Personalized Videos: the Next Step in Marketing Automation

How can you make individuals 16.5 times more likely to click to open links in marketing emails?

This article was written by Eldad Somech, CEO of VSM New Media.

Eldad Somech
Eldad Somech

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If you want to stay ahead of the game in the competitive binary options marketplace, then you need to ensure that you harness the power of the most effective marketing tools. When it comes to attracting visitors to your website, encouraging those visitors to become paying customers and then retaining those clients, you need to be sure that you are active in all forms of marketing engagement.

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Within the current marketplace, there are numerous vendors fighting for attention. It can sometimes seem difficult to make yourself heard above that level of background noise. This is where personalized videos can really make a difference.

Think about your experiences as a consumer: you probably receive countless emails each days, as marketers attempt to capture your attention. Many of us, on the receiving end of such a steady flow of attempts at contact, simply react by deciding to ignore them all. Those marketers who aren’t receiving responses are often inclined to respond by sending out yet more emails. As consumers, we may well ignore those follow-up emails too. In essence, our interest in receiving such contact is low and our attention span is frequently limited.

Think about your experiences as a consumer

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But, as a marketer, how can you reach out to potential customers? How do you get that initial foot in the door? As a starting point, there is a wealth of evidence that indicates that we are all more likely to react in a positive manner to someone who addresses us by name. Personalization must, as a result, be at the heart of any marketing effort.

Mentioning someone’s name, however, is only part of the story. On its own, this technique will have a limited impact. It’s critical that your entire message should be personalized, which is where video content can really deliver results.

With a personalized video, you can insert an individual’s name within the content, but you can also go so much further: you could make reference to their job title, or to the city where they live; you might even include a review of their bidding history with relevant tutorials for better future investments. As you imagine those possibilities, you can start to see how quickly this type of content could transform your approach to binary options marketing. Here is your chance to really engage with potential customers.

Does this style of marketing automation deliver results, or is it simply a passing fad? Is there a danger that we convince ourselves, as marketers, that personalized videos look great, without really monitoring the impact? Understanding the metrics is vital to any marketing campaign and it’s no different in this case.

We’ve run our own experiments, providing a direct comparison between personalized videos and generic video marketing campaigns. The results that we have seen have been little short of extraordinary. We discovered that an individual receiving an email that includes a personalized video was 4.5 times more likely to click on the provided link. More than this, our analysis demonstrated that they were an incredible 16.5 times more likely to click to open. By any measure, those results are impressive.

Given the potential that is offered by personalized video campaigns, with transparent measurement of outcomes, they offer a strong presence within the binary options marketing toolset.

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