Salesforce and AWS recently announced an offering that combines high quality video streaming technology with unique viewer data and feedback analysis tools to help content distributors deliver more scalable, personalized viewer experiences.
The global offering is powered by Salesforce Customer 360 and Media Cloud subscriber lifecycle management capabilities, including artificial intelligence (AI)-enabled personalization, customer data and analytics, and AWS’ media, data, analytics, AI, and machine learning capabilities.
The technology streamlines how the subscriber journey is managed from registration to new service features; provides content monetization, payments, and entitlements; supports the delivery of more dynamic, targeted ads; and improves customer interactions and campaigns to reduce customer churn.
The benefits to content distributors include:
More Integrated, Personalized Experiences: Content distributors can personalize viewer experiences while driving new subscriber acquisition, generating incremental revenues while increasing customer loyalty, retention and support. For example, a subscription streaming service can recommend upcoming pay-per-view content, such as a professional car racing championship special for a car-loving subscriber, while integrating new content delivery models — like live streaming — on top of existing subscription services.
Increased Retention with Additional Insight into Viewer Intelligence: Content distributors can gain deeper insight into subscriber engagement with content such as clickstream actions or likes and dislikes on specific content recommendations served up to a subscriber. Access to these insights help personalize marketing campaigns to the customer, ultimately helping to convert them to longer-term subscribers. For example, if a fitness video service notices that a subscriber’s engagement is beginning to fade, it can offer classes from that subscriber’s favorite instructor to initiate new engagement.
Configurable Platform to Easily Support Commerce-Driven Experiences: Content distributors can easily customize the experience, such as introducing and scaling content-driven commerce experiences and targeted ad placements. For example, a brand can do product placement in a video stream, enabling the viewer to purchase that product at the same time they’re watching a video.
Christopher Dean, VP and GM, Media & Entertainment & Media Cloud, Salesforce
Attracting and retaining a diverse audience while delivering consistent, high-quality video is one of the key challenges content distributors face today. The Salesforce and AWS relationship brings together a comprehensive, industry-specific media offering designed for direct-to-consumer video and live streaming services.
