Marketing has always been about catching and holding the attention of a potential customer. Online venues have not changed that. And while the technology and the materials used in getting the word out to possible buyers, what is now called Content Marketing, is obviously quite different, much is still similar. Text, graphics, celebrities and video are still used. One thing has changed considerably, however. Whether one regards it as useful, or just creepy, technology, what many call the Internet of all things, etc, has advanced to a point where very specific intel is available about every single consumer. This makes personalization more possible than ever. With personalization, a single consumer is targeted to put in a storytelling marketing schematic. To do so, specifics about the consumer are added to the plotline. This has been possible for a long time with text media, like emails. What is new is its interjection this type of personalization into video. To make it happen, accumulated data of a unique consumer's locale, his shopping taste, even perhaps his entertainment preferences can be used to curate a video with sights, sounds and real-time experiences specific to his life and circumstances. Because scale is so important a hand-tooled approach is not viable for most types of business. On the flip side, budget is a concern. Is personalization something that speaks to your type of consumer? If so give it a whirl. Perhaps an initial welcome aboard video with references to products and intel relevant to the newcomer.
- Despite the hugeness of the internet, savvy marketers have realized the importance of appearing to pitch to one particular person at a time.
- This trend towards what the industry calls personalization works because it uses specifics about the person the pitch is aimed at in the process.
- Text marketing, particularly email has long been using this personalization technique. But it is coming and now emerging in the video sector.
"Yet, as media evolves from a mass to micro focus, so too have the audience’s expectations of personal relevance and value. Brands increasingly realize one-size-fits-all video content is no longer enough to gain attention, let alone compel people to act on what they’re watching."
Read more: https://contentmarketinginstitute.com/2021/08/videos-next-revolution/
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