The Rise of Big Video

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Marrying Big Data demographic know-how with compelling video content and technology is paramount in building a compelling marketing campaign.
Marketing

It's nearly impossible to think about building an effective marketing campaign without the mention of popular buzzword, "Big Data," which has become incredibly important for companies of all shapes and sizes, generating enormous challenges and significant business opportunities.

Big Data comes from everywhere and is an all-inclusive term used to describe vast amounts of information that can reveal incredibly useful trends and patterns when leveraged intelligently. The scope of data being collected by companies today is mind-blowing. In fact, according to IBM, we create 2.5 quintillion bytes of data every single day. That means that 90 percent of the data in the world today has been created in the last two years alone.

While Big Data has the potential to unleash a wealth of detailed information about each customer, marketers don't always know how to utilize this data in a way that is meaningful for both their customers and their businesses.The questions becomes, "How can marketers use Big Data in a meaningful way?"

While the rise of Big Data has its benefits and its drawbacks, gathering valuable consumer information online is becoming somewhat standard. Trendy wearables and digital gadgets like Slow Control's Baby Glgl, the smart connected baby bottle that proved highly popular at this year's CES event, are jumping on the digital tracking bandwagon to measure and follow each user's habits meticulously.Ultimately, this specific data collection allows brands to more closely profile each and every customer and understand their ongoing behavioral and buying patterns.

Perhaps the most important part of the Big Data puzzle is using this information effectively. And, as video is forecast to account for 75 percent of all global Internet traffic by 2018 according to Cisco, it seems that video may be the perfect tool to navigate this new frontier. This is because videos can give customers a quick overview of a product without overwhelming them with text, they're visually appealing and engaging, and they appeal to today's very distracted generation.Videos are also easy to share on social media and can be personalized and customized to truly engage an audience. For brands that want to stand out, cut through the noise, and offer an added value to the customer experience, video should be a no-brainer.Unfortunately, it hasn't been so easy.

With video production coming at a high cost, companies have struggled with how best to integrate a tremendous amount of data into the video technology platforms available. Until recently, companies were still tasked with writing a script and producing a video, which required significant resources.

However, there are now video templates that can automate this process while still remaining customizable, making it much easier for companies to utilize Big Data and improve their customer experiences. With the incredible amount of information out there about user preferences, social habits, and demographics, there's no doubt that video advertising should be able to profit from this. That's' why marrying Big Data demographic know-how with compelling video content and technology is paramount in building a compelling marketing campaign.

EXPERT OPINION
EXPERT OPINION