Oracle’s Modern Marketing Experience (MME) 2016 conference took place last week. Marketers across the globe flocked to Las Vegas to share knowledge about marketing strategy and technology with their peers. Sessions covered everything marketing from creating a content strategy to using data to drive business decisions. Yet, three persistent themes at the conference were personalization, tech stack integration, and audience expansion - all of which are easily addressed through video.
Creating Content Experiences with Data-Driven Personalization
Marketers’ interest in personalization grows as they look to drive more value from every piece of content. What is personalization? It is the process of tailoring content to individual users’ interests and needs. Personalizing an individual's onsite experience and curating related content are just two ways video marketers can create a unique experience for every individual.
The personalization process enables us to create 1:1 digital conversations with an individual through content. For example, when a prospect watches a video, we can point them to a different content piece based on how much of the video they watched, as well as other content consumed. It is all about providing the right content to the right individual at the right time.
The evolution of personalization is happening as we speak. No longer is personalization simply your name being added to an email using marketing automation. Personalization is about using data to be both proactive and reactive to your prospects, providing an optimal content experience for those making a buying decision. For example, if you connect your Oracle Eloqua or Marketo account to Brightcove, you can already create personalized video content tracks for any of your prospects. If an individual clicks on video A and watches 100% of the video, you can prompt that individual to watch video B. If they only watch 25% of video A, they can be prompted to watch video C. That is the personalization of content! And as you collect more data points, you can refine your content journeys to find the optimal path for your prospects.
Personalization has an exciting future for both marketers and consumers, but of course, it has some challenges to overcome. Ryan Deutsch, DVP Digital Marketing for Sears, said during the MME keynote that personalization, at scale is the biggest hurdle marketers face. We will overcome this problem as we learn to leverage data to automate the personalization process.
Integrating Marketing Tech Stacks for ROI
Over the past five years, we’ve witnessed a boom in marketing technology. There are over 3,800 companies (nearly 4x growth in 2 years) devoted to helping marketers drive more revenue. Scott Brinker of Chiefmartech.com believes marketers use about 100 different software technologies to execute their strategy. What does this mean? These numerous technologies, including video platforms, need to talk to each other.
Video is the most effective marketing tool. 64% of marketers using video can track how a specific asset is performing (vs. 28% non-video users). The new opportunities it offers across all areas of marketing and sales illustrates the importance of integrating your marketing stack. Video should interact seamlessly with your MAP, CRM, CMS, and social media. By integrating your online video platform with these platforms, and using partnering technologies, like interactivity, you are creating a marketing machine.
Centralized marketing data allows you to make comprehensive observations about individual prospects and customers, and serve them the content that leads to conversion. Pulling and analyzing data from 50 different technologies is simply not feasible. Thus, using technology that enables you to have data flow into your main analytics system is imperative. With full access to your data, you can prove the video ROI to company stakeholders.
Expanding Your Audience with Live Events
Marketers want to expand audiences and increase engagement. One easy way to achieve this is to build video into your live event experiences. Live events bring prospects, customers, and partners under one roof with the promise of industry-leading insights. In-person exclusivity, however, can limit the reach and ROI of your event. Why not live stream? Many small to enterprise-sized companies are turning to live streaming to capitalize on the urgency and intimacy of their events. This valuable content can be distributed outside the event, over many channels, for the foreseeable future.
Oracle knows the importance of expanding their audience globally. That is why they chose Brightcove to live stream all of its MME keynote presentations using a live Brightcove Gallery page. This enabled attendees and non-attendees to watch the keynote presentations for free, online and across every device. By expanding its audience, Oracle provided access to the event to those unable to attend physically.
During the event, online viewers were able to watch the keynotes real-time while using the chat and twitter widgets to engage with in-person attendees and other viewers.
In a short turnaround post-stream, Oracle released the video-on-demand to the same site. The keynote presentations are now available for on-demand viewing.
Modern marketers left MME with the best in marketing insight and tips, many of which they’ll implement into their future projects. Video marketing can help them deliver on these new strategies with audience expansion, personalization, and an integrated marketing tech stacks. Wondering how it can help you? Don’t let MME attendees have all the glory! Oracle’s video stream has granted you access to the same great tactics. Go check out the MME keynotes on-demand to learn about integrating your video and marketing automation technologies, below.
Power 1:1 Conversations with Personalization