eMarketer reports many businesses are turning to a more personalized approach to marketing. By segmenting its customer base, especially through email lists, they hope to target people only with the information that’s relevant or appealing to them.

This is where video can really shine. The better you know your audience, the better you can produce something that’s going to capture their attention.

For example, business travelers… actually, let’s narrow our focus even further to female business travelers. Imagine an airline email blast to all its female business travelers.  It includes relevant customer service information, plus a video like this one…

VIDEO: United Airlines Executive

It features an airline executive that our targeted market can relate to, and puts the airline in a great light.

A well-defined audience is almost always going to make for a more effective video.

–Tony Gnau

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