Emotional Marketing for Outstanding Campaign Results

Demonstrating the Power of Personalized Video

As we’ve said, it’s easier for potential clients to relate to a video and to feel emotionally connected to the brand it represents but what if you could make a video even more closely related to the person who would view it? What if as a bank, you would communicate with your customers based on their data collected from their accounts ?

This is exactly what personalized video accomplishes. The combination of video and personalization provides companies and marketers with the most powerful channel to evoke emotions, excitement and affection. Tightening brand – consumer connection, affinity and satisfaction is translated to retention and reduced churn since clients feel that they are being cared for as an individual and not as a “number”. More importantly, personalized videos are the most effective medium for increasing customer engagement and subsequently, sales. According to a recent Forrester report, 61% of respondents of a recent survey plan to implement personalized video in their next email and video marketing campaigns. In another Forrester report on a similar topic, results show that the ROI gained from personalized video versus traditional video content has been significant. Graeme Fulton, Director of Strategy and Business Development at BT, an Idomoo partner, has commented that:

“While personalized video is more expensive than standard email, it is effectiveness that counts. All the indications are that [this approach] is working, with personalized video emails achieving up to 10 times the engagement levels over a standard email without a personalized video. It is this that is driving some major companies to make significant investments in the medium.”

The power of personalized video is evident. Recently, Barclays, a leading UK bank broke a record by winning four different UK marketing awards. Barclays took customers’ discomfort regarding taking out a bank loan and came up with a solution to this specific pain point. They ran a personalized video campaign that explained to each customer how much they could borrow from the bank and how easy it was to navigate through this process and make repayments.

The Barclays campaign won multiple high prestige marketing awards. It became THE campaign of the year leading in multiple categories such as: Innovation in Insight-Driven Email Marketing, Marketing Strategy of the Year, Best Financial Services Campaign, Most Innovative Marketing Campaign of the year and more. Awards include:  DRUM, DBM,DMA and the Financial Services Forum.

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