If there is one certainty in marketing, it is this; if your clients don’t quickly and easily understand how your products will help them, they will not proceed.
Think of it this way – you probably come across dozens of offers a day directed at you via e-mail, online ads or communications from companies you already do business with. If you’re honest, it’s unlikely you will explore any of them unless they immediately convey an upside for you. Whether it’s a better service, a time-saver, or a money-saver, you would need to quickly see a clear advantage in your particular case.
Now that’s a lot easier said than done. One, it requires an immediate and clear proposition for each individual – and then two, simplicity and relevance as they explore further. The ability to deliver this kind of digital experience has for the most part eluded marketers.
That said, technologies are emerging that show real promise. The answer lies in delivering on both clarity and personal relevance.
Clarity & Video
First, let’s look at clarity, or understanding what’s being offered. Here lie some of the greatest pitfalls. Marketers routinely over-assume customers will understand their offers. Often they are not in the best position to judge, being too familiar with their own products and services.
Now, let’s look at personal relevance. The ability to make this happen relies on the ability to personalize information and offers. If I understand what I’m being offered, then show me how it will work in my case. This is the “other shoe” of simplicity. Once a customer is shown relevant information, and how it benefits them as a unique person, they feel empowered to take an action.
Traditionally, there was no way to connect these 2 aspects. You could create videos explaining your offers, but they were generic. You could personalize text, say in direct marketing, but the engagement factor was low
Enter personalized videos. The combination of rich media to better explain, and personalization for individual context.
- US hardware retailer Ace Hardware delivered personalized ad variations to consumers. The campaign saw a 96.45% lift in local brand awareness, a 74.29% lift in click-through rate (CTR), and a 45.93% lift in purchase intent.
- Source: Eyeview website (http://www.eyeviewdigital.com/retail/)
- Sass Global Travel (SGT) gave customers links to videos that showed illustrations of what their personal holiday experience could look like. SGT saw that the personalized video newsletter had a click though rate of 19.5% — a 985% improvement from its previous yearly average of 1.8%.
- Source: “Bold Worldwide Launches Pioneering Email Marketing Campaign Using Custom Video Technology, Bold Blog press release, August 5, 2013
Combining Clarity & Personalization
What is really happening, and working, is the combination of making information easier to understand – and personalizing it for each client. This one-two punch appears to transport viewers to the magical “aha” place – where they just get it. And only then are clients and prospects prepared to make a move.