This post is written by Editor of this Website Sorab Ghaswalla in his personal capacity. This Website may or may not agree with the views/opinions expressed in it.
Imagine this: you walk into a restaurant you’ve never been to before, and the server greets you by name. Even before you can recover, the usher shows you a menu that only lists the food and desserts you like or have eaten before, not a roundup of random dishes. The tablecloth is of a color and design you love. When the check is served, you get a discount of 30%, something you realize the other guests have not got. Pleased (and surprised with all that personalized attention, won’t you say?
“Personalization” is what today’s marketers aim for to attract leads, prospects or customers…..to make them buy, or buy more of whatever it is they want them to buy. Upselling or cross-selling. Potential buyers are no longer treated as a coagulation of random people. Using data, their habits like buying pattern are now sliced and diced to “segmentize” them (put them in smaller groups), based on certain commonalities. Todays marketers are pushing the envelope by trying to personalize the experience for every customer.
It then boils down to content. While all of us are aware of personalized emails (where, for starters, each email addresses you by name), today, advertisers and marketers are putting out personalized ads and videos.
For two years now, personalized videos have been on the Top-10 marketing/content trends to watch out for. The 2020 trends lists are coming out just about now, and personalized video is once again on them.
Long way to go
Content providers and marketers though are struggling with their video personalization efforts, which explains why it’s not become mainstream yet. Cost is one of the contributory factors. In fact, unlike advances made in the personalization of email, marketing brochures and flyers, and other forms of “static” content, it’s been rather slow progress on the video front.
More than the cost, personalized videos face many technical challenges, still. One is how to scale up the production of personalized videos. Any moving picture content that is so customized to serve the interest of every persona is your personalized video. But you can’t produce one video for one customer at a time; that would be time and cost taxing.
Click here to read the rest.
