By using the viewer's name and other identifying information, personalized movies establish an intimate, one-on-one connection with the viewer. Such personalized videos may be utilized to nurture leads in the latter phases of the sales marketing funnel. Video marketing that takes this type of personalized, one-on-one approach is very efficient in reaching out to potential customers.
The reasoning is straightforward. Personalized videos capitalize on the fact that people are more likely to respond positively and pay closer attention when they recognize a familiar name or face. The prospect will have greater faith in your company and will feel more cared for. Here is a rundown of some of the most enviable brands in the industry, all of which use personalized marketing to attract and retain customers.
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Examples of Personalized Marketing from Successful Brands
Amazon's recommendation system has become famous for its innovative use of personalised marketing. The software is often updated to provide more personalised experiences, and it makes recommendations based on not just the user's preferences but also their character traits. It's a skill and clever strategy that pays off by spotlighting important preferences and goods that match, promoting spontaneous purchases. In the second quarter of the fiscal year, revenues increased 29% to $12.83 billion from $9.9 billion in the same period a year earlier. The takeaway is that personalised marketing is more than simply a trust-in-branding strategy. When executed well, it provides a never-ending supply of chances to upsell products and boost revenue.
Cadbury's decided to make its own personalised film after seeing the popularity of Facebook's. Instead of reviewing their year with the company, customers were instead asked about their favourite kinds of chocolate. The ad, which was only available in Australia, used a user's age, interests, and geography to recommend a certain flavour of Dairy Milk.
A user-made video, using the user's own photographs and information, was created immediately after they consented to engage with the business. The campaign attained a CTR of 65% and a CTR of 33.6%, demonstrating the efficacy of a personable approach.
Key Takeaway: Having access to a lot of customer data may greatly improve your ability to deliver compelling, personalised tales.
3. Marie Curie
The Great Daffodil Appeal was started to get individuals to raise money for the charity on the high street by collecting their relocation data and then cross-referencing it with its database of collection spots. Using this data, we were able to provide each donor with an up-to-date, customised map of the closest collecting points in their email appeal.
Based on donation patterns and past experiences with Marie Curie, the organisation employed modelling to identify its target audience and inform its persona-driven communications strategy. The campaign increased registrations annually, with a heavy emphasis on online applications. The takeaway is that personalisation increases the message's effectiveness, since consumers want to know how a product or service will affect them specifically.
The Starbucks mobile app has been effectively enhanced to maintain user interest. Using data like purchase history and location, the app integrates the brand's rewards system with the ability to personalise and buy beverages through the app. With the rewards programme in place, Starbucks was able to increase its annual income to $2.56 billion, and the app is responsible for almost 6 million monthly transactions (22% of all U.S. sales). The lesson here is that if you collect more information from your target audience, you can create better-targeted ads.
The sustainable food store in Sweden wanted to use Facebook to spread the word about what they had to offer. To attract new customers, the company launched a series of prospecting programmes that were tailored to certain demographic subsets. The company then targeted certain subsets of Facebook users with highly personalised dynamic product adverts. Revenue from the website increased by 84% between October 2015 and March 2016.
Conclusion: By breaking down target groups, businesses may better target the correct customers with the right offers.
Netflix's algorithm for suggesting shows to watch is legendary, and it's always being refined. However, that's not all we can tailor to your needs. The streaming behemoth has a well-developed plan for the presentation of artwork to its customers throughout the shopping process. Its goal is to direct the most relevant user to the most relevant material based on their past interactions.
A representative added, "This is just one more way in which Netflix is different from conventional media outlets; we don't have just one product, but more than 100 million, with one for each of our members with individualised recommendations and customised visuals". It's working, too, as 2016's $9 billion in revenue represented a 30% year-over-year gain from the previous year.
Conclusion: Keeping your strategy fresh and your data analysis methods flexible will pay off.
The team wanted to make the 'tariff refresh' ad they were running more interesting and relevant to mobile users, so they analysed data based on the users' devices and locations to create personalised messages. With this information, businesses could target specific audiences with adverts tailored to their interests and needs, such as the best deal available, popular upgrades among users with similar profiles, and the location of the closest shop. In terms of CTR, customised advertising fared 128% better. The takeaway is that a campaign may be optimised for greater effect by understanding how people use their devices in combination with other behavioural data.
The 'Share a Coke campaign, which debuted in Australia in 2012, is still regarded as one of the most innovative uses of personalised advertising in the history of the marketing industry. Using the hashtag #shareacoke, the objective was to get people talking about how much they love the soft drink brand by replacing the logo with their own names. Sales at Coca-Cola Co. went up for the first time in more than a decade after the first promotion. In a statement, Coca-Cola stated, "This campaign taught us that personalization can only be highly engaging and effective if it can be shared with a wide audience." The lesson: make it unique, but also easy to spread.
These companies included personalized videos into their marketing strategies at various points. Also, they're all different in their own special ways. The market evolves constantly. About 72% of customers nowadays will only buy from companies that allow them to customise their purchases. That's why companies are putting a premium on customization. Don't lag at the back of the pack. Now it's up to you to take things further and add some flair of individuality to video content. You can use many tools to achieve the goal of personalized marketing.
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