The universal application of personalized messaging

MarTech Interview with Matt Ramerman

Personalization · 30/04/2019 · 5 min read

by Sinch

“Dynamic, personalized messaging has universal application for any enterprise currently using messaging as a channel for engagement, or a brand seeking new ways to connect with consumers on mobile.”

In this MarTech Interview, the CEO of Vehicle (a Sinch company), Matt Ramerman talks about how brands can engage with customers using personalized content to address their unique needs and interests. The accelerating pace of digital transformation offers direct marketers and businesses the opportunity to engage with customers on a more individual level. Matt opens about how personalized messaging can help direct marketing teams compete and win in this digital landscape.

At Vehicle, Matt and his team help brands strengthen their relationship with their consumers by transforming the customer journey using personalized video and dynamic content. This enhances engagement and increases message relevancy amongst the audience.

In conversation with MarTech Advisor, Matt explains what personalized video and mobile messaging is. He also discusses the impact of direct mail on marketing and sales strategies in 2019. With personalization taking center stage in the marketing landscape, Matt helps marketers by answering questions on: How to optimize and personalize video content? What are the best practices marketers need to follow in a B2B vs B2C market landscape? What are the upcoming trends in this space? And more.

Key takeaways from this MarTech interview:
  • Understand how personalized messaging works
  • Know how to measure the ROI of personalized messaging
  • Learn all about the trends to follow for 2020

Here’s what Matt shares on how customizing direct messages can help marketers amplify their audience reach:

Matt, to set the context, what is personalized video and mobile messaging? How is it changing marketing and sales strategies in 2019?

In the face of mobile-first, mobile-only consumers, enterprises around the globe are seeking new channels to drive engagement with their customers. Email is becoming less and less effective as measured by open and conversion rates in the face of shifting digital orientation. The Sinch “personalized messaging” platform simply intersects consumers directly into channels they are actively using, leveraging the media format they prefer. The ability to dynamically render content, tailoring the message to the individual recipient, ensures maximum engagement and content relevance. The result, dramatically strengthening the relationship between brand and consumer.

How has personalized messaging evolved over the last five years? Do you see it as a trend that will impact the future of marketing?

Messaging adoption by enterprises has increased dramatically over the last five years, bringing all messaging channels (SMS, MMS, OTT, Social) into the mainstream as the primary point of connection with consumers. Personalized messaging platforms have been extended to connect all channels, providing enterprises with the flexibility to meet consumers in their channel of choice.

Which are the three major industries where personalized video and mobile messaging work as the best way of communicating with customers?

The application across verticals is endless. Dynamic, personalized messaging has universal application for any enterprise currently using messaging as a channel for engagement, or a brand seeking new ways to connect with consumers on mobile. Enterprises in the subscription business with heavy investment in direct-to-consumer are already using personalized video. It stands to reason that the direct marketing industry would be first; however, any company developing consumer direct strategies should consider dynamic video.

What are the three most important lessons for B2B marketers who wish to optimize their video content? Should the focus be on a type of video (example: how-to, product related)?

Personalized video has a tremendous opportunity for on-boarding orientation, teaching & training, up-selling or contract extension. Video enables marketers to ‘show’ not tell, simplify the complex, and bring together emotion through sight, sound and motion.

How is personalized video and mobile messaging consumed by the audience – both in the B2B and B2C markets?

Personalized video can be presented across the entire digital ecosystem – across all direct-to-consumer messaging channels (MMS, SMS, RCS, OTT apps, Social Messaging), website (behind customer login), social media and paid media placement.

What are the best practices in personalized video and mobile messaging that marketers need to follow in a B2B vs B2C market landscape?

The key to personalization is to deliver content that drives both engagement and relevance with your audience. Personalization should be used to maximize engagement and relevance, but not to overstep by including too much data. There is a fine line between relevance and being creepy. If the content passes the relevance test, the message is well tailored.

Which are the best content distribution techniques for B2B marketers to deliver their videos (example: website, social media)?

Consumer direct channels over messaging (MMS, SMS, RCS, WhatsApp) provide the most powerful opportunity for personalized content. Combining the engagement of mobile messaging with personalized video will deliver the best conversion rates.

What are the latest developments at Vehicle that you are most excited about? Can you share three upcoming trends for 2020 marketers should watch out for in this space?

We are most excited about RCS, which will provide Marketers with the best channel yet for consumer engagement. Our personalized video engine and dynamic content is the perfect fit for conversational commerce, enabling marketers to drive the highest level of engagement with consumers. RCS delivers content via consumer’s preferred channel (messaging) with the advance functionality of a mobile application already built into the native messaging function.

Neha: Thank you, Matt, for sharing your insights on personalized messaging for digital marketers. We hope to talk to you again soon.

Originally posted by MarTech Advisor