In the utilities and energy sector, new markets and even more competition means that marketers have to work harder to keep customers happy and reach new customers. In this new environment, one-size-fits-all is not an option, and marketers are embracing new, targeted approaches using new technologies like personalized videos to engage with customers on a one-to-one level, with personalization and customization.
Personalization and customization: An opportunity for the Utility sector
For the suppliers of light, gas, water, internet, and telephony the customer is front and center in their focus.
The old concept of a distant, uninformed user who is unknown to the company is gone. Today’s customer is smart, knowledgeable, and used to engaging with technologies that know who they are and what they’re interested in. Today’s customer pays attention to the environment and to a company’s sustainability efforts and its ability to use personalization and customization. These are customers in a complex and hyper-competitive market and companies will want to tailor their communications with them as much as possible, based on the fundamental pillars of clarity, simplicity, transparency and of course personalization and customization.
Doxee works with utilities companies to help them bring personalized video and other customized communication tools to their marketing campaigns. CIOReview recently included Doxee in its list of the “20 Most Promising Technology Solutions Providers for Utilities”.
Doxee provides interactive services, such as personalized videos, that can be tailored to the needs of each user.
The main tool of marketing: video
In a marketing context, video is unrivaled in terms of effectiveness: video. Consider that:
- 78% of online users watch at least one video every week.
- As many as 55% watch one video every day (source: HubSpot).
- More than 500 million videos are viewed on YouTube every day (source: Business Insider).
- YouTube is second only to Google in terms of website traffic (source: Alexa)
Fifty-five percent of people pay more attention at videos than any other type of content (source: HubSpot), and when a video is displayed, the average user holds even 95% of the message it contains; on the other hand, if they read a text, this percentage stops at 10% (source: Wirebuzz). In the war for customers attention – the main challenge for marketers today – videos are therefore an important ally for a brand.
On social media, the trend is the same: people watch about 100 million hours of video on Facebook every day (source TechCrunch). 82% of people registered on Twitter (according to data provided by the same platform) consume video content constantly. Finally, Instagram has found success with its video Stories. People consume a huge amount of video and they want more and more. By 2020, videos will constitute more than 80% of total online traffic (source: Cisco).
We also know that nearly 50% of users online view videos of a product before proceeding with the purchase (according to data from Google) and that including a video on a landing page increases the conversion rate by 80%. (source: Unbounce).
It is not a coincidence – and with this we conclude our data overview – that 52% of marketers said that video is the type of content with the best ROI (source: Adobe) and that companies that use video in their marketing strategies have – on average – a click-through rate higher than 27% and a conversion rate higher than 34% compared to those that do not yet use video (source: Buffer).
Personalization and customization: the main features of personalized videos
Thanks to new communication technologies and the most advanced technologies for data analysis and transformation, today it is possible to launch video campaigns that address and engage each user in a diversified and dynamic way.
Personalization and customization work. Nike created its first personalized video campaign for Nike+ members in 2014, and companies like Barclay’s and EasyJet have used personalized videos in their campaigns. This year, Adidas created a customized video for every runner in the 2018 Boston Marathon featuring select performance data and a photo taken of the runner at some point during the race.
Utility and energy companies are listening. Utilities companies who use personalized videos in their marketing and customer care strategies have a Net Promoter Score (NPS) that is 24% higher than those that do not. This means that 24% of customers have been found to recommend a company’s services when a personalized approach is used. It also found that 79% claim to have a much-improved perception of the brand.