With the growth of ‘Digital’ in everyday life, companies are beginning to understand the importance of engaging their audience through multiple online marketing techniques. Marketers are focusing more on staying ahead of their industries, by adopting new and innovative ways to engage their audiences digitally. Similarly, technology companies, understanding this need, are pushing the envelope to develop new and useful capabilities to capitalize on the ever-growing reality of digital in lifestyles.
One such “disruptive technology” company, Real Time Content, has jumped ahead of the curve with the introduction of interactive youtube channel promotion. Through proprietary editing tools, Real-Time Content creates, then segments video presentations into clips. The clips are then tagged based on information in the scene such as content, message, and audience needs. From there, a storyboard is created with rules about which video scene should be used when and for what user profiles. This process allows for a structured, easy-to-follow narrative that uses cause and effect relationships and sequencing to relay a compelling, engaging message that is unique for each viewer.
It’s that last part that genuinely boosts the power of Real Time Content’s service. Not only do individuals receive a video that has specific information that’s uniquely tailored to them, but they can also interact with the video in real time. Then the footage responds accordingly.
Mark S, Chief Marketing Officer for a national Investment Advisory Firm, whose company has hired Real Time Content’s services, compared Real Time Content’s video technology to the ‘Choose Your Own Adventure’ books of the ’80s and ’90s. As you remember, each book was formatted so that the reader was the story’s protagonist, after reading a few pages they would be presented with two or three options (each of which lead to more opportunities) to decide which way the story would progress and inevitably end much like the interactive element of personalized video.
The end result for Mark’s project with Real-Time Content, will be an interactive tool that will allow Mark’s team of advisors the ability to present prospects with an email that has a built-in ability to direct them through a series of questions and scenarios in order to select investment portfolios based on their unique assets and financial goals. Then, based on their response throughout the video; prospects will be presented with a high-level recommendation of a tailored investment plan. Simultaneously, they are provided a personalized URL that directs them to a financial advisor on Mark’s team that best matches their needs. That same advisor will automatically receive an email with the conclusion and result of that prospect’s video interaction.
Mark understands that there is a level of “shock and awe” with presenting this technology to their audiences and while he hopes potential clients appreciate his desire to stay ahead of the digital curve in the industry, he truly wants this new tool to enhance their customer engagement and increase response percentages, which he knows has decreased as a result of the move away from “in-person” interaction to digital.
As technology companies continue to expand capabilities to serve the digital world, we will see more companies, such as Mark’s, find creative ways to capitalize on that innovation. Earlier this year, we witnessed AT&T’s move to video billing. Others, such as Eaton Corporation, Barnhart Crane & Rigging, have deployed interactive platforms using digital presentation for a more complex content explanation. Staying ahead of this trend is a challenge for brands. However, with companies like Real Time Content, that challenge is minimized and guaranteed to result in exciting service enhancements which will become the foundation for future marketing practices.