92% of marketers who have used interactive video said it was an effective marketing tool, with one of the key benefits being the ability to capture customer data directly into your automated marketing platform.
When collecting audience data, many organisations use similar methods such as gated content access forms, newsletter sign-ups etc. Interactive video content allows you to gate and capture this information within the video player, which means it is shared wherever the video is embedded.
All interactions can be fed directly from the video player into your marketing automation platforms such as Marketo, Pardot and Eloqua, revealing the viewer’s needs, preferences, habits and pain points. Marketers can then leverage these insights to keep their business ahead of the curve - not only in marketing, but also in terms of product development and service improvement.
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