As the marketing significance of video grows globally and it becomes a key driver in acquiring traffic, companies are increasingly leveraging video consumption data to drive sales

Focusing on RoI for video content could be the latest investment strategy for marketing teams. According to Visual Network Index by Cisco, by 2021, 82% of all consumer IP traffic will be video focused. Its growth will be driven by social networking sites like Facebook, Twitter, and YouTube.
Since videos have become an active part of marketing strategies, their consumption, advantage and economic viability now become critical for companies. They cannot merely entertain anymore; they need to drive business action. According to a data-driven marketing case study, 2017 Digital Marketing Survey, 70% of respondents said their primary goal was web traffic.

From targeting the right audience at the right time and place to knowing what works, the benefits of data-driven video marketing are:

Personalization

The most significant advantage of data-driven video marketing is the enhanced ability to create highly-targeted videos. From age to location, interests to affinities — valuable insights into the target audience can make the real difference to social campaigns. This allows brands and businesses to push out interesting content that is as personalized as possible. Data-driven personalization leads to higher ROI on marketing spend. In the report ‘The Importance of Data-Driven Marketing – Statistics and Trends’ by Invespcro, 64% responding marketing executives strongly agreed that data-driven marketing is crucial to the economy.

Easier Marketing Integration

When data is leveraged, it can easily extend the reach across multiple video platforms. Customer insights ensure viewership remains aligned, consistent, and reaches the target audience at the right platform at the right time. A sift through data can uncover the most accurate and actionable information.

Strike While the Iron’s Hot

With data-driven marketing, the business can pre-target consumers and line up videos accordingly. To ensure that the content is relevant and timely, a prediction of the preferences can be leveraged to push videos, while the customers are in buying mode. Segmenting prospects based on behavior and action allows targeting consumers more efficiently.

Know What’s Working and What’s Not

Data-driven marketing helps businesses identify the content that is leading prospects through your sales funnel. This helps determine precisely where the company should spend its time and budget. Video types range from narrated PowerPoint presentations to in-depth corporate documentaries. Each model offers unique characteristics featuring varying levels of effort, investment and communication qualities. Video content can also be connected to CRM where the video viewing history data can identify sales context.

As videos are being made with a ‘call to action’ in the end, the multiple benefits of various platforms like a swipe uplink, email, download whitepaper etc. can be added. Ultimately, if a platform is worth using, and is reaching the right target audience at the right time, then good video content has the best chance of performing well and driving sales.

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Meeta Ramnani
As a Senior Editor with Ondot Media, Meeta has the onus of developing credible content after collating inputs and opinions from global leadership teams – on enterprise and marketing technologies. She creates articles, interviews, and blogs from inputs of global CXOs, and ensures each article meets the challenge of interesting content, very interestingly written. An avid bike rider, Meeta, is a postgraduate from Indian Institute of Journalism and New Media (IIJNM) Bangalore, where her specialization was Business Journalism. She carries four years of experience in mainstream print media where she worked as a correspondent with The Times Group and Sakal Media Group in Pune.