15 ways big data is disrupting video marketing landscape

Marketing   |   
Published January 24, 2019   |   

Big data has already become a “big” thing now and many digital marketers including video marketing strategists believe that big data is the future of their industry. The old methods of data collection have changed and that data feels more complicated to decode. Since we are talking about the old methods of data collection, the data could give small pieces of information such as gender, age, interests and household income of consumers, but big data can paint a complete picture. As far as the connection between big data and video marketing is concerned, here are 15 finest examples entrepreneurs and marketers should check.

“Data-driven analytics will reach 75 percent of company employees by 2020” – Gartner

1. Translating complex ideas

As the amount of available data is growing and that too at a level which is beyond human capabilities, companies like IBM are providing solutions based on big data. One of the biggest challenges for these companies is communication. Educating clients and new businesses about the complex big data system is not easy. It can be done with a bunch of papers but who wants to read all that? One of the finest examples of video marketing from big data solutions is IBM’s cloud and analytics videos. Though the ideas they explain range from beginner to pro level, having an explainer video is much more beneficial for the company.

2. Data segmentation

While data collection and analysis are two extremely important parts of your video marketing strategy, your campaign should also appeal to a wide range of buyers. When you start using big data in your marketing process, you need to have a segmentation plan in the process. It helps companies define the nature of leads and at the same time, companies can divide these leads into different segments. If you look at how Oracle runs video marketing campaigns, you will notice that they have paid attention to segmentation so that they can divide the leads into groups and get a clear view of what’s working and what’s not. The same works for smaller firms like Action Furnace across the service industry as well, where understanding the audience and bifurcating them based on data points can make all the difference.

3. Retargeting is the trick

Consumers are constantly changing the way they use products and services. They bounce from platform to platform, and from device to device and there’s no single method you can use to keep them busy with your offerings. When a customer browses on a website or a mobile app, why not target them again regardless of what other alternatives they are checking. With the help of big data, companies create and manage retargeting campaigns that allow them to take their products in front of people who checked the offering but moved away or are looking for the same on competitors’ websites or apps. Giving them a gentle reminder of what they were looking for on your website can be a big positive change for your overall marketing efforts.

4. The mass appeal

Social media, video streaming platforms, and messaging apps collect vital information and they also collect data related to users’ behaviour. This data is becoming more appealing as it informs companies about unique patterns, relationships, interactions, and trends. While formulating ads in a video marketing campaign, the data can improve accuracy. Additionally, programmatic techniques used in video ad campaigns can improve the overall performance of a campaign. You may have noticed so many companies choosing more than one platforms for video marketing and are not relying on a single channel anymore.

“In a study, Boston Consulting Group found that companies that personalize customer experience using data and technology saw 6%-10% increase in sales.”

5. Achieving ultimate precision

Another video marketing example from big data solutions can be found on social media platforms. Twitter, Facebook, and other social media channels provide both consumers and advertisers share and collect information. Advertisers are given more information about customers. When they use marketing features they can create video ads that serve as two-way communication channel allowing brands to collect more information through user engagement.

6. The impact

Data says a lot about business and when compared with other types of digital marketing assets, video marketing is considered one of the most effective strategies for driving sales. According to a survey by MarketingProfs, 42% of marketers say that they have seen growth in revenue when they started using video ads. Among the 200+ advertisers involved in the survey, 87% of them said that there’s a positive impact on their ROI when they used videos in their marketing strategy.

7. The first marketer approach

Unless you invent a completely new solution for video marketing, there’s no way you can be the first marketer in your industry. That doesn’t mean you can’t beat the competition, but as the competition grows, things become cheaper and the amount of resources you use becomes more affordable with time. There are many companies that ignore big data even in 2019, and this is your time to go after the low-hanging fruit.

8. Big data and the art of storytelling

The opportunity of using big data in many ways can only be approached through storytelling. For marketers, collecting data is not enough as the brand message needs to be passed through the human lens. Big data doesn’t take the creative process away. In fact, the data add more information to your marketing strategy and helps you to master the art of communication and identify consumers’ preferences. A data scientist’s job is collecting information through a logical approach, but a video marketing expert can turn that data into a meaningful message.

9. The viral content

Big data in no way can predict whether your next idea is going to be a big hit, but it can give you something more meaningful than a general buyer’s persona. There’s no algorithm to determine whether your videos have the potential to go viral on the internet, but the art of producing viral video content can be supported by the data. Why Netflix is so successful because they analyzed viewership patterns. They sign a deal not only by looking at the quality of content but also the demand and patterns.

10. Taking the guesswork out

If you want to check more evidence on big data’s impact on video marketing, China’s video sharing site iQiyi. The way this company has used big data to push the company’s growth forward is remarkable. The company released a cooking-based video series and garnered millions of views with the help of Baidu’s data. The use of big data in video marketing can take the guesswork out of the process. Companies first know their audience and then they take help of the data to fill the communication gap through videos.

11. Better analytics means better video marketing

As noted in many reports, some of the greatest advantages of using big data are decreased expenses and quick production of videos. In the video production space, big data is being used to increase branding elements. A corporate video or an explainer video is the anchor of your brand identity. There are tools available for video creation but when you do it yourself, you risk missing the core elements that video producers have been trained to master.

12. Conversion optimization

Analytics helps companies accomplish goals through a better understanding of the idea. With data, companies can visualize the sources of leads and traffic and at the same time, they get to know how to reach from one point to another in the sales process. It should be noted that 48% of data is based on customer behaviour which means big data can help you deeply understand customer behaviour. It’s a clear indication that marketers need to take a data-driven approach for better conversion and optimization.

13. Timing content distribution

Timing your content creation and distribution is the key to win big. The major pain point marketers face these days is on-time content creation. When the timing is right, things can work in your favour but if you’re pushing content at odd times, you won’t see any benefits. There’s a lot of content floating around and to ensure guaranteed delivery of content, you need to take help of big data. Big data often gives us a complete strategy and with the right tools, you can make your video marketing work faster and perform better.

14. Hit the target

Big data has made video marketing activities more effective. With predictive analysis helping companies plan their strategy, brands are now able to draw conclusions based on the various indicators available in the data. The right analysis of big data can make sure that your strategy hits the target. At the end of the day, companies want to give their business a significant ROI boost and many survey reports have shown us how big data can help video marketers in the long run.

15. Over to You

There is tons of space left for companies to generate leads and drive more traffic through video marketing. YouTube is one of the biggest sources for Google to provide video solutions in search results. If you have followed changes in search engine results over time, you’ve probably noticed that Google search results give more videos appear in searches these days. So, if your video marketing is limited to one or two platforms, you can still gain traffic and big data can help you plan a strategy to achieve the same.