INTERVIEW with Laura de la Fuente, CEO of Snippet, a digital marketing company that provides companies with the possibility of individualizing their corporate audiovisual messages, adapting them to each user.
-In digital marketing there is a lot of talk about the personalization of advertising … but what would be the differential value that individualization offers compared to it?
The personalization concept is used in marketing very lightly, with putting "Dear Laura" in a newsletter, it is considered that you are making good use of the lead.
Personalization accommodates messages based on the preferences and specific interests of different people. You could define it in the marketing environment, such as displaying products or services based on parameters established for each one with a message defined by cluster.
Individualization is the progress of personalization, defining the content not only based on what was previously mentioned, but also depending on the moment in which you interact with it, the channel in which it is served and, of course, with a direct message and only.
An individualized content is the content that adapts to our needs
It is imperative that, as communication experts, we begin to evolve our discourse.
Differentiation is no longer only in the product, but in the way of addressing people.
-How can you identify the needs and interests of each buyer? How to respond to them thanks to technology?
Companies, in recent years, have been concerned with obtaining a large amount of information to get to know their customers with the aim of keeping them loyal. Large BI investments have enabled us to identify who our buyer is and what their needs and interests are.
But, once achieved, they have realized that responding to each of them requires an unattainable budgetary effort if it is done as they have been developing so far.
Scalability, a quality that all companies seek for the model to be successful, works in the opposite direction to this.
Another of the borders that makes this difficult is the diversity of devices, channels and formats to attract people's attention.
For this reason, Snippet appears, which is based on the evolution from personalization to individualization of unique and effective content at low cost.
-Content … is it still king on the Internet?
Certainly, but not in isolation. Anyway, if we talk about content, the complex is to get it to be of quality. What we have looked for in Snippet is to generate good user / person / client experiences through content. And when we mention quality content, we do not mean that it is very well shot, designed or that it requires large budgets, but that it is useful at the precise moment when each of us needs it.
-And how should that individual content be?
An example that I always give is the following: Orange; Every time a new user hires a product, he receives an SMS in which he explains through a video what he has hired, what the final price is, when he will receive the invoice and the service details. Customers greatly appreciate this type of message and even view it multiple times throughout the month. The reason, clear, transparent messages that are useful when questions arise.
An individualized content is the content that adapts to our needs and that is usually the result of a very meticulous and complex strategy to determine what is really interesting for each of us. With the previous example, our platform generated 44 billion combinations to be able to serve the perfect video for each new client and of course, speaking one by one, by name.
That it was time for brands to talk about you digitally as they do in their physical stores.
-Applying it to the audiovisual field … not all companies may be able to individualize their messages, how does Snippet achieve this and make it more accessible?
We are working on a new product that meets this need. In a month we will launch it on the market and invite you to try it.
Any SME may make this type of communication by themselves. It is a SAAS model that works to democratize good communication.
-What can a company develop an individualized video content campaign?
With the data provided by various studies, we can see that 90% of consumers find personalized content useful.
78% of users believe that companies that provide personalized content to their customers are interested in creating more lasting relationships over time
73% of consumers prefer to do business with brands that use personal information to make the shopping experience more relevant.
And that the average of viewings, of all our campaigns is greater than 4, makes us believe in the value of this way of establishing relationships between brands and their employees or the people who are interested in them.
-How does engagement increase?
Our average number of visits is 4 times per user, but we have campaigns that have been seen more than 18 times per user, the best-known example is that of Real Madrid's birthday. We have been working with them for 3 years and the results only improve. The partners show interest in what will happen on their next anniversary.
In the case of internal communication, there are videos with 64 visits, the employees show it to friends and family. The CEOs of the companies with which we have collaborated in this type of campaign share anecdotes that demonstrate the effectiveness of the message.
Telmex informed us that the Up-selling campaign that we carried out for its clients was the most successful of the year. The only reason, that the user finally understood what it meant to have more internet speed. And I never get tired of seeing the Leads campaign that we did for Mixta and for the Brotherhood.
It is incredible how, campaigns in which users were asked to include their name + surname + email + sex + date of birth, were viralized on social networks. The vast majority shared them on WhatsApp, the most personal network.
-Which companies have carried out campaigns in this regard?
Orange, Vodafone, Claro Video, Telmex, Mahou, Santa Lucía, Mapfre, Bancomer-BBVA, Sony Pictures, Real Madrid, Iberia, Philip Morris, Avoris, Palladium, Creditea, TuDespensa.com, Banco Santander Brasil, ColSanitas, American Express, Profuturo, Banamex, among others …
We have also worked with agencies such as the Havas group, Publicis, Shackleton, among others, that convey to us the need for our technology to make their campaigns more effective.
-Where do you think technology will evolve to be able to offer even more personalized services and campaigns to companies in the future?
We are working on creating unique experiences based on geolocation, we connect with CRMs, which indicate when a person needs a type of content based on their navigation. We are also experimenting with 3D formats and allowing the user to interact with the communication so that the next content displayed is exactly what they are looking for. Less advertising and more experience.
-How will customer needs change in the future? What will they demand? Are we ready to meet your needs?
Whenever I am asked this kind of thing, I answer that if we knew, the magic would be lost.
But what we are sure of is that we are on the right track. In a short time we are working with clients in Mexico, Colombia, Brazil, Spain, Portugal, Italy, Miami … The need was clear and global. They are already asking us for cases for China, Emirates, everything will come, but there is much to investigate.
Luckily, the Snippert team is very demanding and we all advocate quality so that experiences are useful for each person and I think that will never go out of style. Back to basics.
But I dare to tell you, that our focus continues to be caring, sharing and incorporating talent to be prepared in the case of new needs and to be agile when it comes to transforming our business to adapt to what comes.