Personalised interactive video: the gold standard of video marketing
By Liz Roche, Director, Product Marketing Customer Engagement Solutions, Pitney Bowes
In another era, prior to the “Age of the Customer” in which we currently find ourselves, marketing videos may have been effective at getting a company's messaging across, but the communication was essentially a monologue – a person speaking generally to all viewers.
Today, static videos are still effective marketing tools and popular among viewers – video accounted for 64 percent of all consumer Internet traffic last year – but consumers' expectations have escalated. They now want an interactive, personalised experience. To meet this demand, companies are turning to personalised interactive videos and handing over the keys to the viewer, allowing them to control their own content journey and create their own unique experiences.
These videos are the future of customer engagement, and for some prominent companies, the journey to the future has started, although they still have plenty of work to do.
Take, for example, SAP, whose top-line YouTube channel categorises its videos into buckets corresponding with individual buyer personas. Retail customers can subscribe to the SAP for Retail channel, those interested in customer relationship management can browse the SAP CRM channel, and on it goes, across 11 different channels.
However, these videos don’t allow the viewer to control what they see within a video, when they see it, or what their personal journey through the video looks like. Nor do they provide individual personalisation based on data and information known about the viewer.
Another example of a company experimenting with personalisation and interactivity in their videos is Roku. The streaming media company has begun rolling out advertisements that are not only targeted to specific viewers based on their viewing habits, but that also offer real-time interaction through games and virtual tours.
These advertisements have the potential to solve the age-old problem of viewers changing the channel or turning out entirely when a commercial comes on, but Roku, like SAP, may too be missing an opportunity to allow viewers to truly design their own adventure.
‘I Loved Your Video. I Watched It As I Had My Coffee.’
To understand why personalised interactive videos are the gold standard of videos today, and what SAP, Roku and others are missing, consider the story of Florida-based Security First Insurance. Its challenge was to help its 227,000 policy holders better understand their coverage, while offering them an exceptional customer experience and streamlined catastrophe response, all in an easy-to-understand format.
Since Security First started using personalised interactive videos, its customers have been able to control which videos they view and when they view them. They can be directed to a number of next steps from the videos, including reading the blog, speaking with a sales rep or visiting a customer service portal.
The feedback from customers has been positive. Three in four watch at least four minutes of video, and as Security First’s marketing vice president Marissa Buckley tells it: “People are saying, ‘I loved your video. I watched it as I had my coffee’.”
The Bottom Line Benefits
As Security First has shown, personalised interactive videos keep customers engaged at a time when they're being pulled in many different directions, and if they're properly integrated into a company's overall marketing strategy, these videos will elevate the customer experience and establish new heights of customer engagement.
So why wait? It’s time to quiet the set and start shooting your personalized, interactive videos today.
To learn more, watch a Pitney Bowes personalised interactive video demonstration in action.