What makes personalized video marketing work? As we await the expanding impact of AI, marketers are using platforms to draw on their data for increasingly targeted messages.
At the personalized video platform Idomoo, CMO Yotam Benami believes five best practices can determine the difference between failure and success.
Paul Talbot: What have we learned about how to use data to personalize marketing videos?
Yotam Benami: We’ve learned a few things that hold true for nearly every campaign.
- Personalize early. A lot of times, this can mean putting the customer’s first name in the first few seconds of the video. You want to signal to them right away that this video is different from all the other generic brand videos they’ve seen in the past. Early personalization significantly improves engagement.
- Use the data to drive real personalization. While it’s nice to hear your name or see relevant useful information in a video, true personalization is so much more than that. Every video tells a story, and that story should change depending on the viewer. It isn’t enough to tell the same story to every viewer, simply replacing data points like names, numbers or purchase history.
- The data should drive the story. Take gaming as an example. A player with record-breaking achievements has a substantially different story to tell than one who’s struggled to advance through a game.
- Personalize with purpose. Over-personalization can be unnecessarily complex and tedious, while name-only personalization leaves a lot of value on the table. Marketers should think about their goals when creating a data-driven video. Then focus on using the data that supports those goals.
- Think lean-forward. Video is traditionally a lean-back medium, but we’ve found that adding lean-forward elements such as CTAs or interactivity can really drive ROI.
Talbot: What’s involved in the process of deploying data to personalize marketing videos?
Benami: The process essentially involves creating a master template with complex logic to determine who sees what in their final video. So, if you’re a new customer versus a longtime customer, for example, you’ll see something different. That dynamic field might be text or an image or video-in-video. You might even see alternate scenes or have scenes added or removed.
Then the videos are rendered either in batches in advance or in real time. Real-time generation means their video is available at the click of a button and always uses the right data, just like it should.
Talbot: What kind of data does a marketer need to make this work?
Benami: You need to have clean data. If you don’t have the right data, you won’t get the right video. But you don’t need reams of data to create a personalized video. Start with what you have. Use their first name. It adds a human touch.
You can enrich your video with contextual data or even by asking the viewer for their input. They can answer questions or information about their needs and interests that lets them generate a new video based on that information, like a custom quote, and it also helps you understand more about your customer.
Talbot: How are these personalized videos delivered… email, text, or something else?
Benami: Personalized videos can be delivered by almost any method: SMS, in-app, email, MMS or even web.
Talbot: What type of marketing objective lends itself best to these data-driven personalized videos?
Benami: The best uses are those that have clear and measurable goals.
- Drive sales.
- Brand advocacy.
- Self-serve customer care.
Talbot: Any other insights you’d like to share?
Benami: If you know video marketing, you know it has its flaws. Videos are hard to produce. They get dated quickly. They’re not interactive. They’re not contextual for the user.
But interactivity, up-to-the-minute relevance and contextualization are all things we’ve come to expect as internet users. And why should video be any different?
Videos can be evergreen and interactive. You can connect your video to live data feeds, whether that’s the weather or your retail inventory, so it continually updates in real time.
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