Why aren’t marketers using personalised video to improve the customer experience and generate engagement?

In Colin Shaw’s latest (insightful) post he provided a link to the following video:

If you watch the video you will see a profound change in behaviour by simply turning the mundane, take for granted, into an interactive / engaging experience.  What if I had used text to describe the events in the video?  Ask yourself would it have had the same impact?  Would your experience been the same?  Would your level of engagement been the same?  Would your level of comprehension been the same?  I know that for most people the video increases comprehension, engagement and delight.  That is certainly true for me; we forget that text is a relatively recent invention and reading/comprehension is a specialised skill that has to be learnt over a long time.

That got me wondering about marketing, communication, personalisation, engagement and the customer experience.  Is it possible for a commercial organisation to communicate information in a way that improves the customer experience and increases marketing effectiveness? Put differently, is there a way for us to make our communication stand out and better engage our customers?  I think there is: personalised video.  I can think of two particular instances where it is likely to be particularly useful.  First, communicating the complex and second marketing offers.

Communicating the complex through personalised video

Imagine that you are customer of a mobile telco and instead of getting the same old text based monthly bill, that you struggle to understand and mostly ignore you, you get the following video addressed to you personally:

What you be surprised even delighted?  Would you sit up and pay attention?  Do you think you are more likely to respond to the marketing offer embedded in this monthly bill?  I know that for me it is yes, yes and yes.  Talking about that I do wish that Sky would do something like this because each month I receive a bill and each month I struggle to make sense of it.  What is the likelihood that if the bill was explained in this way that there would be drop in the number of calls into the call centre asking questions about the bill?  How much could be saved by cutting out calls that the customer does not want to make and the business does not want to handle?

Do you have a pension policy?  Do you understand the yearly statements that you get?  I struggle to make sense of my statements even though I am financially literate (I am a Chartered Accountant and a member of the ICAEW) and sometimes I simply file them away meaning to look at them yet somehow don’t get around to it.  What if you received this yearly statement as a personalised video:

Making marketing offers come to life through personalised video

How about bringing your marketing offers to life?  Forgoing the text based direct mail that lands in the post box and is probably binned and replacing it with a personalised video to your email address?  Take a look at the following two videos and see what impact they make on you and might make on your customers:

Who is making personalised video a reality?

When I first came across this idea I jumped to the conclusion that it must be expensive.  Turns out that is not the case.  There is company in Israel called Idomoo that excels at personalised video and can do it for  a relatively small sum of money.  If you want to learn more about the mechanics and financials around personalised video then I suggest you contact Danny Kalish the CTO and Co-Founder.

Discloure:  I have no personal or financial connection with Danny Kalish or Idomoo.  One of the readers of this blog contacted me to make me aware of personalised video and then put me in touch with Idomoo so that I could learn what is possible and what Idomoo are doing.  I am happy to write about this because I can see the value in personalised video.

Author: Maz Iqbal

Experienced management consultant working at the intersection of strategy, customer, and technology. Combine a tendency to think strategically with a penchant for getting my hands dirty at the coalface of implementation.

6 thoughts on “Why aren’t marketers using personalised video to improve the customer experience and generate engagement?”

  1. Email marketing has grown to be genuinely vital for virtually any internet marketing system. Sometimes it may be extremely effortless if you are merely \\\”playing\\\” around, on the other hand in case you are in internet business, you really need to grasp your social media marketing, to ensure that your business will thrive. Thank you very much to your Maz Iqbal great article, I know it\\\’ll assist folks have an understanding of the importance of any type of social media!

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  2. Fascinating article Maz

    I guess the reality is that if an organisation goes for it in anger then each video will probably cost less than the price of a stamp, and yes, I suspect the numbers of calls would drop as well.

    I guess the really interesting question is which organisation will that be?

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  3. HI Maz,
    Who knew that you could do this with video? Fascinating and very exciting. Seems to me that the challenge will be one of getting silos to talk to each other, particularly in larger organisations. Turning an invoice into a piece of customer engagement. What a great opportunity and challenge too.

    Adrian

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  4. Our product C It Now allows Sales executives at Car Dealerships to respond to each enquiry with a personal video of the vehicle in question, delivered in a dealer branded window. People really appreciate this response and it only takes a couple of minutes longer than responding to an enquiry with a simple PDF.

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  5. Hi Maz, I work for a company who have just begun a marketing campaign using Personalised Video (which also happens to be the product we are marketing) although not on the same level it is the sister technology of Idomoo and far more affordable for SME’s. if you’d like your own PV then let me have your email and I’ll send you your own video…! (our website http://www.shootcutgo.com/p-automatic_personalised_video.html)

    Many thanks

    Jack.,

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