Marketing is not the right career for those resistant to change. Just because something worked this time last year doesn’t mean it will work today. When we realise that cold-calling and mass emailing don’t work the way they used to, some of us are left floundering, looking across the marketing smorgasbord for a quick fix or vaguely hoping that our social media efforts will take up the slack. But for those with creative vision, an adventurous spirit and an appetite for the new, there is another way.

According to Jim Nail, principal analyst at Forrester, “… personalised video will command increasingly larger portions of advertising and marketing budgets due to its ROI improvement over traditional video content and other outbound methods of communication”.

I agree and it’s not rocket science either, although the facts do stack up. Personalisation makes sense at a most basic human level. The more focused and targeted you can make your communication the more interested your customer will be. If you add video to the mix the multiples start to add up in a way that would excite even the coldest scientist.

B2B clients that are using personalised video are doing so in a precisely targeted, highly focused way as an integral part of the sales journey. Early results are impressive with each personalised video being watched an average four times, suggesting that, in this space at least, recipients are cascading the video to other stakeholders. It’s also getting traction because a personal video makes an emotional connection that acknowledges, in B2B particularly, people buy from people.

In the consumer space, recent campaigns from HSBC, Alfa Romeo, BT and Mini are all breaking new ground, cutting through the digital noise and reaching consumers in original and exciting ways.

So now you know. The question is, are you ready to embrace the change?


By Ben Moore, managing director of vCreate

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