Data is crucial for marketing in the present world. There’s a lot of data available to us these days. An astounding 2.5 exabytes of data is produced by the world every day. But for this data to be beneficial, you must come up with a plan to convert it into insights that can further improve your business marketing campaigns.
Nowadays, consumers expect tailor-made and relevant content that they can relate to. 80% of the customers say they refrain from buying from brands that do not offer personalized experiences. Thus, brand personalization is vital and one of the best ways of delivering a high level of personalization is through videos. A data-driven video marketing strategy uses customer data to optimize performance.
Data-driven video marketing strategy can help you gain detailed insights into your customers’ requirements and the way they interact with your business. Hence, you can create marketing campaigns that lead to increased engagement.
Let’s have a look at how to go about with a data-driven video marketing strategy:
1. Personalize Video Advertisements for Audience and Behavior Segments
One good way of personalizing your video advertisements at scale is based on context and behavior.
Learn the right use of this strategy from Campbell’s Soup, an American processed food and snack company that used the strategy for targeting its “We’ve got a soup for that” advertisement campaign.
The company noticed that its demographic audiences loved Orange is The New Black, and thus the company ran a pre-roll ad before the show’s trailer on YouTube. The campaign helped Campbell’s Soup generate a 55% increase in its sales and a whopping 24% increase in its brand awareness.
The company did not stop here but repeated this strategy in varied contexts, personalizing advertisements for the audiences watching different clips and trailers. Thus, from just one video, the company created several ads for different sections of the audience, starting from families to gamers and more. And above everything else, the advertisements were relevant, memorable, and effective.
This is the power of personalizing video advertisements based on the interests and behaviors of the target audience. This form of a behavior-based marketing plan can help you scale something that would otherwise require making several individual videos for which you would have to spend extra money. And the biggest advantage is that the impact will be huge for all the money and time you save.
2. Get your Data Right
Working with relevant and accurate data will give you the scope of coming up with a high-performing and successful business marketing campaign. Here your main objective should be getting the right kind of data.
Start with the information you have gathered about your past customers, like customer service communications; sales histories; completed customer surveys, and the actions that the visitors took on your site.
You can even collect data from the market based on the niche you are serving. Once you organize all available data, it will get easier for you to define your target audience and promote your products and services accordingly.
3. Use Demographic Data for more representative Video Advertisements
Video content and ads are quite common, but there is a shortage of top-quality content that the audiences can relate to. The world has changed on a massive scale and has become culturally diverse.
The use of the right video editor can help you transform your single video into several ad variants for an improved data-driven plan. As discussed in the earlier section, you can remix one video using different types of motion graphics, sounds, and messages to create variations of the same video for different sections of audiences. And remember, the more data you have on the varied sections, the more accurate the variations will be.
Nowadays, there is this increased requirement for businesses to represent themselves in a better way, with advertising and marketing being no exception. And this is where data can come to your rescue. You can use demographic data to create more representative video content of your real-life consumers. While this will not change the core message of your ad, i.e., “purchase this,” a clear understanding of the audience will help you create something that appeals to them on a more personal level.
Nevertheless, diversity and representation will be different for different brands and audiences. For some, representation can mean displaying different varieties of families existing in real life, which aligns with the fact that inter-racial marriages are more common these days.
Representation might also mean including kids with disabilities when speaking about the significance of play-time in the life of a child- a choice that makes proper sense considering that 1 in 20 kids in the UK is disabled.
Creating more representative videos using demographic data also means a more diverse cast for showing that people come in varied sizes, shapes, attitudes, and colors.
When it comes to choosing demographic data about your consumer base, you must consider using it in a better way to make better creative decisions. Make sure the data you collect informs everything, starting from the type of stories you narrate to your approach to casting. It must also help you determine the placement of your ads; the spots where your advertisements can help you reach specific audiences.
4. Data Insights are Useful in Choosing Channels and Predicting Trends
For distribution, it is not just video advertisements but various other types of videos that can help you reach the right audience. You must use available data to determine the online habits of your target customer and the places where they consume maximum data. This will help you get your videos in front of the right audience at the perfect time.
You can also get a clear idea of your existing consumer-based and how it has found you, which can further help you understand the most relevant platforms for your business marketing. And, of course, you can ditch the under-performing ones.
The best is to use Google Analytics traffic to conclude what type of referral traffic you receive from your social media platforms. If you find that LinkedIn is not working for you, you can consider leaving it out of your video marketing plan. So, you can have your focus on other beneficial channels.
Data also predicts trends and funnel stages that can help you improve your next steps. You can trace the traffic you received from your video content and the videos that received higher engagement.
For B2B businesses, data on different types of businesses engaging with their video content works even better. In the same way, as you create different types of videos for different customers based on their intent, behavior, and demographics, you can make different videos based on the industries for your B2B audiences.
Conclusion
So, this is how you should develop an effective and data-driven video marketing strategy. At the end of everything, video marketing is about making the right connections to sell products and services. And using data about the audience to create something that resonates with them will help you get closer to solidifying customer relations into lifelong loyalty. So, if you have not started already, it is high time that you follow the tips stated above properly and develop an apt video marketing strategy to make your business successful.
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