For example, a younger audience responds more to short and concise messages. They tend to make quick and snap decisions. Which is why communicating using imagery and video is an almost absolute must medium. On the other hand, if your market is the above 50+ crowd, this would be a colossal waste of time, effort, and money as this demographic tends to read and mull things over. There are few “one size fits all” modes of communication anymore. A strategy that employs a kitchen sink approach will ultimately sink and fail.
Once you’ve determined the right communication method to drive down, you’ve got to find a way to connect on a personal level. The more granular you can get, the more effective it becomes. Today, the opportunities to create personalized video at scale for marketing purposes continue to expand. Video Marketing hosting and analytics companies like Wistia (Soapbox video service) and Vidyard (GoVideo service) offer free Google Chrome extensions for creating and using personalized one-to-one business videos. These tools provide the ability and ease to leverage video for both internal and external communication, which has grown exponentially. Instead of sending emails or using social media, simple personal videos cut through the noise and deliver a message that invokes more emotion and yields faster responses.
I can personally attest to the phenomenal results of up to three times more conversions that video marketing customers of mine experienced when they got granular and personal. Vidyard cites statistics that show personalized videos are viewed more often and for longer than traditional marketing videos produced for a wider audience. It’s not just large B2C enterprises with gigantic databases that are using it. Educational institutions leverage personalized videos to engage prospective students and organizations with large season ticket holders, such as sports teams, have discovered that customers want to be communicated with through a personal touch.
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