{"id":17411,"date":"2018-07-09T12:54:26","date_gmt":"2018-07-09T12:54:26","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/personalization-strategy-offline\/"},"modified":"2025-02-18T17:41:52","modified_gmt":"2025-02-18T17:41:52","slug":"personalization-strategy-offline","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/personalization-strategy-offline\/","title":{"rendered":"Personalization in the Dark"},"content":{"rendered":"

I recently spent a week at home without electricity.<\/p>\n

Guess that means I should now log on to my fully-charged laptop computer and humble-brag about the experience on social media.<\/p>\n

Admittedly, eating dinner by candlelight and using lanterns to illuminate rooms and hallways evoked a certain throwback charm, a simulacrum of living conditions from a long-bygone era. However, any of the quaint appeal of this lifestyle quickly dissipated amid the deafening pleas of two young children clamoring for PlayStation 4<\/a> and the latest episode of \u201cHenry Danger.\u201d<\/a> The loss of power became a power struggle in more ways than one. \u00a0\u00a0\u00a0<\/p>\n

Sit in on one of our meetings at SundaySky, and you\u2019ll hear plenty of talk about the power of sight, sound and motion when we discuss personalized video. Yet in today\u2019s always-on, hardwired world, we take for granted that the real power of personalized video is the electrical power which keeps all those mobile devices, computers and televisions up and running. Benjamin Franklin\u2019s<\/a> favorite science project is the fuel which enables SundaySky\u2019s SmartVideos to arrive on our customers\u2019 monitors and screens, safe and sound (or \u201csound off,\u201d which is a perfectly acceptable format<\/a>).<\/p>\n

It\u2019s reasonable to speculate what would happen to personalized video if everyone\u2019s digital doodads went dark. Let\u2019s just say, for the sake of argument, aliens shut down the world\u2019s power grid, sending civilization back to the Stone Age; OK, granted, that\u2019s a worst-case scenario, but there\u2019s a lesson to be learned: no marketer should be solely reliant on A\/C current to keep current with a personalization mindset.<\/p>\n

At our recent SmartVideo Summit in NYC<\/a>, 1-800 CONTACTS <\/a>CMO Phil Bienert spoke with SundaySky CMO Eric Porres about the building blocks of a great personalized experience.<\/p>\n

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\u201cIt starts with a foundation grounded in the customer experience \u2013 not just the bits that are digital, but really looking at that end-to-end experience. Identify every single time that you touch a customer. Whether it\u2019s a pixel or a human being or some other type of impression, it\u2019s an opportunity to make an impression and bring that customer closer to your brand.\u201d –\u00a0Phil Bienert, CMO, 1-800 CONTACTS<\/p>\n<\/blockquote>\n

We agree with Phil. Brands should take comfort in knowing that the same tools and insights of personalized video are applicable to a non-digital, human-to-human marketing methodology.<\/p>\n

At SundaySky we adhere to the following tenets:<\/h4>\n