October 28, 2016
Well, yes and yes. It goes much further than this though.
Regular readers of our blog will know we advocate the ‘half scientist and half artist’ approach to marketing. Some will say: that’s a clichéd statement. Perhaps so. It does though truly embody what we do; we follow data to define unique opportunity and then we creatively exploit it.
I’ll explain. Upon engaging with a new customer, it’s a common place for us to asses a myriad of data points to help map what their category is doing; we evaluate both market leaders and challenger brands, identifying narrative and visual trends. Then, we figure out what category isn’t doing and we shape a Content Tilt to go forth and exploit the niche; the opportunity.
The role of video is significant. Used correctly, it becomes a Trojan horse that can help open new opportunities. Again, I’ll explain.
We all understand contextual storytelling; we all appreciate the importance of personalisation and the majority of us champion excellence around user experience. Sadly, there are still a few who need to catch-up.
The prime benefit of using video over a flat visual assets is the data you collect. When tracked correctly, you gather key customer data; who, how, and when they’ve engage with the video – and to what extent. The data from our engaged audience is then used to target new lookalike audiences; using those who love us, products and services, to find others who will also love us. Smart customer acquisition.
I mentioned contextual storytelling earlier. Why? Well, video gives us the opportunity to get rather smart with this. It’s easy to assume people who have viewed our video for a short period (4 or 5 seconds) clearly had an interest in our proposition, but they might not have seen what they’re looking for yet. So, we retarget these audiences with different creative – be it similar video, but starting with different creative, or, flat visual content with CTAs. Equally, for those who watched our entire video (but our tracking evidences they’ve not ‘checked out’ or completed form fills), we retarget those with a ‘drive to buy’ message, or have our sales team engage with them.
Video gives us so much more information to act on. We all know how to be smart with contextual storytelling and I’m rather confident you all could create compelling messages and creative to go and exploit. It all starts with the data.
To truly be an artist, and serving your artwork to the majority, with the least (audience) wastage, you need to be a tad scientific as well.
Find your inner Dr. Emmet Brown and go forth and conquer.