Email marketing campaigns have been the beginning of marketers being able to track open rates and more. Now, video brochures deliver deeper marketing insights that directly drive marketing and sales results.
According to reports, marketing and sales results are why the video brochure market is expected to see healthy annual growth through 2028. Marketers use them to engage audiences and capture behavior and sentiment.
A MediaFast blog post adds that video brochures produce an excellent return on investment because they capture the attention of target audiences. Traditional 3-fold brochures are rarely noticed by prospects, who largely ignore other print marketing materials as well.
“Many independent studies have shown that Video Brochures produce a 66% increase in response rates,” according to MediaFast. “That alone helps them produce an outstanding return on investment.”
The video aspect is only the first step in the evolution of these marketing materials. Marketers can take these materials even further by building connected video brochures that integrate IoT technology into every campaign, collecting first-person behavioral data.
First-person behavioral data is becoming increasingly important due to the sunsetting of third-party cookies by Google by 2023, with most others ending the practice already or by the time that Google does.
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Elements of a Connected Brochure
A connected video brochure enables a marketer to capture analytics in real-time, meaning they can react more quickly to insights such as campaign tracks open rates, impressions, interactions, re-engagements, and more. These analytics give brands a deep understanding of audiences, with key insights that help drive sales goals and increase revenue.
Marc Media, a leading company in creating video brochures, notes on its website that “through IoT technology, Marc takes audiences through a memorable journey, from the delivery of a branded device, to an engaging multimedia campaign, to valuable interactions that provide deep insights into customers.”
IoT-powered video brochures enable marketers to track open rates, impressions, interactions, re-engagements, and more on each marketing campaign. These analytics give brands a deep understanding of audiences, with key insights that help drive sales goals and increase revenue.
It turns brochures into an intelligent marketing tool that brings brands to life.
For the video brochure to provide these benefits in real-time, they need to have the right underlying technology – a multi-mode low power wide area (LPWA) module that enables the user to run its own application code directly on the device.
IoT modules should power the marketing video in every form, from brochures to boxes and fixed displays to any tangible experience.
Marketers want to be able to run their own application code to save on the expense of bringing in a technologist every time they want to make a change or, worse yet, need to have someone write the code that is run off the device, meaning even more complexity and potential problems.
Marketers should use LPWA modules that support LTE Cat M1/Cat NB2/EGPRS and integrated Global Navigation Satellite Systems (GNSS) to ensure the widest possible connectivity with a variety of devices and networks. Limited connectivity would mean limited use and effectiveness of the video brochure.
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Similarly, to be effective, a video brochure needs the underlying technology to provide fast uploads and downloads. With maximum data rates of 588 kbps downlink and 1119 kbps uplink under LTE Cat M1, the brochure will limit any latency so that the user can see it as planned without any unnecessary buffering.
Other underlying technologies that will enable marketers to maximize the performance of their video brochures include the following: ultra-low power consumption by using an integrated RAM/flash; ARM Cortex A7 processor supporting ThreadX; a comprehensive set of hardware-based security features, and trusted applications that run directly on the Cortex A7 TrustZone engine.
To ensure low cost and ultimate scalability, marketers will want to ensure that their LPWA module can take advantage of a cost-effective SMT form factor of 23.6mm × 19.9mm × 2.2mm.
As video brochures start to become more commonplace, marketers will want to ensure that their materials have the underlying technologies that will provide their materials with the best possible effectiveness and the best feedback and analytics to realize the most benefits out of their investment.
