Personalization is a lofty goal of most every loyalty marketer, no matter the industry. Video is an emerging trend among loyalty marketers as well. Combined, personalized video can deeply impact a company’s customer engagement levels.
“Video is a megatrend for all communication,” HapYak Interactive Founder and Chief Product Officer Kyle Morton told attendees during Tuesday’s Loyalty360 webinar titled, “Building Customer Loyalty with Personalized Video,” presented by HapYak.
In a recent HapYak survey, 70 percent of roughly 200 video professionals that responded said they are doing some degree of personalization—with 28 percent currently personalizing all their content and videos.
There are many ways that companies are approaching video. Some use data-driven video experiences that recommend content based on your interests, choose your adventure-style experiences that provide navigation paths to the content that matters most, or personalized video within emails. Another technique is personalization and targeting of the thumbnail images used on those videos.
Video drives the experience, Morton cited, pointing out various impact points: Advocacy, awareness, engagement, retention, and conversion.
A webinar poll question—“How mature is your video marketing strategy?”—revealed that 34 percent are using some, 31 percent are “getting toes wet,” and 17 percent use video across multiple channels.
Morton said the “old way” was to send a single message to an entire audience. But, the new way is to personalize to each viewer.
A key tenet for a company pursuing video communication of any kind, Morton noted, is to “know your viewer” and personalization can be either visual or behavioral. Using the right action at the right time is critical and helpful steps include A/B testing, utilization of marketing automation, and video content personalization.
A second poll question—“Are you using personalized content today?”—revealed that 65 percent of webinar attendees use it “a little” within marketing emails on a website, and 10 percent personalize all content and videos.
Morton listed some types of personalized video:

  • Web: Video is placed among other content types on pages; video is called onto the webpage dynamically; relies on robust common metadata and tagging structure.
  • Video: Video content that contains frames with personalized elements; video is produced specifically for personalization through two deployment models: Burned-In method (campaigns); Overlay method (generally nurturing).
  • Video email: Most common type of personalization; personalize any video sent via email; personalization is dynamic via real-time overlays; use a single video asset across thousands of recipients.

Morton outlined some aspects of video personalization with the Burned-In and Overlay methods:
Burned-In: Requires the video to be filmed for personalization. 
Overlay: May require video to be filmed for personalization.
Burned-In: Requires personalization tags to be applied via editing software. 
Overlay: Personalized overlay tags can be applied in parallel, can include CTAs. 
Burned-In: Individual video asset created for each contact. 
Overlay: Single Video Asset for all contacts with dynamic personalization. 
Burned-In: Personalized videos deployment restricted to email campaigns.
Overlay: Personalize any video in real-time across webpages, email, and more. 
Content personalization is an integral component of an engaging customer experience. As technical barriers are disappearing, video personalization lets you build stronger relationships with your audience—including interactive elements that deliver two-way communication and data insights not possible with video alone. 
“Start now with your best asset,” Morton said. “Test video optimization throughout the customer journey. Be sure your video platform integrates across your marketing stack. Video can be valuable at every step of the customer journey. Think about video like any other content. Keep in mind the strategic view of how you’re going to use the video.”

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