"Video is the fastest growing format in branding and advertising, and mobile is the fastest growing form factor in the consumption of content," said
The interactive video category is growing at an amazing rate as companies continue to seek the best way to engage users. Entertaining content like the interactive
"The concept of mere 'brand awareness' is dead," said Rapt Media CEO and Co-Founder
Rapt Media Launches Eloqua Marketing Automation System Integration
As part of its business-focused drive to convert viewers into users and customers, Rapt Media also announced the launch of its integration with marketing automation system Eloqua. Enterprise-level customers can now collect more valuable information about leads by using Eloqua's marketing automation suite to capture user interactions within an interactive video experience. This essentially lets companies monitor how people are traveling through interactive videos the same way they monitor how people travel through their website.
"As more brands and agencies invest in interactive video as a tool for engaging viewers, they've come to recognize the value of the intelligence that can be captured from those interactions," said
Rapt Media's software, ideal for companies that are looking to get more value out of their online videos, puts choices in an interactive video, allowing users to self-select content and, in doing so, reveal information about themselves. The integration captures those choices and feeds that data into Eloqua, which lets companies then qualify and segment those leads. With this new integration with Eloqua, video will now be just as powerful as your website.
"For CMOs, video is a great communication tool that people like to engage with, but good CMOs also know marketing should be data-driven," said Trautman. "You can now use video to collect the same kind of data as a cumbersome conversion form but in a personalized and entertaining way that better engages the lead. This gives companies a better way to qualify and segment leads while reducing the barrier to conversion, finally making both data junkies and brand storytellers very happy."
The new Eloqua integration was originally piloted in a project for digital marketing agency
In the video, a user selects a path based on information like their role in the company and the size of their call center. These selections serve tailored content specific to that user, and the information about the user's selections is captured and used to qualify the lead.
"It makes sense that if you're asking a user to make choices, you would use those choices to better understand that user, which is why we chose this route for our client," said
Keywords for this news article include: Software, Marketing, Advertising.
Our reports deliver fact-based news of research and discoveries from around the world. Copyright 2014, NewsRx LLC
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