Personalized video isn’t just a trend; it’s essential for organizations that recognize the importance of keeping customers engaged—or risk losing them. As marketing executives, you understand the need to cut through the noise and deliver truly engaging experiences.
It’s a challenge every industry faces. But are your personalized video initiatives delivering the ROI you expect?
At Pirsonal, with almost a decade of experience in personalized video marketing, we’ve observed countless video programs and identified three critical mistakes that can hinder your efforts. Many of these mistakes directly contribute to personalized video ROI challenges.
By learning from these common pitfalls, you can ensure your data-driven video campaigns not only meet but exceed your goals, revolutionizing your video marketing strategy and directly contributing to stakeholder buy-in.
https://www.youtube.com/watch?v=3bnW_8nEjvI
Mistake 1: Ignoring Audience Needs Beyond Surface-Level Personalization
One of the most frequent mistakes we see is focusing solely on basic personalization, like adding a name.
While this can initially grab attention, it quickly loses its impact. True personalization requires a deep understanding of your audience’s needs and preferences, fostering a ‘two-way conversation’ that resonates.
Watch this personalized video example. The voiceover and text are tailored to the customer’s journey stage. This helps enhance the customer experience and simplifies insurance renewal for Priscila, moving her to the next stage.
https://www.youtube.com/watch?v=2pDFooDhNSQ
As you can see, effective video storytelling is key. Instead of simply stating facts, craft narratives that connect with your audience on an emotional level. Overcoming personalized video ROI challenges requires this deeper level of connection.
Case Study: The Power of Personalized Video Marketing in Achieving Your Marketing and CX Objectives
Consider the experience of a car brand’s financial services arm, a Pirsonal client since 2017. They discovered that their customers weren’t comprehending the complexities of their PDF contracts, leading to complaints.
To address this, they created personalized videos explaining key contract details, such as mileage limits, monthly payments, and end-of-contract options.
They use Pirsonal’s video personalization software to create dynamic video templates with various personalization options, such as voice overs, text, images, and video clips. Similar to what you can see in the following image:
This approach not only improved customer understanding but also enhanced satisfaction and loyalty.
These video storytelling examples highlight the power of personalized narratives meant to add real value to viewers. Addressing these issues can directly impact personalized video ROI challenges by improving customer comprehension and satisfaction.
Remember, hyper-targeted video content captivates audiences, increases engagement, and builds stronger customer relationships. This is key to solving personalized video ROI issues even before starting the planning stage of a campaign.
Already using AI for data analysis? By deeply understanding your audience, you’ll be better positioned to leverage AI-powered personalization, a key topic shaping the future of video marketing trends.
Mistake 2: Siloed Teams and Lack of Strategic Alignment
Personalized video marketing initiatives often involve multiple departments, including creative, technical, and analytical teams.
Without proper alignment, these initiatives can swiftly go off course. A successful marketing video strategy must incorporate a robust plan for cross-departmental collaboration, as this is crucial for addressing challenges related to personalized video ROI.
Case Study: Lessons Learned from a Misaligned Personalized Video Campaign
We worked with a leading online travel agency (OTA) that initially saw great success with their personalized videos, doubling click-through rates (CTR) and increasing sales.
However, after six months, the project stalled.
The reason? The customer experience team led the initiative, but the CRM and sales teams weren’t fully engaged.
This is why it is important to ensure all stakeholders are aligned from the outset.
Remember, video personalization programs are a team effort—technical, creative, and strategy teams work together to make it happen. To effectively tackle the challenges of personalized video ROI, a cohesive team approach is essential.
Therefore, siloed teams restrict your ability to integrate personalized video with other marketing channels, limiting your reach, impact, and ROI and exacerbating personalized video ROI challenges.
Mistake 3: Choosing the Wrong Tools and Lacking Expert Support
Selecting the right video marketing software is crucial for success. Teams often struggle with complicated tools or insufficient expertise, affecting their ability to achieve a good ROI for personalized videos.
At Pirsonal, we prioritize simplified tools and provide expert assistance through our managed services.
As Coleman R., Client Services Director at an agency, put it about Pirsonal:
Strong product, but stronger service.
Pirsonal client testimonial
We work closely with our clients to understand their needs and guide them through every step of the process. Choosing the right tools is a key factor in mitigating personalized video ROI challenges.
To ensure your personalized videos are effective, leverage a robust video analytics platform to track key metrics like completion rates and engagement. This is crucial for tackling the challenges associated with measuring the ROI of personalized videos.
Also, when selecting a vendor, consider integration capabilities, scalability, secure video, security (like ISO 27001 certification), and support. These factors are crucial for the long-term success of your personalized video program and mitigating personalized video ROI challenges.
Bonus: Overcoming Distribution Challenges in Personalized Video Marketing
Beyond creating compelling personalized videos, you must ensure they reach your audience effectively. In our experience, relying solely on email can limit your reach. This is true for both B2B and B2C brands.
As part of your video content marketing plan, consider how personalized videos can enhance engagement and drive conversions through different touch points. This is essential for solving personalized video ROI challenges.
Email open rates average around 20% to 32%, leaving a significant portion of your audience unengaged. This depends on your average email open rate, which often increases when recipients know there’s a video included.
But, how can you connect with the 50% to 80% of contacts who don’t open emails with personalized videos?
Here is how:
The same video can be presented to the viewer in different ways, through different channels and interactions, boosting impact and reach.
Here’s an example using Pirsonal’s interactive video player:
Pirsonal’s interactive video player with personalized call-to-action.
You can send the same video via email with a personalized thumbnail, HTML customization, a button, or a hyperlink.
It can also be displayed on a dynamic video landing page as shown below:
Personalized landing page and video made with Pirsonal’s software
But what if your brand also connects with contacts through direct messaging tools like WhatsApp? Then, use that channel. Here is how, with the same video link by Pirsonal’s video personalization software:
Screenshot of a WhatsApp message with a personalized video link by Pirsonal
You can also embed the same video as an attachment, instead:
Video attachment in WhatsApp
Or add it to the contact’s navigation through your website, by leveraging Pirsonal’s widget. Here is an example:
Screenshot of Personalized Video on a Website
Therefore, diversify your channels. Leverage SMS, direct mail, websites, and even in-app notifications.
Implement a multi-channel data-driven video strategy. Identify your channels, integrate with existing tools, create personalized content, leverage video analytics, and choose the most effective distribution methods.
Conclusion
By understanding and avoiding these three common mistakes, you can significantly increase the likelihood of success with your personalized video marketing initiatives.
Remember, it’s not just the initial ‘wow’ effect; it’s about building sustainable, data-driven relationships that drive real ROI with your marketing video efforts. Overcoming personalized video ROI challenges is a key goal.
If you’re ready to explore how Pirsonal can help you implement a successful personalized video program tailored to your needs, we’re here to assist.
Contact us today for a personalized consultation. We’ll walk with you step by step and help you launch an ROI-positive personalized video program.
