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What makes a good video?

CitNOW chief executive Alistair Horsburgh

Advertisement feature from CitNOW

What makes a good video?

By Alistair Horsburgh, CEO, CitNOW

With our latest research revealing that customers highly value great experiences, retailers need to
provide personalised, relevant communications. Almost nine out
of 10 customers are willing to pay more for an enhanced experience, and in 2020 experience is set to overtake price and product as the key brand differentiator*.

Interestingly, American conversational marketing and sales tech company Drift pinpoints four video trends for 2020, including personalised messaging – which is hugely familiar and impactful for CitNOW users. Their research highlights one sales team achieving an impressive 75% close rate after implementing personalised video. Both B2B platform LinkedIn and ‘cold calling’ email sales messages were identified as platforms where video could be better utilised.

Now a sophisticated communication tool, the mark of a good video is determined by both context and content that work together. A promotional video may be upbeat and conversational, whereas a video highlighting work required as part of a vehicle health check should focus on key elements with clear, concise explanations.

The CitNOW Awards, now held in January, are a great source of inspiration on how video delivers an enhanced experience. Retailers raise the bar every year with the quality and creativity of their entrants, as sales and service teams find new ways to use video to engage customers.

An incredible 1,679 video entrants have been submitted – a 77% increase on last year – reflecting how video has become much more important as an innovative visual messaging tool that captures the imagination of customers.

Look out for news of our award finalists – we are confident their creations will be inspirational.

It’s not too early to submit entries for 2020’s CitNOW Awards. If you have a video you would like to be considered, visit to submit your nomination.


* Customers 2020: A Progress Report, Walker



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