As a loyalty technology supplier, Idomoo is redesigning video in the workplace. Over the past 10 years, the company has worked with some of the largest brands in the world. As brands continue to invest in video on the B2B side and data-driven personalization becomes more relevant, Idomoo merged the two concepts to create dynamic and personalized videos brands can use to engage members.
The Idomoo platform allows brands to take first-party customer data and blend it into short-form video, like welcome and onboarding, overview of rewards benefits, or year in review videos. Through the platform, Idomoo provides loyalty program members with extra-personal interactions in the form of video at scale.
Mark Johnson, CEO of Loyalty360, spoke with Jamie Jarboe, Vice President of Sales and Strategic Accounts at Idomoo, about his upcoming presentation on redefining customer interactions at the 2023 Loyalty360 Loyalty Expo.
Can you give us a brief overview of what you plan to present at the 2023 Loyalty Expo?
Jarboe: We have been so fortunate to work with some of the world’s most prominent brands from the banking sector, health care, or video games — a lot of people love getting videos as video game players. By being part of that — and in my role, working on our strategic accounts team — I’ve had the benefit of being able to partner with many of these brands and have a finger on the pulse of what’s happening in the market; what’s working, and what’s not working. I think what’s been most fascinating is the correlation between increased engagement leading to increased retention, increased loyalty, and increased purchases stemming from the use of these well-timed, well-executed, and strategic deployments of a personalized video campaign.
The clients we work with who have done this the best are looking at the entirety of the customer lifecycle to identify where PV can make the biggest impact; starting from the moment they become a customer, by setting the first impression with a one-of-a-kind, highly detailed, data-driven welcome and onboarding experience all the way down to every touchpoint you can imagine, like explaining the first bill, or recapping the rewards they accumulated over the last month, quarter, or year. I would love to show some examples of what we feel are the best-use cases that have led to increased retention, satisfaction, increased engagement, and everything that ties in with loyalty marketing today.
Interestingly, we’ve seen some personalized video rollouts contain over 1,100 unique, variable data points squeezed into a three and half minute video. From a technological perspective, it’s brilliant that we were able to squeeze that much data into one video experience. But we found that it can present the user with a bit of “option overload” that can be overwhelming. So, we try to embrace the “less is more" philosophy of delivering the most impactful experience by using only the most relevant customer data for the use-case at hand. Just because we can include as much data as we want doesn’t mean that we should.
Instead, we focus on things that truly make an impact. For example, let’s say we’re deploying a “year-in-review” style video that provides the user with an overview of the credit card rewards they’ve earned over the last year – we would include the user’s first name, the unique benefits they’re getting from their card, the total amount of points they’ve accrued – all while giving them an easy way to redeem these points. We try give the end users a path of least resistance to ultimately converting — whatever the definition of conversion for the use-case or campaign at hand — and keeping it short, keeping it simple, and ensuring we’re giving these users a launchpad to do whatever it is we want them to do after watching the video.
Who do you think would benefit most from your presentation at the 2023 Loyalty Expo?
Jarboe: Any brand or company that communicates with their customers at scale is a great fit for the technology. When we think about it, that’s just about every brand in the world! To narrow it down, I think the majority of the clients we work with center around the financial services domain, but we’ve also done a lot of fascinating and innovative work within travel, hospitality, the gaming space, insurance, and healthcare.
Anytime there are complex messages going from a brand to their consumers at scale, we’ve found that personalized video, dynamic video, interactive video, or a combination of each of those concepts is the single most effective way to communicate with those customers at scale today.
What are a few key takeaways attendees can expect to learn from your awards presentation?
Jarboe: For this audience, I think the most compelling information would be learning what some of the industry leaders are doing right now and what’s working for them. Oftentimes, there is a “Keeping Up with The Joneses” mentality within the Enterprise space where one brand really nails a marketing concept and another brand does something similar — they bring their own innovations, optimizations, and improvements upon the original concept and we’d love to showing some of the trends we’re seeing out there.
Big picture, we’re looking forward to sharing some of the most successful use-cases you could embrace with a technology like this. But more than anything else, I’m hoping to reshape the definition of video for those who listen into our presentation. It’s not one size fits all anymore.