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Blog Your New Video Platform Strategy for Superior Digital CX

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Guy Atzmon Nov 17, 2020 SVP Creative & Product
Customer Experience Platform

More and more brands now understand the incredible value of video as part of their digital customer experience (CX) strategy. But they’ve also learned that creating powerful video-powered experiences can be very challenging. Video creation can be resource intensive—both in terms of budget and various specialists.

Videos must be consistent in tone, look, and feel; not to mention that measuring the results and KPIs of videos is crucial and its own challenge: I’m not talking vanity metrics but if a video is driving real changes in customer behavior. That is, after all, the point.

SundaySky’s transformation to power digital CX engagement includes advancing our Video Experience Platform to address the challenges of creating compelling video experiences. We’ve evolved our platform from focusing solely on personalized video to empowering deeper and more compelling digital experiences. Our customers can now use video more broadly and for more types of experiences across customer journeys, and can experiment with different approaches without stressing their resources. New features and capabilities allow brands to choose their level of involvement and control when creating videos. Allow me to explain…

The value of a platform for your video experience strategy

A video experience platform is the optimal approach because it solves several video challenges:

  • Centralized repository of assets: A platform provides a single, centralized place to keep all video assets. It helps brands get the most impact of their scene library and digital assets, and maximizes ROI with easy results tracking.
  • Agility with ease: Speed, as we are all aware, is crucial these days due to the continuously changing news cycle and events in our lives. Brands’ digital communications need to provide customers with clear and updated messaging to remain relevant. SundaySky’s platform enables content velocity by helping brands create and modify more video experiences, faster.
  • Economies of scale & independence: A platform approach offers economies of scale because video content can be reused and adapted. Finally, it offers independence—brands can create experiences in-house without a mass of experts.

Personally relevant and flexible experiences require content modularity

Last year we introduced SundaySky’s next chapter in order to give brands the ability to create a wider range of video-powered experiences that solve CX challenges.

SundaySky’s platform uses a modular content approach, which offers the most flexibility, choice, and speed when creating video experiences. We’re doing that by empowering brands to create digital experiences that align with the data they have (or lack) or the type of experience they want to offer. To give a quick idea, the four types of experiences are individualized, dynamic, contextual, and interactive, which range from data rich to data light. Brands can still communicate with customers at an individualized level with videos that are deeply personalized and help solve complex customer issues. But now they can also deliver video experiences that align with different contexts and business goals:

  • Contextual video experiences use less personalized data in the video and are often shorter (think <1 minute) but highly targeted to an audience segment based on the content presented which makes them highly relevant to the viewer.
  • Interactive video experiences require minimal data because they put the viewer in control by letting them choose their own path and thereby relevant content, by answering in-video questions or by selecting specific video topics in a navigation panel.
  • Dynamic video advertising experiences use data to drive the content selection and the audience targeting, as they are served on broader, more public channels like paid media advertising and social.
  • Individualized, or highly personalized video experiences, is the most customer data-rich type, and often delivered in post-authentication account portals and mobile apps.

To learn more about these four types of video experiences and how they can each be deployed to meet business goals, watch this video clip:

Revolutionizing video scene architecture

Content modularity is crucial for building different types of experiences beyond personalized video, but it’s also critical in configuring the video’s building blocks: the scenes themselves. This enables different scenes to be used in different ways: for different stories and at different moments throughout customer journeys. Our platform only needs a minimal amount of scenes to create completely different video experiences for different business goals. This allows for outstanding scalability of video for personalized CX.

We’ve revolutionized scene architecture with a layered approach that simplifies scene sharing and reuse to increase content flexibility. There are a few layers of each scene:

  • Strategy: the topics, messages, and audience(s) defined and intended for each scene
  • Wireframe: the content placeholders—whether text, image, or video—laid out in a scene
  • Theme: the visual packaging (look and feel) gives the placeholders meaning, animation, and branding
  • Content: the static, logic, or data-driven fulfillment of the placeholders by the platform

For a deeper dive into SundaySky’s new scene architecture with an example of the layers brought together, take a look at this 2-minute video clip:

Evolving our platform from focusing solely on personalized video to empowering flexible digital experiences of all kinds and letting brands take control of their video experiences enables content velocity at the speed of your customers’ ever-changing expectations. And that means taking control of delivering meaningful and impactful CX to your customers. Get in touch to schedule a platform demo today.