e4m MarTech League: AI with video marketing will help brands precisely target end-users
On the virtual roundtable, industry leaders shared insights on the consumer sentiment shifting towards video content, integration of AI and Video marketing; and the next-gen marketing strategies
The e4m MarTech League Fridays that took place on 14th August 2020 was a meeting of minds of thought leaders from the MarTech ecosystem who shared their views on the topic: ‘Unleashing the Power of Video Marketing’. The webinar put the spotlight on the next-gen consumer trends with a special focus on video marketing and how one can improve their digital marketing strategies to deliver brand results and ROI.
The virtual session had MarTech leaders Vidhu Sagar, Managing Director-India, MediaDonuts; Sameer Seth, Director-Marketing, India, Dolby Laboratories; Shefali Khalsa, Head-Brand & Corporate Communication, SBI General Insurance; and Chanan Fogel, Regional Director, APAC, Taboola on the panel. The session chair for the webinar was Chaaya Baradhwaaj, Founder-Managing Director, BC Web Wise Pvt. Ltd.
Video Marketing: A brand solution during the lockdown
Fogel: “Video has been a secondary part of our space at Taboola and in the publishing world at large. It is first and foremost perceived as an advertising product and today with COVID and the lockdown, it is at the centre of everything. From a marketing standpoint, when we look at India we cling to two things that are well known or that we have more experience with in the video space: YouTube and OTT. But we may have an untapped property because all consumers are going towards consumer news especially in this day and age. They want to know what’s happening in their state, city, country, and internationally around COVID and there is a huge untapped opportunity for video within that space as well. I think video is the product of the ‘now’ but we should figure out ways to get in front of the consumer and figure out where those consumers are.”
Consumer sentiment shifting to video content
Fogel: “Taboola as a platform moved into the video space about 6 years ago with an acquisition of a video technology company. The best-kept secret about Taboola is that it started as a video company before it even moved into the advertising space. So it was all about discovery and video discovery before we even moved into advertising. Now we have re-acquired that technology and brought it back front and centre. Video is great but I think it is still not as utilized as it could be. The production costs are pretty much high and to get lots of videos and content all the time we would have to move onto some AI or tech that would help us streamline that process.”
Sagar: “We have seen shifts right from the early times of this COVID crisis since March. Largely, we have seen a growing tendency of advertisers moving towards video. Which is understandable because these are VUCA times. Thus in these times of trust deficit and uncertainty, marketers are leaning into digital and video. Because video allows expression to be conveyed much better and thus has higher traction and resonates more than a written word or blogs. Essentially, the factor that marketers are driving in is related to the human touch which is the need of the hour these days. Video is extremely versatile and powerful it is allowing marketers to make more personal, engaging, emotional, and evocative connections. And it is cost-effective and efficacious.”
Khalsa: “From the brands’ side we feel that video has been a part of the content and marketing strategy. I remember 2012 was when all the brands had jumped into social media and since then the platforms have evolved a lot and so have the brands. I would say that social media itself is the reason why we all have moved to video content. There is so much video all around. Some statistics say that 5 billion videos have been viewed on YouTube daily. All the brands have been jumping onto video and it has become the cornerstone of the marketing strategy. To some extent, we have built the content around the video. It is a core requirement. There are statistics before COVID, so I wouldn’t say that video becoming popular is the result of the current scenario. But videos have been in the place of marketing strategy much before. Today, 85% of the content on Google would have a video. They also say that if your content has a video it has a 53% higher probability to be listed on the first page of Google. Some statistics say that 58% of consumers would trust the brand more if the content has a video. If their website has more videos to explain.”
COVID has amplified homemade brand videos
Khalsa: “The COVID situation has enabled one new concept of 'homemade videos'. Everybody right from the celebrities to brands is ready with a homemade video. Some brands have gone ahead and launched the product with the brand ambassador shooting the video at home with mobile and that is a TVC that is out there.”
Seth: “Speaking about homemade videos. One should leverage the strength in collaboration. For example, People are extremely creative and innovative. We should find a way to work with and collaborate with these people to use their strengths and strike meaningful conversations with brands.”
Next-Gen Marketing Strategy
Fogel: “Firstly, drive a better bang for the buck. I want to make sure that everything I’m producing gets a given ROI and that I am able to make those decisions on where I want my content to go and whose eyeballs I am after and the reaction of the consumer. I think that ways to measure after the video is viewed and what the consumer is doing after that after seeing the content is interesting. Secondly, create more. Technologies are driving some of these activities and are turning texting to video or creating smaller segments and distributing them out of a larger form video.”
Khalsa: "The 3 next-gen video strategies are: Homemade Videos, Interactive Videos, and Shoppable Videos. The digital space today is full of content. The same consumer will be approached by a lot of brands. The clutter breaking perspective will be personalized messaging."
Video marketing integrated with AI
Sagar: “AI is a technology that is enabling automatic repetitive behaviour analysis and builds preference analysis for a viewer. Facebook does it in newsfeed and Netflix in the OTT space. When it gets applied to the context of video marketing for all of us it helps us target much more precisely and this targeting takes us to the closest end user.”
Seth: “A data-first approach can ensure that you are targeting the right audience with the right messaging and the right time as long as you are clear about the objective whether it is the engagement or reach.”
Fogel: “Viral videos are another means to reach the consumer. Brands want their products to be talked about and reach out to the mass. But it's not the end game.”
Khalsa: “The challenge is there is no recipe that will click well with the consumer and become a viral video. Digital is a constantly mutating platform.”
Seth: “Strength of collaboration, video-based content marketing, great conversations, engagement; and harnessing social media is something that we must reciprocate.”
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