Thanks to real-time marketing tools that deliver completely accurate customer data and insights, marketers are in a better position today than ever before to create personalized content and deliver it across channels to consumers in formats that may have seemed impossible to personalize at scale (at least not without substantial time, effort and cost) just a few short years ago.
Personalized videos have become an effective tool in the marketer’s toolbox for real-time marketing efforts. They reach prospects and customers with relevant content at the right moment, and they’re powerful tools for enhancing the customer experience. It’s been well-known for years that personalization has major impacts on marketing campaign effectiveness, conversions, brand loyalty, and just about every other KPI you can imagine. And, with video experiencing massive, widespread growth, it only makes sense to marry a proven strategy (personalization) with the hottest medium (video) to develop personalized videos.
Cisco predicts that “…by 2019, 80% of all internet traffic will be streaming videos,” meaning that marketers need to take advantage of video to reach their audiences. And, Forrester states that, “By 2021, more than three quarters (78%) of the world’s mobile data traffic will be video,” and that “…one minute of video is worth 1.8 million words.” Combine the power of personalization with the widespread consumption of video, and personalized video marketing is a sure path to powerful results.
Personalized Video Throughout the Customer Journey
The customer journey is no longer an even process, but rather a more complex and convoluted, non-linear experience. This means that the lines between traditional marketing, sales and servicing departments are being diluted. They are all responsible for touchpoints along a customer journey. This also means that every interaction with a customer matters greatly, and should be as relevant and personalized as possible to maximize CLV and NPS. You want to connect with your customers on a one-to-one manner, and recommend personalized, relevant offers and messages.
Data-driven videos can be used in all phases of the customer journey at a variety of touchpoints. Whatever your business objective – from sales and onboarding, to service calls, cross-selling, and renewal communications – a personalized video is an engaging and relevant asset.
NGDATA SmartVideo: Powered with Intelligence, Driven by Data
When companies use data and insights to create personalized videos, they enhance the customer experience in ways that meet and exceed their customers’ expectations. Personalized video is a powerful marketing tool that helps marketers cut through the clutter to connect with prospects and current customers. When you leverage the wealth of data and insights at your disposal, you can create unique, engaging experiences that increase conversions, drive sales and foster customer loyalty.
Whether you want to reduce inbound calls or increase retention, prevent churn or improve your NPS, NGDATA’s SmartVideos work at every touchpoint along the customer journey. It’s the perfect tool to drive engagement, and it generates real business value with your very own customer data. NGDATA takes personalized video to the next-level by using the deep insights of the NGDATA AI-powered Customer Data Platform (CDP). Thanks to detailed knowledge of the customer, you can send highly relevant and individualized videos that truly engage and deliver amazing results:
- Watched Until End 84%
- App Downloads +26%
- Click-Through Rate 62%
- Reduced Churn >20%
- Lead Gen Increase >10%
- Decreased Call Volume >30%
NGDATA’s SmartVideos use customer data to generate unique videos for each and every customer. Smart algorithms interpret the data to determine which customer should receive which offer, via what channel, and at what day and time. Each video is a tailored experience for the individual customer, with a storyline created out of personalized scenes (name, geo-location, specific figures, etc.), selected scenes (only applicable for the customer) and generic scenes (applicable for all). With this, SmartVideos go beyond the traditional personalized video with more and better relevance, engagement and results.
The NGDATA CDP Makes the Video Smarter
In a traditional personalized video, the “intelligence” is usually scripted into the render process of the video. The more choices to be made, the more complex it gets, thereby increasing both the error rate and the rendering time. NGDATA’s SmartVideos use the self-learning intelligence of the CDP to make the choices for each storyline, for each customer. A ready-made sequence of scenes and personalizations are then offered to the render queue, where pre-rendered scenes are stitched to unique scenes in the right order, and with the right audio.
Thanks to the power and intelligence of NGDATA’s CDP, the render process of an NGDATA SmartVideo is not only error-proof, but fast. Very fast. It even makes real-time personalization possible. If, for example, a form is filled out, a confirmation video driven by the submitted data can be played right after the last click. Having no waiting time enables a seamless experience for each customer. Combined with the real-time insights that the CDP offers, it’s possible to react and interact, in real-time, with tailored videos. As soon as the NGDATA CDP predicts that a customer is about to churn, it can immediately send out a specific SmartVideo for prevention. The same goes for upsell opportunities, win-back possibilities, onboarding programs or any other point in the customer journey that needs engagement.
Below are use case snippets from two of NGDATA’s clients, Bouygues Telecom and ENECO Belgium:
- When customers sign up for service with Bouygues Telecom, they get a video that includes their name, appointment date, technical equipment information, and a link in the video to download necessary forms. “We realized that using the telephone wasn’t efficient because the customer wasn’t retaining anything,” said Carmine Muscariello, customer experience director at Bouygues Telecom. The company has sent more than a million of the 100-second videos, and they hit the mark: 80% of customers open the video, and the same number complete it.
- Personalized video helps customers understand their bills and deflects costly contact center engagements. The volatile energy market in Belgium led ENECO Belgium to create video bill explainers. In the last two years, it sent nearly 500,000 personalized videos “…to give extra explanation, to support the customer in reading his bill and to avoid having the customer call us,” according to Valérie Sohet, business analyst with ENECO. The campaign resulted in better payment behavior, an increase in Net Promoter Score (NPS), and more than 80% of customers opening a payment account for self-service.”
NGDATA’s AI-powered CDP takes SmartVideos to the next level by delivering unparalleled customer insights. Use this customer understanding to send highly relevant and individualized videos that genuinely engage to achieve substantial business results.
