Find out what personalized video is, and how it can help businesses and organizations better understand and meet the needs of their customers whilst delivering greater satisfaction, loyalty, and profitability.
Personalized content is Changing the Game
Businesses are constantly searching for new ways to engage their customers and stand out from the competition. One of the most effective ways to do this is through personalized video marketing. A powerful data-driven tactic that combines the persuasion power of video with the precision of personalized content.
This article summarizes the key benefits of employing personalized content in marketing and communication efforts, and goes on to explore personalized video, one of the most effective and creative uses of customer data.
Personalization has quickly become a cornerstone of modern marketing and communication, shaping the way companies and organizations engage with their target audiences.
But it is not a new phenomenon. The history of personalization can be traced back to the early days of direct mail advertising, but it has evolved dramatically with the rise of digital technologies and increased access to qualitative data.
Today, a wide range of personalization technologies exists, enabling businesses to deliver targeted and relevant content to their customers and members. More often than not, these personalizations are combined with Marketing Automation (MA), enabling companies to deliver personalized & data-driven experiences. Both at scale and automatically.
Personalized content and experiences provides significant advantages to companies and organizations, leading to improved marketing outcomes and customer satisfaction.
According to McKinsey, companies that excel at personalization generate 40% more revenue than average companies through:
There are several media that can accommodate personalization (to various degrees), including:
From here onwards we'll focus on the last of these points, and demonstrate how putting video at the core of your company or organization's personalization efforts can help deliver amazing results.
Personalized video marketing is a powerful tool that combines the engaging nature of video content with the advantages of personalization.
By integrating tailored elements such as the viewer's name, preferences, or past interactions with a brand, the resulting videos create an immersive experience that captivates the viewer, captures their attention and increases the likelihood of them taking action.
To get a better understanding of how this technology looks in practice, check out ICA's data-driven year-in-review and see if you can spot what data that goes into it:
Personalized video has the potential to greatly enhance a company's or organization's ability to engage their audiences and capture their attention. In order to prove that potential we ran an independent A/B test which found that data-driven videos outperform generic video by a considerable margin. Results showed 3x higher conversions, a 5x increase in time spent with the brand, and a 7x increase in engagement.
By leveraging personalization technologies and harnessing the wealth of data available through their CRM or CDP-systems, businesses can create captivating and tailored video experiences that make a lasting impression.
Curious to see actual results of data-driven video marketing? Head over to our case-studies.
The short answer: Almost any data.
You can be just as granular as you wish in defining what sort of data goes into the personalized, data-driven video experience you aim to build.
As with any data-driven marketing & communication keep in mind that you need to make sure that the data you are using is of high quality, that your messaging is customer centric and brings value to each individual recipient, and that you have the proper consent to be using it.
Examples of personalization data include:
Yes! CRMs & CDPs are an invaluable source for businesses and organisations looking to create any sort of personalized content and experiences. Making use of the data from your own system in the creation and distribution of video content is just as simple as it would be to personalize a newsletter.
Outlined below is a step-by-step summary of how a marketing automation flow initiated in your CRM, CDP or MA software could be working together with SEEN's API to deliver personalized videos automatically, and at scale:
By combining your CRM or CDP with SEEN's video technology, you can efficiently automate the creation and distribution of personalized videos. This allows you to serve your audience with data-driven, engaging and relevant content at the right time.
In the case that if you want to simplify things even further, SEEN is also able to help with the distribution of your films.
Want to get more technical? Check out our API-documentation!
Personalized video can be utilized effectively at various touchpoints throughout the customer journey, enhancing engagement and driving conversions - far outperforming more traditional approaches.
The entire process can be automated through the use of triggers and logic defined within your own CRM. This always-on approach ensures that personalized videos are delivered to the right audience at the right time, maximizing the impact of your content.
Listed below are a few key use-cases for the customer journey:
By including data-driven & personalized video into the customer journey, businesses can deliver highly relevant and engaging experiences that resonate with their audience. The 'always-on' nature of these campaigns ensure that videos are sent in a timely and efficient manner, maximizing their effectiveness and driving tangible CX-results for each touchpoint.
Want to see how personalized video performs in the customer journey? Make your way to our case-studies page and use the category and industry filters to refine your search.
Download our whitepaper to find out how data-driven and personalized video can help fix a broken customer journey, and how to make use of every touchpoint to earn unmatched engagement and attention.
What is a personalized video?
At its core it is simply a video that has been customized to meet the needs and preferences of a specific individual or audience. This can take many forms, from including the viewer's name and other personal details in the video itself, to tailoring the content and messaging to the specific needs and interests of the viewer.
Personalized videos are often used in marketing and advertising campaigns to increase engagement and conversions, or as an integral part of the customer journey, but they can also be used in a variety of other contexts, from education and training to customer service and support.
What is personalized video marketing?
Personalized video marketing takes the concept of personalization a step further, using data and analytics to create videos that are specifically designed to appeal to the target audience. This can include everything from customizing the messaging and branding to using targeted calls to action and other marketing tactics to increase engagement and conversions.
One of the key benefits of personalized video marketing (or data-driven video, as it is also called) is that it allows businesses to create content that speaks directly to the needs and interests of their audience. By using data and analytics to understand the preferences and behaviors of their customers, businesses can create videos that are more engaging, more effective, and more likely to result in conversions.
How does personalized content work?
Personalized content works by using data and analytics to understand the preferences and behaviors of a specific individual or audience. This data is then used to customize the content and messaging to meet the needs and interests of the viewer.
For example, a retail website might use data on a customer's past purchases and browsing history to recommend products that are relevant to their interests. Or, a technology company could make use of personalized video content to onboard new customers - giving them the guidance they need when they start using the platform.
The key to effective personalized content is collecting and analyzing the right data. By understanding what their customers are interested in and how they behave, businesses can create content that is more engaging, more effective, and more likely to result in conversions.
Why is personalized marketing important?
Personalized marketing is important for several reasons. First and foremost, it allows businesses to create content that is more engaging and more effective at driving conversions. By tailoring the content and messaging to the specific needs and interests of the viewer, businesses can increase engagement, build stronger relationships with their customers, and ultimately drive more sales.
Additionally, personalized marketing can help businesses stand out from the competition. With so many brands and products vying for consumers' attention, personalized marketing can help businesses cut through the noise and connect with their audience on a more personal level.
Finally, personalized marketing is important because it is what consumers have come to expect. In today's digital world, consumers are used to receiving personalized content and recommendations based on their interests and behaviors. By not offering personalized marketing, businesses risk falling behind the competition and losing customers to more innovative and customer-focused brands.
What CRM and Marketing Automation software supports personalized video?
Assuming that you are planning to use SEEN the answer is quite easy: Most, if not all, CRM and Marketing Automation software will support personalized video projects, through our easy-to-use API.
In the past we've worked with SAP, Hubspot, Lime, Salesforce, Microsoft Dynamics, Intercom and countless other CRM, CDP and Marketing Automation softwares. In addition to that we've also helped realize projects through middleware such as Zapier, Make and n8n.
If you are curious to find out if our video personalization platform has worked with your particular system (or systems) in the past - be sure to reach out! Chances are our customer success-team has plenty of experience to share.
How are personalized videos produced?
Personalized video production may seem like a complex and time-consuming process at first glance, but it is surprisingly similar to producing a regular video. The primary differences are in the planning and scriptwriting stages, where the variations are identified and conceptualized. The actual filming and editing remains largely the same.
Personalized video content can easily be included in the scope of a regular video production, allowing businesses to cost-effectively maximize the potential uses of the video content they are planning to produce.
You can find more information about personalized video production in our production guide
As personalization technology continues to grow in popularity, companies and organizations that adopt it as a strategy to engage their customers or members will be better positioned to cut through the noise and stand out in a crowded marketplace.
Delivering bespoke video content that truly resonates with each individual viewer fosters stronger connections, drives conversions, and ultimately helps achieve marketing and communication goals.
If you are interested in finding out more about data-driven, personalized video or explore the potential use-cases for your own company or organization, just send us a message - we'll be happy to show you more.