by Arleen Atienza
Modern times call for modern marketing efforts. As consumers become more sophisticated and discerning, so should the brands trying to win them over. And in a highly competitive world,
There are plenty of ways businesses can leverage technology to grow and maintain their competitive edge. And one of the most effective ways to do it is by integrating personalization and emotional AI in your video marketing strategies.
Why Personalize Marketing Efforts?
It’s safe to say that the one-size-fits-all approach would never work in modern marketing. When you’re competing with other brands for your target consumer’s attention, your messaging could stay on the back burner if your target audience cannot resonate with it.
In video marketing, personalization means tailoring your video content to ensure it’s aligned with the individual consumer’s specific needs, profile, interests, and preferences.
This may sound complicated, but thanks to consumer automation tools, personalizing video marketing communications is possible. So if you’re a brand that wants to engage on a deeper level with your target audience, it’s best to maximize the available resources, to create optimized video content.
Emotional AI for Video Marketing
From facial recognition for security purposes to AI chatbots that answer all our customer service needs, it’s clear that artificial intelligence or AI is here to stay. This technology offers plenty of practical applications. In the marketing world, it can help optimize ads and even help craft the copy you need for your ads. And if you’re planning on upgrading your video marketing strategy, then emotional AI or affective computing is a great tool to add.
Emotional AI can analyze a viewer’s facial expressions, tone of voice, and other observable signals to detect emotional cues. It can give marketers the data to test how a video campaign may fare upon launch. And if the results are not up-to-par, they may go back to the drawing board and revise based on the data and insights provided by emotional AI. Some marketers also use affective computing to get real-time viewer reactions during video or live events. They can use the results to adapt their programming and ensure viewers stay tuned in.
When used well, emotional AI tools can allow marketers to optimize their video content to make sure their storytelling and messaging are relevant and engaging. Integrating emotional AI into marketing efforts, especially video marketing, can help businesses produce more emotionally compelling and effective campaigns.
The Winning Combination: Personalization and Emotional AI
Personalization is essential in tailoring video content that can strike a chord with individual consumers or viewers. When used well, personalized video marketing efforts can help increase consumer engagement and brand loyalty.
Emotional AI can help provide valuable feedback on the effectiveness of your video content. You’ll be able to pinpoint specific parts where your content brought out the desired emotional response from the viewers. And from there, you can work on creating a video formula that works for your intended audience.
By investing in two things: solutions that develop the emotional intelligence of employees and emotional AI tools, you can further improve your video marketing strategy.. Doing so can help you deliver more personalized and emotionally-driven campaigns that will only continue strengthening your engagement with your consumers.
Combining Personalization and Emotional AI Effectively
One of the potential downfalls of combining personalization and emotional AI for video marketing is the risk of embedding bias. When you train your emotional AI, it’s possible to pass down any prejudice. So you need to be mindful of how you set up and teach your emotional AI tool.
You may have heard of criticisms toward facial recognition tools that have embedded biases. To ensure this won’t happen to your emotional AI-driven video marketing activities, you must use diverse and representative data. You want your tools to work for everyone and not just a small part of the population. It should reflect the diversity of the target audience.
Make sure you have data from different demographics, ethnicities, cultures, genders, and areas. Doing so will help you reduce the risk of biased results. Additionally, it helps ensure that your video marketing efforts are truly personalized and relevant to the consumers you’re targeting.
It will also help to conduct regular audits of the training data to identify and correct any bias that may have been unconsciously introduced. Consider consulting with experts in the field to address any ethical issues or prejudiced results concerning your AI tool.
In conclusion, personalization marketing is crucial for businesses that want to forge and strengthen bonds with their target customers. And emotional AI is an excellent tool to amplify that objective. However, the human touch in every business process, including video marketing, should always be there.
Emotional AI will not be able to replace the empathy marketers naturally have as humans completely. Instead, it’s a tool that can help do what humans can at scale. It’s also important to remember that AI tools, or any machine, can only be as good (or bad) as the humans that operate or program them.