Today, online advertising is the preferred video marketing strategy – or the primary strategy – of most companies, whether they are eCommerce sites or not. The reason for this is simple enough – the number of people that can be reached online is simply bigger than anywhere else. Modern brand marketing needs to have an online component,and in more cases than not, this is the primary component. There is a simple corollary to this – if modern video marketing revolves around the power of the internet, then data is essential.
WMV Productions, a video production service, say that one of the most familiar yet often misunderstood buzzword of our time is essential to any successful campaign – big data. Big data, as the name suggests, simply refers to the use of very large data sets. In online video marketing, the potential audience – especially if a video can go viral – is truly massive. Given that successful marketers need to, as the cliché goes, know their audience, this means that similarly large data sets (big data) is absolutely essential.
In practice, how big data is used by video marketers is a little more complicated,and as it gets more sophisticated is changing the rules of the game at a rapid rate. Allof this needs to be understood too if big data is going to be successfully used. Nevertheless, this general principle of a big marketing audience needing big data sets is central to how big data is used. You can think of it as nothing more complicated than learning about the people who will be viewing your videos.
What Does Big Data Mean for Video Marketing?
The answer to this question is changing all the time. Nevertheless, the crucial point is that it works. Studies have shown that 36% of companies see big data as absolutely crucial for their effective operation. And the same studies have shown that these data-driven organizations are twenty-three times more likely to acquire new customers/clients and six times more likely to retain them. These astonishing figures cannot be argued with, so if there is one aspect of the big data revolution that is currently underway in video marketing, it’s that these totally data-driven companies are unlikely to remain a minority for long.
Here follows some other aspects of that revolution. This is how big data is changing video marketing:
It Allows for Personalization
Personalization refers to the ability of certain video marketing campaigns to target specific segments of an audience based on demographic factors such as age, income level, education level, and past consumer behavior. For that to be carried out effectively, you need big data that actually provides you with the information regarding the demographic make-up of a video’s audience.
It Informs the Videos Themselves
Over at the offices of the video production company you are using, you can be sure big data is being incorporated into every video that is made. Information about the potential viewership – again in large quantities and therefore big data – can influence how the video is made and at whom it is targeted.
It Allows Progress to Be Tracked
We have seen that big data informs who sees the videos of a marketing campaign and what is included in the videos themselves. Big data also allow their success to be much more accurate measurement. View count, watch time, conversion rate – you cannot have any of these without big data.
In conclusion, big data has revolutionized video marketing and it continues to do so. Perhaps one cautious prediction for the future could be that big data is only going to get bigger.