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Digital Trends #2: Personalisation

Personalising digital content for different audiences has been a growing trend for several years. We see it particularly in marketing where increasingly digital tools (such as remarketing, email segmentation and social media targeted ads) are proven to increase engagement, drive sales and customer retention.

Personalisation is not just for marketing professionals. HR and internal comms teams can also increase engagement with employees and stakeholders by personalising their communications in a targeted way. At the very least emails, SMS messages and other direct comms should be personalised with the recipient’s name; going further the content they receive should also be personalised for their specific preferences and needs.

Personalisation And Video Content – Can It Be Done?

Personalisation is a differentiating factor for marketers and internal comms professionals. Video is an important way to reach, engage and deliver results for both marketing and internal comms, it therefore stands to reason that personalising this content will deliver even better results.

This is all the more important as video marketing / video comms matures and your audience receives more content like it. While we seem to have an insatiable appetite for video content, it’s becoming harder to differentiate and ensure that your audience does click play. Personalisation can help you stand out and communicate one-to-one with your audience.

But can video content be personalised, without blowing the budget?

Personalisation on the scale of Nike’s 2014 #nikeplus campaign, where 100,000 unique personalised animated videos where created for Nike+ users, might appear to be out of your budget but can actually be very cost effective.

Nike used key data groups from their Nike+ members – location, weather, type of activity and movement data, such as how much ‘Nike Fuel’ a user had earned – to create personalised videos. However, the animation for each data group was the same, and therefore the unique elements of each video kept to a minimum.

You can get the same impact by carefully editing your video content for different audiences. For example, instead of having just one recruitment video that is used to engage potential candidates across multiple departments and levels, specific content within a ‘generic’ video can be personalised for different audiences. Behind-the-scenes content can be personalised for individual departments, or interviews with key staff members can be combined with more general content to be more engaging and relevant to candidates.

These personalised elements aren’t necessarily expensive to shoot. With careful planning it is possible to shoot various alternative clips at the same time. Talking heads are a great way to do this. The same set up can be used for several different people, and they can all be filmed in a relatively short amount of time without blowing the budget.

Personalisation and engagement

Marketing data offers many opportunities to deliver personalised videos and create content customers want to share. Again it can be very simple to create, but just as effective.

Facebook is a great example of a brand using simple personalised videos to increase engagement with their users. Newsfeeds are full of people sharing short videos for ‘Friendversaries’, birthday celebrations and other milestones. While you may not have access to your customer’s photos like Facebook has, there will be plenty of other data you can use to personalise your videos.

The personalisation trend may have been around for a few years, but this year I expect it to filter down from big brands like Nike to be used effectively by smaller players too.

It can be done without blowing the budget. So if you would like to discuss how can take your marketing or internal comms strategy to the next level with more engaging personalised video content give me a shout!

Debbie Hills

Author Debbie Hills

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