ATYPICAL

This Monster Marketing Mash-Up is the Next Trend

By Sarah Malcolm
Trends come and go, but the push towards video marketing is not slowing down. Neither is the need for personalization. Both buzzwords are claiming to be the next big thing in digital marketing. But rather than thinking of them separate, what about taking these two monsters and mixing them together?

Trends come and go, but the push towards video marketing is not slowing down. Neither is the need for personalization. Both buzzwords are claiming to be the next big thing in digital marketing. But rather than thinking of them separate, what about taking these two monsters and mixing them together?

Think about this:

So both consumers and businesses are using video to inform their decision-making, and they prefer personalized content.

It’s a natural evolution that these two big trends would intersect in a big way to deliver personalized video marketing. Forbes recently wrote about personalized video content as the breakthrough marketing technique brands need.

What’s the end goal of personalized video marketing?

As with everything we do, it's all about creating a memorable experience for the end user.  Personalized messaging allows you to connect with more people and improve how they engage in your message. 

Increased engagement translates to the things marketers can measure: the click-throughs, open rates, conversions, and end sales.

In an era where more people use ad blockers or are becoming more selective about their content, personalization is how you cut through to reach people. People don't want to be served a screwdriver when they need a hammer to get the job done. It’s our mission as digital marketers to customize our messages to actually reflect their needs.

How to personalize your video content?

An Evergage survey of marketers from 2014 found 46% cited lack of time as the biggest hurdle to content marketing personalization. We definitely see how personalizing messages for every single consumer becomes time-consuming and isn’t always realistic for current work processes. But you can do it today!

First, let's rethink what personalized video can be. The term simply means any video content that is customized and relevant to audience groups. How you create those groups is completely up to you and your brand based on your target audiences. 

So instead of creating individual videos, start by creating groups of videos targeting particular consumers. For instance, create customized videos for new customers first engaging with your brand. 

The next level, of course, is to get down to the individual. There are tools that allow you to create one video personalized with your customer’s name inside it, like this one. Create your own special template and upload photos--just like Facebook’s personalized videos. Or, take the time to target particular key clients. Occasionally do specialized videos like a slideshow last time your client visited your office. 

Where can you use personalized videos?

Anywhere that supports video is good for using a personalized video. Create them for specific landing pages to surprise and delight your audience. Add one to your email marketing campaigns to individualize the experience for your viewers. Design tailored videos reflecting specific customer journeys. Here’s an example using personalized video to entice someone to sign up for a conference.

The potential for personalized video is amazing. You can create be individualized experiences that allow people to see your company is human. Our partner, Sea Monster, makes incredible video marketing specific to your needs. Their work is impressive, and your customers will be , too, when you serve them with personalized video marketing. Just make sure you tell the stories that really matter to the people but you are serving. 

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