreme lengths by using Facebook video ads to target in one of the most specific regions possible: a single building. Senator Lisa Murkowski of Alaska fought for years to convince the Department of the Interior to let Alaska expand its public roads through an 11-mile stretch within a wildlife refuge.
To maximize her messaging effectiveness, she targeted employees at the DoI headquarters on 1849 C Street, NW, just a few blocks away from the White House. Not only that, but she made sure the videos rolled only around lunchtime.
The effect was certainly noticeable. The video ad appeared in targeted newsfeeds 7,000 times and got over 2,400 views. Sen. Murkowski is still waiting on her road, but her ambitious targeting efforts show that delivering region-specific messaging does not have to mean confusing others who are both literally and figuratively out of the loop.
3. Getting Real About Personalized Video Marketing
The above two solutions are relatively affordable and flexible, but they don’t represent the true power of personalized video. To see such an effort in action, you likely have to turn to a brand with deep pockets, like Nike.
As part of their Nike+ brand, Nike took information gleaned from thousands of users’ fitness apps in order to deliver customized messages based on the steps they took, the miles they ran, calories burnt, and total time spent exercising. In total, 100,000 unique videos were created by mixing and matching components. The brand also made sure to target large metro regions like NYC, LA, Chicago, and others to tailor their message and make it feel more personal.
Solutions like these can be made flexible and affordable for smaller brands that still want to deliver on the “wow” factor of personal video. Take a look at Optimum’s video content marketing services to learn more.