One Differentiator Per Video: A Format That’s About to Take Off

Interesting Not Interesting Share Tweet failure to differentiate. It’s the product of “commoditization” that is driving consumer marketers to obsess about touchpoints, customer experience, engagement, AI, and the burgeoning “martech stack.” The consumer buyer’s journey is all about delivering the right message or offer at the right time. One differentiator per video is a format that’s about to take off. Examples: One research report yields seven differentiator videos. According to a 2017 study Lead Generation to Increase Conversions by Ascend 2, research reports and video rank highest among types of content that generate the most conversions. Research reports convince a lot of buyers to become customers. As do videos. Maybe not, but research reports can make interesting source material for videos. Each video introduced a different survey question and briefly explained the technical issues raised in the center managers’ responses. This campaign generated more than triple the clickthrough of industry standard benchmarks.

Author: Bruce McKenzie / Source: Business 2 Community

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Technology products have become increasingly hard for buyers to differentiate. Gartner has published research on the prevalence and dismal consequences of

failure to differentiate.

It’s the product of “commoditization” that is driving consumer marketers to obsess about touchpoints, customer experience, engagement, AI, and the burgeoning “martech stack.” The consumer buyer’s journey is all about delivering the right message or offer at the right time.

Similarly, Gartner research analyst Hank Barnes says that the way to differentiate a technology solution is, not with forgettable laundry lists of differentiators, but with one key differentiator. One thing that customers can remember. One differentiator per video is a format that’s about to take off.

A single-differentiator video will be valuable to customers researching an issue on their own. Business development reps can share it. Marketers can tweet it.

Examples: One research report yields seven differentiator videos.

According to a 2017 study Lead Generation to Increase Conversions by Ascend 2, research reports and video rank highest among types of content that generate the most conversions.