If you’re not familiar with Brightcove Audience or how to leverage video in marketing automation, you’re missing out on a powerful way to enhance your marketing strategy. With the introduction of Audience, Brightcove enables the seamless integration of video data into marketing automation platforms. This integration allows you to track which videos a person has viewed, how much they’ve watched, and tie that information directly to their contact record in your marketing automation platform. With this insight, you can take targeted actions to drive engagement and conversions.
The Brightcove Audience module is continually expanding, offering new features to support your marketing goals. If you’re already using Audience, these new features are available to you today.
CUSTOM FORMS FOR LEAD GENERATION
Audience has always allowed you to create lead generation forms that appear directly within the video player. These leads are automatically captured by Audience and sent to your marketing automation platform. Now, Audience offers even greater flexibility by enabling you to insert HTML from third-party forms.
For example, you can create a custom form in your marketing automation platform and embed the code into Brightcove. This functionality allows you to perform advanced marketing tasks like lead routing and progressive profiling directly within the player—whether it’s embedded on your homepage, a social media channel, or a third-party website.
NEW CONTENT SERVICE IN ELOQUA
If you use Eloqua as your marketing automation platform, you can now leverage a built-in content service directly within the Eloqua interface under “Cloud Content.” This service lets you easily add videos to your landing pages. Simply drag the video element onto your page, double-click it, select the video and player you want to use, and you’re done. This streamlined process simplifies video integration and helps you create more engaging landing pages in less time.
ENHANCED DASHBOARD FOR VIDEO INSIGHTS
We’ve listened to customer feedback and introduced a new dashboard within the Audience tab to help you visualize the data collected by Audience. This dashboard provides a quick and intuitive overview of the performance of your Audience-enabled video players. Key reports include:
- Most viewed videos: See which videos attract the most attention.
- Most impactful videos: Identify the videos that generate the most engagement and conversions.
- Viewing trends: Analyze user behavior over time to identify patterns or anomalies.
The dashboard allows you to view data over multiple time frames—7 days, 30 days, or 90 days. By checking the dashboard daily, you can quickly respond to viewing trends or unusual changes in audience behavior before diving into your other tasks.
With these new features and capabilities, Brightcove Audience empowers you to harness the full potential of video in your marketing automation efforts, driving better insights, engagement, and results.
