How SmartVideo Supports Two Distinct Persona Marketing Strategies
A common theme has emerged in recent meetings with CMOs of top 20 Internet Retailers: How can I offer new levels of engagement and personalization in support of my persona-driven marketing strategies?
While effective engagement and personalization can be accomplished through use of SmartVideo, not all retailers’ persona-driven strategies and desired outcomes are alike. Most, if not all, leading online brands embrace persona-driven marketing, know their personas inside and out, and are gathering lots of data about the customers and prospects within those personas. We’re seeing two distinct strategies at work of late:
1. Certain retailers are keen to leverage what they know about their personas to maximize the customer experience, the number of transactions, and revenue per transaction within each persona. In other words, their customers don't change personas over time, so they want to approach each of them in a way that continually builds on what they already are.
2. Other retailers want to move customers through different personas over time because, as they do, the number of transactions, revenue per transaction and profitability of the customer will increase accordingly. So, their goal is to help each customer understand their experience level today with an emphasis on showing them the value of continuously moving to the next level.
SmartVideo is being deployed to address both of these strategies, just in a different manner. In support of the first strategy, the scene elements and messaging will focus on "why we're great for someone like you." In the second case, the scene elements and messaging focus more so on "how you get even more out of your experience."
And, of course, every video will be highly personalized, leveraging customer history, browsing behavior and other customer-specific data.
Which of these two strategies is your company undertaking?