How you helped Zoom, Teams and Google Meet fund a 5 billion dollars ad campaign - just by sending video calls invitations.

Working from home, remote job interviews or claims management, online customer support and technical diagnostics... Although these concepts were present in many workplaces even before the COVID-19 era, they have fully taken off only after the outbreak of the pandemic. If this is true for your company as well, you are probably no stranger to popular video communication tools, like Microsoft Teams, Zoom, or Google Meet. But did you know that by using them you also cover a portion of their owners’ marketing expenses?

How off-the-shelf tools can make you lose profits

And you are not the only one. According to the official information, the number of daily Zoom meeting participants can reach over 300 million. That means the company’s logo flashes on people’s screens at least 300 million times a day. And although 300,000,000 views don’t necessarily equal 300,000,000 unique users (some of them participate in more than one meeting), these numbers are still a target most marketers could only dream of. To give you a sense of scale, the notoriously expensive commercials aired during the American Super Bowl have a viewership of 100 million - and cost over 5 million dollars per 30 seconds. If we multiply that number by 3 to get 300 million views, and then by the number of days in a year, we get an advertising campaign worth 5,48 billion dollars annually - without the software creators having to spend a cent.

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You could say that displaying the name of the service provider does not mean your company is losing money - but you would be wrong. Researchers have proven that even a very short exposure to the company’s logo can significantly affect customers’ actions and behavior. That means each time you are showing your clients a brand different from your own, you are also losing a potential returning customer or a chance to strengthen your brand image.

Why showcasing your brand pays off

How to remedy this? The obvious answer would be to develop a custom solution - but the price of such a service can quickly go into six figures, which is more than most small or medium businesses are willing to spend. That is where brandable software comes into play. It is a product that allows its users to customize its look, content, or features - sometimes without even having to alter the code. For example, with Vicodo you can personalize every part of the user experience and replace the application’s logo so that it showcases the company’s corporate identity. This way, your brand can reap all the marketing benefits without having to worry about maintenance or development.

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How will this help your company? First of all, you will be able to improve your brand awareness - which, according to Forbes, is one of the most crucial factors affecting customer conversion. It means differentiating yourself from other businesses and showing customers how the brand positively influences their lives. It builds trust and provides additional value to the clients. Branded software can also make your company stand out from the competitors, as few businesses, especially small or medium ones, use communication tools that look like they were tailor-made for them. Finally, it increases the company’s visibility and helps it reach its target customers.

Summary

Although the popular off-the-shelf video communication solutions are easily accessible and simple to use, they come at a price of lowering your company’s brand recognition. But you don’t have to give up the convenient to enjoy the profitable. Brandable software gives you the benefits of a custom-developed tool without forcing you to make a substantial investment. It also enhances the experience of your customers and increases the chances that they will remember your brand - and keep coming back.