Knowing your audience and its behaviour is a lot. That knowledge is commercially valuable, month in,
month out.
It reveals what content is working, what isn't. Which ideas and tones, what imagery and stories are working, and
which aren't. We use it to improve your videos' appeal and conversion. You use it to enhance your marketing. And
together that means more enquiries.
In data-driven marketing, measurement is the foundation of everything. We coldly scrutinize a plethora of metrics to understand and serve your audience better. Each metric we measure – from clicks and preferences to viewing durations, choices made in interactive elements, and noted prejudices – is a goldmine of insight.
Clicks tell us what captures attention, preferences unveil what resonates, and viewing durations expose the engagement level of the content. Interactive choices made in videos offer a deeper layer of behavioral understanding, and prejudices - or preconceptions - help us tailor content that challenges or aligns with audience beliefs. These are not merely numbers; they are the seeds from which ROI grows.
The alchemy of merging interactive response data with tools like Google Analytics transforms cold stats into actionable insights. We look behind the data curtain to highlight not just what your viewers are doing, but why they might be doing it.
Using Google's powerful tracking capabilities matched with our proprietary interactive video data collection, we draw correlations between users' in-video choices and their broader online activity patterns. This fusion yields a holistic view, revealing engagement levels, content hotspots, and drop-off points, empowering us to make smart, data-backed decisions on content refinement.
Continuous measurement is key. It’s part of our DNA. Every click, every interaction, every second of viewing time is captured all the time. This relentless pursuit ensures that we not only have a snapshot of your audience's behavior but a complete motion picture; it's the difference between guessing and knowing. As patterns and trends change, so can our strategies, in real-time, keeping the content as relevant as it is engaging.
The audience is self-selecting by interest and content response, thus profiling itself for us. This isn’t indiscriminate surveillance; it’s insight generation from a keen and willing participant - the viewer. We honor this by respecting privacy while concurrently abstracting valuable data points which reflect genuine interest or concern about the topics we present through our videos. This is qualitative measurement at its most potent.
Every digital touchpoint is a source of insight. We measure not solely on your company's website but extend our scope to encompass social media channels - a territory where participation is bustling and the brand-audience engagements are most candid. Whether it's LinkedIn, Twitter, or YouTube, we track how viewers interact with your content across these virtual ecosystems, providing an encompassing view of their journey.
Measuring is a means to an end, and that end is perpetual improvement - to learn from every campaign, every video, every interaction. It’s foundational to our approach that your content not only meets the moment but preempts future trends and preferences. Measuring provides the compass we use to navigate the landscape of viewer interest and digital marketing efficacy.
Recent stats reveal the power behind our approach: for a FinTech client, our measured campaigns saw a 70% increase in viewer engagement after tailoring content based on earlier insights. Among these, interactive video elements boosted conversion by 30% versus non-interactive equivalents.
Industry figures support these findings: Insivia reports that viewers retain 95% of a message when they watch it in a video compared to 10% when reading in text. A boost in retention invariably leads to an increase in conversions, providing a true measure of a video's impact.
Armed with robust data and nuanced insights, here are some creative filmable video ideas:
Book a free, one-to-one, idea-packed session today, to explore Consequential Video, and its impact on your audience, reputation and enquiries. See precisely where Marketing Films would convert on your website and social media.
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