Interactive video marketing provides one with the opportunity to obtain amazing insights and data on your market. These insights include the ability to better understand your market’s needs and preferences and, in some instances, even behavioural trends that will help you create a clearer picture of your audience.
Interactive video marketing is the action of taking standard linear videos and elevating them by introducing interactive features from which the market can engage whilst watching the video. This is becoming increasingly popular as it provides a more engaging and gamified experience for the viewers.
By using interactive video in your marketing strategy, you will start collecting data on a wide range of metrics including the number of viewers who engaged with the content, how each of these viewers perceived your product or service offering, time spent engaging with the content on a per viewer basis as well as a wealth of other metrics.
To help one visualise how interactive video marketing works, interactive video requires the target audience to actively interact with the content which in turn allows them to personalize the journey they take and the content they watch whilst the platform records the viewer’s preferences. You can also ask specific questions of your target audience allowing you to gain insights that you would not have readily obtained through more traditional marketing channels. As viewer drop-off is also recorded, you will be able to visually track where higher levels of drop-off occur and identify which parts of the content may not have resonated with your target audience.
You will be able to start measuring the trends and patterns of your target audience’s behaviour. This gives you great leverage, thereby allowing you to drive behaviour change and even possibly allowing you to persuade your customers to purchase your product or service offering.
With all the data that you have obtained from an interactive marketing campaign, you will in future be able to produce content more in line with your market’s preferences and create products or services targeted towards your market’s needs – all thanks to the data you obtained from an interactive marketing video.
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