306: Eric Porres, Personalized Video Experience

Adam and Jeannie interview Eric Porres to discuss the new age of personalized video and how personal data is rolled in to drive serious engagement. What IS a personalized video experience? What is video anymore? Video used to be a “one-to-many” medium for communication, but brands have discovered the power of creating personalized “one-to-one” video. I know, you may be thinking of a video you’ve received from a brand where your name was plopped in at the beginning or end… But what we’re talking about here is quite different. “There’s a distinct difference between #personalization and BEING personal.” -Eric Porres As marketers, many of us have accustomed to using merge tags and placeholders to personalize content and communications. But as Eric Porres explains, this is not true personalization. In fact, recent advances in video technology allow us to create “smart videos,” where rich customer data can easily be used to create content that drives the customer’s next best action. As we can see from some of the cases Eric tells us about, smart videos have amazing power to drive engagement, loyalty, and more. And forget about keeping it short and sweet! While it may be true that customers have a short attention span when it comes to content consumption, the average customer engages with smart videos for a whopping 108 seconds, and some are even longer. “A smart video is as long as it needs to be to help customers drive that next best action.” -Eric Porres So, how are you using customer data, and how does it affect the way you engage via video? Eric has amazing insights on how you can bring more personal data into videos that drive action. Want to learn how it’s done? Listen in! Interview Highlights How important is personalized customer experience in today’s world? [2:50] What is a “smart video?” [ 7:30] Providing data-based content is one thing, but how does storytelling fit in? [9:15] How can general data among all customers help inform content for specific customers? [15:15] What does Eric see in the future for personalized experiences, especially where they intersect with tech? [19:00] About our guest Eric Porres, is chief marketing officer of SundaySky. Previously, Eric was the CMO for Sailthru, a provider of personalization software, and CMO for Rocket Fuel, where he helped scale revenue and complete an IPO. Eric was a founding partner of Underscore Marketing, and built the organization into a recognized Inc. 5000 company. He also founded Pericles Consulting, a political marketing firm. Eric has held management positions at AOL Time Warner, Agency.com, Lotame and LiveTechnology. He is an active angel investor and adviser to several startup companies, and graduated from Duke University. Connect with Eric Website Twitter Related Content 360Connext® post, 5 Mobile Personalization Tweaks to Keep Customers On Track Customers That Stick® post, Communication: The Most Important Skill in Customer Service Episode 172: (Tip) Personalizing the Customer Experience Episode 147: Private Social Media for Customer Service We’re on C-Suite Radio! Check it out for more great podcasts Sponsor message: Start creating a successful CX strategy Are you ready to build a customer experience strategy on a solid foundation for the long term? We’re shattering the top 5 CX strategy myths in our latest evergreen webinar. You will learn: How to avoid the 5 so-called “Customer Experience Strategies” that aren’t strategies at all What drives a winning customer experience strategy and examples of companies that “get it” How to create a foundation for a customer experience strategy that works for the long term Join Jeannie at a time that works for you for some serious mythbusting and a head start on creating a customer experience strategy that works!  Sign Me Up!     Take care of yourself and take care of your customers.   Learn more about your ad choices. Visit megaphone.fm/adchoices