Buyer Behaviors Transforming Traditional Industries


November 30, 2018

 The expertise financial system isn’t nearly pop-up retailers and Instagrammable wall quotes (though each of these are massive traits). B2B consumers are demanding extra human, personalised experiences at each touchpoint from search to buy to assist. As their wants evolve, so too should the industries serving them. Financial Services, actual property, and retail – historically laggards in innovation – are being pressured to adapt.

Here are concepts on the right way to use video to seize an viewers’s consideration, construct belief, and ship extra private experiences.

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1. Banking and Financial Services

Customer expertise is vital in each sector, but it surely’s typically neglected in conventional industries corresponding to banking and monetary providers. An EY Global Consumer Banking Survey discovered that clients cited their expertise with monetary service suppliers as their high cause for opening a brand new account or beginning a brand new service.

Just over 41% of consumers cite “experience” as the highest cause for opening a brand new account.

When banks fail to satisfy clients’ expectations it leaves the sphere broad open for fintech startups to poach clients. Companies like Venmo and Mint are available with easier, friendlier providers that enchantment extra to todays consumers. On the funding facet, dead-simple investing apps corresponding to Wealthsimple and Betterment steal younger buyers from conventional wealth managers.

Look to Wealthsimple for video advertising inspiration

Wealthsimple was fast to leap on the video bandwagon. They knew that they might higher educate, join with, and spotlight what they do by way of video. Their movies garner over 1 million views on common and are simply individuals discussing cash (and investing). Their model messaging “Investing for Humans” is amplified through the use of video to convey actual faces to the story.

Banks and different monetary establishments that need to reclaim their relevance need to make a private impression. Video is a good way to do this. According to Forrester, video permits monetary providers corporations to showcase their model’s distinctive worth proposition. It additionally permits them to simply clarify services and products, present monetary training, and provide higher customer support.

See why Financial Services must undertake video within the newest report from Forrester

Personal bankers who ship quick movies that includes a prospect’s identify make a human connection that apps can’t match.

And wealth managers can leap the approaching wealth-transfer chasm through the use of video to teach and interact youthful generations who PwC estimates will obtain $30 trillion from ageing members of the family within the coming decade.

2. Real property

The Great Recession did greater than push again dwelling purchases for youthful consumers – it rewired their pondering round actual property fully. They’re extra prone to see dwelling possession as a monetary funding than as a life milestone and usually tend to have an interest within the granular particulars of the house – inexperienced and energy-efficient facilities, low-maintenance yards, and neighbourhood “vibe.”

In quick, brokers must seize the eye of detail-oriented consumers who anticipate to have questions answered 24/7 but whose inboxes are bursting with a collective 281 billion emails. Video is a technique of doing that.

Real property brokers can harness the ability of video by filming personalised mini-tours of potential properties to spotlight the small print that matter to every consumer. When prospecting, they will ship selfie movies that earn 4x larger open charges, and assist showcase their persona and experience.

Don’t simply take my phrase for it, take a look at this nice video by RUHM Destination Marketing:

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three. Retail and e-commerce

Today’s retail and e-commerce consumers might not stay as much as the stereotypes of entitled, lazy, gleeful killers of conventional industries, however they’re totally different. Personable customer support is crucial to their buy selections and most anticipate manufacturers to share their beliefs, which makes video an ideal format with which to succeed in them.

Brands with simply demonstrable merchandise corresponding to software program, kitchen devices, or tech gear can use video to indicate off their wares, but additionally to speak their shared values – as Nike did with its newest Just Do It advert marketing campaign that includes Colin Kaepernick. And one-to-one personalised movies – potential at scale with the suitable video expertise – assist construct belief early within the gross sales course of so clients really feel like they’re connecting with an individual as a substitute of a faceless company.

Video can also be nice for assist. Today’s consumers are sometimes reluctant to name customer support and no one likes navigating a cellphone tree or sitting on maintain, so video gives a sublime various. Customer service or tech assist brokers can report fast, personalised movies displaying them the right way to troubleshoot a purchase order.

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Video closes offers

Video additionally gives conventional industries a path to premium earnings. Like a handwritten card, many individuals assume personalised movies take time, effort and funding to create. Leaving the client extra impressed by personalised video than mass advertising. This can increase the corporate’s public notion in a approach that results in gross sales.

¾ of late-stage prospects who obtained personalised movies bought.

PwC’s Global Consumer Insights survey discovered that customers are prepared to pay extra for personalised providers, so personalization may additionally assist manufacturers worth and place merchandise as premium. Vidyard analysis additionally discovered that three-quarters of late-stage prospects who obtained personalised movies bought, a lot of them by the tip of the quarter. As purchaser expectations evolve, so many corporations and video is a good way to make the transition simpler.

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Chris Gillespie

Chris Gillespie

Chris Gillespie is the author and founder behind Find A Way Media which helps nice companies create killer advertising content material. Based in Brooklyn, Chris spent years promoting SaaS expertise options and now helps these corporations craft their content material advertising methods.



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