The 5 best practices for personalized video marketing


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How does personalized video marketing work? As we wait for the increasing impact of AI, marketers are turning to platforms to leverage their data for increasingly targeted messages.

At the personalized video platform Idomoo, CMO Yotam Benami believes that five best practices can make the difference between failure and success.

Paul Talbot: What did we learn about using data to personalize marketing videos?

Jotham Benami: We learned a few things that apply to almost every campaign.

  • Personalize early on. This can often mean providing the customer's first name in the first few seconds of the video. You want to immediately signal to them that this video is different from any other generic branded video they have seen in the past. Early personalization improves engagement significantly.
  • Use the data to drive true personalization. While it's nice to hear your name or see relevant useful information in a video, real personalization is so much more than that. Every video tells a story, and that story should change depending on the viewer. It is not enough to tell the same story to every viewer by simply substituting data points like names, numbers, or purchase history.
  • The data is supposed to drive the story forward. Take gaming as an example. A player with record-breaking performance has a very different story to tell than a player who has tried through a game.
  • Personalize on purpose. Over personalization can be unnecessarily complex and tedious, while personalizing just the name 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 ahead. Video has traditionally been a lean-back medium, but we've found that adding lean-forward elements like CTAs or interactivity can really increase ROI.

Talbot: What should be considered when providing data for the personalization of marketing videos?

Benami: The process essentially involves creating a master template with complex logic to determine who will see what in their final video. So, for example, if you are a new customer versus a long-time customer, you will see something different. This dynamic field can be text or a picture or video-in-video. You can even see alternate scenes or add or remove scenes.

The videos are then rendered either in batches in advance or in real time. Real-time generation means your video is available at the push of a button and the correct data is always used, exactly as it should.

Talbot: What kind of data does a marketer need for this to 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 tons of data to create a personalized video. Start with what you have. Use your first name. It adds a human touch.

You can enrich your video with contextual data or even ask the viewer for input. They can answer questions or information about their needs and interests that they can use to create a new video based on that information, such as:

Talbot: How are these personalized videos delivered ... via email, SMS or something else?

Benami: Personalized videos can be delivered by almost any method: SMS, in-app, email, MMS, or even web.

Talbot: What kind of marketing goal is best for these data-driven personalized videos?

Benami: The best applications are those that have clear and measurable goals.

  • Drive sales.
  • Storage.
  • Trademark attorney.
  • Self-service 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 difficult to produce. You arrange to meet quickly. They are not interactive. They are not contextual for the user.

But interactivity, timeliness and contextualization are all things that we expect as internet users. And why should it be any different with video?

Videos can be evergreen and interactive. You can connect your video to live data feeds, be it the weather or your retail inventory, so it is continuously updated in real time.

https://dailyaffiliatemarketingnews.com/the-5-best-practices-for-personalized-video-marketing/

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