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January 25, 2018

Key video trends en 2018

Video’s leadership remains strong and companies are making it into a crucial component of their communication strategies. Below are the five trends we will see grow this year in the companies which are leading communication in this format.

Video’s leadership remains strong and companies are making it into a crucial component of their communication strategies.

Below are the five trends we will see grow this year in the companies which are leading communication in this format.

Two-way video

Customer service in an omnichannel environment has evolved towards a new paradigm: “commitment to the customer”. The customer is seeking a positive experience when they relate to their brands and technology is one of the keys to tailoring responses and improving current communication processes.

The combination of direct contact tools (Live Chat, Click to Call, Chatbot, etc.) with video’s storytelling and personalisation capability opens up new possibilities in personal, omnichannel and automated communication processes.

New internal communication formats.

The Human Resources department uses customer communication techniques to enhance employees’ relationship with the company.

Moments such as the welcome, detailed description of any of the company’s internal processes and access to employee benefits have more appeal and generate a better response when explained in a personalised video.

Using video as an internal communication tool will grow in 2018 to become part of employee management and employee benefit platforms.

Video is integrated into inbound marketing actions

In an environment of content saturation, message creativity, targeting and personalisation are the keys to success in acquisition campaigns.

The combination of valuable content with multimedia formats that provide a simple and personalised experience will be one of the trends we will see in 2018.

The need to tailor the message in real time to each audience also impacts the content generated on video. Inbound campaigns leverage the ability to gather information in real time and turn it into a personalised video.

Adding video to inbound marketing campaigns improves the results of these campaigns and will make it possible to get more out of content creation for the audience. Video’s analytical capabilities will help to automate optimal customer acquisition processes.

Dynamic video will transform social media and digital advertising campaigns

Facebook ads’ targeting by interests combined with the customisation of messages in video format improves results in 3X.

Dynamic videos make it possible to learn and fine-tune creativity on the go like a multivariate AB testing model.

And not just on Facebook; it’s also possible with any DSP which allows integrating their technology with message customisation whether for traffic capture campaigns or in retargeting actions.

Customising multimedia advertising on Facebook and other DSP will optimise investment in online media and enhance interactive multimedia formats.

 

 

Final inclusion of video in direct marketing strategy.

Direct marketing stands out for three main concepts: target segmentation, creativity with direct response and analytical results.

Using video in direct marketing campaigns makes it possible to create unique messages per customer, set up response channels such as website links, forms, surveys and requests for information and analyse results in real time.

Direct marketing campaigns using video optimise multimedia creativity, take message personalisation capabilities to the next level and garner detailed analytical results to learn, correct... and repeat.

Video will continue to take centre stage in 2018

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