Learn everything about personalized videos from expert Sudish Balan
It’s not enough to add a consumer’s photo or name and expect the magic to happen.
Brands need to use much more consumer data and smartly integrate it into the videos. Only then will it delight the consumer and keep them engaged.
Sudish Balan, Chief Business officer at Tonic worldwide
With the continuous updating digital trends, personalization has made its way to almost everything and video is no exception.
We talked to Sudish, to know what exactly personalized videos are and why marketers need to adopt them .
Read on to know more.
1. Tell us about your life journey, Sudish?
I used to fancy this drink which was advertised on Doordarshan. I would run to the living room every time I heard the ad.
I was all of 7 years old and enamoured by the ad. I really wanted to taste the drink. Somehow I was convinced that it would be the tastiest drink that I have tasted.
I was ready to replace my favourite drink of those times, Gold spot! Unlike Goldspot, which was bottled orange flavoured fizzy drink, this seemed different with a tin packing.
I felt that it would be a thicker drink because of the way people in the ad were shown consuming it. And so, I got to the procurement process, trying to convince my parents to get it for me.
The challenge was that they were not keen on buying it and tried to discourage me by saying that it is not a drink. I quickly responded by asking, “Then why are the people in the advertisement drinking and loving it too?”
As usual, my mom gave into my tantrums and bought the product and opened it for me. It turned out to be a powder with a very repulsive smell to it. I vividly recall it as the faint smell that comes from Sambhar and Dal.
Vandevi Hing was the brand and the product was Hing (asafoetida). I was enamoured by the ad, the packaging and the action of kissing the product by the actors in the advertisement.
That was my first brush with the power of Marketing and Advertising. Was it misleading? Not really. It was just a 7 year old’s stupidity.
This instance created a lasting impression on my mind and grew along with me. The Power of Marketing. I started working part time at my father’s Tyre shop when I was in the 8th grade.
I began my time working there by fixing punctures and rose to managing the marketing for his brand by the time I passed college. The monotony of working on the same brand, though, that really got to me.
I moved out of the family business to start my own thing. I look at myself as ‘A storyteller with a background in Psychology and a wish to touch people’s lives. That is what has kept me going on and enjoying the process.
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2. What are personalized videos and why should marketers start considering them?
Personalised Videos are videos that make you feel like the brand is specifically talking to you. It makes you feel like you are important. Your problems and needs are noticed and addressed with solutions.
They make you feel like you are the protagonist of the story that’s being told in the video. Who wouldn’t want that?
Personalisation was one of the key promises that Digital offered and the best way to implement it is via Videos. It is the most consumed and engaging form of content today.
With the user data that’s available these days, marketers can dish out video content in large bulks that can make their customers feel appreciated and lead to better conversions & build affinity in the process.
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3. Can you share an effective personalised videos campaign you came across or came to know about?
Barclays created a video to communicate to around 180,000 of their customers who were eligible for loans that turned out to be quite effective.
They made use of specific customer data to explain their offering, proposition and price to deliver the campaign in a fun and engaging way.
The video was embedded in emails, which delivered a whopping 106% uplift in open rates compared to their usual email campaigns. The click through rates hit the roof by delivering an incredible 1,100% uplift.
I consider this as one of the most effective personalized videos campaigns that delivered superlative & bountiful ROI.
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4. What is the future of personalized videos?
Researches have proved that personalised communication is the most effective form of communication. Videos are currently the best form of content.
Putting the two together, Personalised Videos are the sharpest content form to engage with your consumer. It just keeps getting better with data that Social Media platforms and other programmatic tools are able to provide to us.
Just to give you an example, adding the term “Video” in the subject line of an emailer increases the open rate by 13%. Imagine that email having a Personalised Video that addresses the consumer’s specific needs and challenges.
The possibilities are endless and Personalised Videos are here to stay and evolve for a long time to come.
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5. What mistakes businesses should avoid when it comes to Personalised Video Marketing?
As Businesses keep evolving their strategy and content, the same goes for Personalised Videos. It’s not enough to add a consumer’s photo or name and expect the magic to happen.
Brands need to use much more consumer data and smartly integrate it into the videos. Only then will it delight the consumer and keep them engaged.
That being said, it shouldn’t startle or scare the consumers where it feels like “I Know What You Did Last Summer”. The data being used shouldn’t be too personal in nature that can bring in fear of breach in data privacy in the minds of the customer.
In the end, it all boils down to understanding how much we should know about anyone to delight them and how we go about stitching it together to tell a story. Crossing the threshold limit can be counter effective.
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About Vidsaga
Vidsaga is a global marketplace for Organisations to create Videos. Consider it as “Upwork/ Fiverr for videos” with Creative script writing and professional project management.
