siliconindia | | December 20179Jignesh ManiarData analysis can help marketers to tackle this challenge. Data analysis involves using customer data to better understand their needs and thus ultimately improve the marketing performance. Using data analysis, marketers can understand the needs and preference of the audience. This allows them to create personalized messages that would create maximum impact. Making video campaigns without data is like throwing darts in the dark. Video and data have been individually affecting marketing; the future involves combining the two and creating impactful video content based on insights received from data analysis. For eg, there's an interesting thing to notice. In the finance and fintech segment, Oxigen Wallet and PayTm were not the most active brand on the social media. In fact, Cleartax and Freecharge posted more than any other brand. Most of the content was textual in nature. However, when it came to brand engagement, Oxigen Wallet and PayTM outperformed every other brand with a huge margin. In fact, Oxigen Wallet led the brand engagement chart in its category with over twice the engagement from the second nearest competitor, PayTM. But even with low activity on social media, how come Oxigen Wallet `nailed it'? There were two ways in which Oxigen Wallet could have done it, either by posting more content in the forms of text and images, or sharing more videos. They chose the latter method.Need for Data Driven Video Content- Drawing insights from data can help in creating engaging and impactful campaigns. Smartphone
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