Video marketing in the water utilities? In a fancy and strategic sector reminiscent of the water sector the place the service to be supplied issues a fully important useful resource, and in a market reminiscent of the Italian one which, albeit chaotically, is opening as much as new alternatives, digitalization offers the energy and adaptability of superior communication instruments.
Digital applied sciences may help firms working in the water cycle each to realize their targets associated to group well-being and environmental sustainability and to enhance their financial outcomes. In dealing with these challenges, marketing claims a elementary position: That of enhancing the worth of various communication channels by the improvement and administration of tailor-made codecs in an try to succeed in more and more knowledgeable and conscious customers.
In this sense, personalised movies are a unprecedented alternative each to optimize enterprise processes due to entry to client knowledge and to intercept the wants of customers who’re capable of actively take part in the dialog with manufacturers.
> INFOGRAPHIC – Best practices and tendencies in multiutility: give attention to the water sector
Video marketing interprets the primary tendencies of the water utilities sector into concrete tasks
The paradigm of marketing and company communication has modified, revolutionizing even sectors reminiscent of utilities and vitality, that are structurally not very open to dialog with the buyer. We have moved from a form of one-way type of communication to open and plural discourse, with a view towards steady enchancment of the buyer expertise. This is now proof that can’t be ignored: The buyer expertise turns into wealthy and highly effective provided that the circumstances for efficient interplay exist.
This explains why the buyer expertise is more and more a digital buyer expertise. It is inside this conceptual and technological horizon that Doxee strikes, and it has lengthy been dedicated to providing a sequence of interactive data-driven, personalised, and contextual providers.
Doxee options – and particularly Doxee Pvideo®, which constitutes the central factor of an progressive approach of doing video marketing – are capable of translate the tendencies shaping the water sector into concrete tasks. This contains the progressive adoption of a totally entrepreneurial logic, to the no-longer-postponable dedication to environmental sustainability, and the recognition of the significance of the finish client.
In explicit, on the buyer care facet, one thing that’s bringing monumental advantages is the built-in and widespread use of digitalization instruments, together with interactive movies, which allow advert hoc capabilities for the personalization of content material and contributes to the success of doc dematerialization processes.
Video marketing in the water utilities can tremendously profit from these developments in digitization that enable prospects to realize autonomy in managing their customers and in the end contribute to the development of a brand new conversational framework in which all events concerned can expertise a real, extra knowledgeable, and efficient dialog.
Marketers’ belief in video will increase exponentially as the outcomes obtained on the primary KPIs develop and, consequently, their use grows in flip. Video proves to be a decidedly efficient media software that can also be able to intercepting the desire of shoppers and remodeling it right into a narrative by photographs, and it’s additionally capable of positively influence organizations’ ROI.
In 2020, video marketing proved to be a very clever selection that was indispensable for avoiding interruptions and slowdowns in the buying funnel and for preserving the relationship with customers alive. As we’ll see, that is largely supported by numbers.
The state of video marketing: Some knowledge
A latest research by Wyzowl on the efficiency of movies inside company marketing plans defines video as a key asset, emphasizing the decisive contribution towards enterprise continuity that they made throughout the disaster of 2020. Chosen with conviction by entrepreneurs, movies assure a better return on funding than different instruments, a powerful influence on visitors, lead era, gross sales, and the actual understanding of the message by the viewers. In truth, customers proceed to understand and use video as an integral a part of their journey with manufacturers.
Wyzlow highlights that:
Video is now utilized by 86% of firms (in 2020 the share was 85% and 61% in 2016);
93% of entrepreneurs incorporate video completely into their plans, a rise of 1 share level over 2020;
87% of entrepreneurs acknowledge a optimistic ROI from the use of video. This determine is especially vital after we think about that in 2015, solely 33% of entrepreneurs made the similar assertion.
In latest years, there was a excessive diploma of consciousness about the potential of video that has been accompanied by improved technical experience relating to the right way to monitor and quantify outcomes. In truth, 94% of entrepreneurs agree that video has helped enhance customers’ understanding of their services or products, and 43% reported that video has considerably diminished the variety of assist calls their firm receives.
The majority of entrepreneurs surveyed additionally consider that video is an optimum funding for lead era: 84% say so, up 1% from 2020.
If we then flip to a cost-benefit evaluation on the gross sales facet, practically eight out of ten entrepreneurs consider video has a direct and optimistic influence on gross sales.
Finally:
51% of entrepreneurs proceed to include video content material into their ABM methods, utilizing it in a complementary method to different, extra conventional marketing initiatives (NextRoll);
In conclusion, on the present state of video marketing we really feel we are able to agree with Hubspot’s assertion that video is at present the #1 type of media used in content material methods, surpassing blogs and infographics. Even in “troublesome” markets reminiscent of utilities and the water sector particularly, video marketing, with its contribution to superior profiling and differentiated communication, may help resolve more and more troublesome challenges.
Personalized video for enterprise: Four examples
Personalized movies are an evolving actuality that may serve many alternative functions. For instance, they will have a good time the achievement of a objective or the optimistic outcomes of an consciousness marketing campaign, or they will invent a recreation to recommend a Christmas reward that’s positive to be appreciated.
Or, and that is the case of the final two case histories in this part, movies can capitalize on the informative richness of knowledge coming from quite a lot of sources, reminiscent of the digital touchpoints designed for the buyer consumer all through his journey or the good metering gadgets carried out by vitality, fuel, and water firms. And, they will make use of this wealth of knowledge to refine their data of the buyer in order to supply him with providers which are more and more centered on his precise wants and saving him treasured time, by simplifying cost procedures and offering instant entry to the normal scenario of customers.
Finally, the final instance strikes the limits of personalised digital communication even additional: it’s a mini-site that can also be a real platform, one that’s versatile and that can be utilized instantly, and one that’s capable of assure tailor-made navigation paths by content material designed particularly for that particular person client.
Amnesty International Canada: The energy of a customized thanks
All too typically, firms are inclined to focus solely on what might maybe be loosely outlined as unsolicited mail. Amnesty International Canada has determined to take a decidedly completely different tack. We wrote a submit a while in the past about how nonprofits are studying to harness the potential of digitization. Here, we need to give attention to a distinct energy of content material personalization: Amnesty has successfully targeted on a direct “call-to-action” enchantment to donors by a video that known as every donor by identify.
Nothing could possibly be easier – and extra highly effective – for constructing donor loyalty by a thanks that’s all the extra genuine as a result of it’s accompanied by the outcomes achieved: the success of the group’s initiatives in the video is credited totally to the dedication and generosity of the donors (supply: rocketium.com)
Iberia Airlines: Leveraging cookies for the good Christmas reward
During the 2016 vacation season, Iberia Airlines prospects acquired a number of emails that requested everybody the similar query: “If you may select one vacation spot on your trip, what would it not be and who would you go along with?” If they determined to reply, prospects have been redirected to a microsite the place they have been invited to enter their solutions and the e mail deal with of the particular person they needed to journey with in a particular type.
Not lengthy after, the most popular journey companion would obtain an e mail containing a message that winked at the referring particular person’s dream trip. To view the card, he merely needed to click on on a hyperlink. At that time, a devoted web page would open immediately on his browser. In this fashion Iberia, put its promoting price range to good use: By utilizing cookies (with the consumer’s permission) the particular person referred by its customer-traveler noticed the banners on the net and received a suggestion for the good Christmas reward.
Here, the respectful and clear use of cookies by Iberia is noteworthy, as a result of the consumer needed to give his full consent in order to proceed “taking part in” (supply: Hubspot).
Doxee and IREN: Promoting New Downstream providers with personalised movies
Iren is one among the most necessary and dynamic multi-utilities in Italy. It operates in the manufacturing and distribution of electrical energy, fuel, and district heating providers, and it’s at the forefront in the proposal of add-ons – renamed “New Downstream” – reminiscent of the LED lights package, the good thermostat, and Clairy, an progressive air air purifier that reduces home air pollution. Iren, “a multi-utility that appears to the future,” adopts progressive technique of communication, which permits it to function below the banner of high quality and a spotlight to the wants of shoppers and residents.
To promote its New Downstream providers, Iren selected Doxee personalised movies with the objective of welcoming the buyer, growing confidence in the service bought, and at the similar time proposing new providers in line along with his pursuits.
The personalised video proposes content material that’s related to the consumer profile and all the helpful info on the right way to enhance vitality consumption. It additionally accommodates a remaining mini-survey, which could be crammed in inside the video itself: By answering a couple of quick questions, Iren will have the ability to know its prospects higher and personalize their devoted affords much more.
Developing customer-centric methods: The way forward for the water utilities is video marketing
Digitization has had a profound influence on the utility sector, reworking its industrial construction and the approach it pertains to prospects. Operators of utility firms, and particularly these concerned in marketing in the water sector, are more and more investing in good applied sciences and innovating providers to supply increased high quality and sustainability.
In this context, video marketing can contribute to the improvement of customer-centric methods. Thanks to its intrinsic narrative capability, video is much more partaking than different types of storytelling as a result of it affords the model countless potentialities to inform its story, by photographs and sound. Doxee offers water firms with the applied sciences essential to develop a well-defined and differentiated picture and to fulfill the wants of shoppers who demand extra transparency and interplay.
In different phrases, what Doxee’s interactive expertise can obtain is, above all, an necessary aggressive benefit.
Discover how Iren has innovated its communication to convey elevated high quality and a spotlight to the wants of shoppers and residents
