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The Inspiration Lab: Maximizing Impact With A Full-funnel Approach - Video học tiếng Anh
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The Inspiration Lab: Maximizing Impact With A Full-funnel Approach
The Inspiration Lab: Maximizing Impact With A Full-funnel Approach
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Phụ đề (118)
0:00
Welcome to the final episode of the
0:02
inspiration lab with Amazon Ads and
0:04
Business Insider. I'm Carly Zip, the
0:06
global director of brand marketing for
0:08
Amazon Ads. Throughout this series,
0:10
we've been exploring how brands can
0:12
meaningfully engage with consumers,
0:14
whether it's creating memorable moments,
0:16
inspiring action, or measuring impact.
0:19
Today, I'm joined by a brand executive
0:22
who has navigated these challenges and
0:24
introduced innovative ways of thinking.
0:27
So Jill, thank you so much for being
0:29
here today.
0:29
>> Thank you for having me.
0:31
>> So tell me, as the CMO and CXO of a
0:35
70-year-old financial services brand,
0:38
H&R Block, you have a unique ability and
0:42
challenge to bring fresh, creative ideas
0:45
to this dual role. How do you think
0:47
about that? For us at H&R Block, we
0:50
really think about that experience
0:52
through what we're actually doing for
0:54
the customer while we're doing their
0:56
taxes. What they're actually buying from
0:58
us is ease, expertise, empathy, and
1:02
today more than ever, value. I love
1:03
that. Ease, empathy, expertise, and
1:06
value. That's right. In a recent
1:08
research study that we did called Beyond
1:10
the Buy, 54% of consumers surveyed said
1:14
that they've discovered brands and
1:15
products while engaging with
1:17
entertainment. How do you evaluate these
1:19
new opportunities? And how do you see
1:21
the lines of entertainment and commerce
1:23
blurring? So, we always start with the
1:26
audience. We understand who they are,
1:27
what's on their hearts, what's on their
1:29
minds, and where are they engaging. It's
1:32
really all about finding the audience on
1:34
the platforms where they're engaged and
1:36
creating content that is not disruptive
1:38
to that experience. That's hugely
1:40
important when we think about our
1:41
content, when we think about the
1:42
placement, the channels, etc. So,
1:44
audience is going to continue to matter
1:45
just as it always has. That's fantastic.
1:48
Let's talk a little bit about H&R Blocks
1:50
fullfunnel campaign strategy with Amazon
1:53
going into tax season. We were excited
1:55
to prove out a high confidence
1:57
hypothesis that we had, which is that
2:00
fullfunnel marketing is more effective.
2:03
Life moments are often tax moments. The
2:06
average American will change the way
2:07
that they file taxes four times in their
2:10
life, and those are usually around life
2:12
stage events, getting married, having a
2:15
baby, buying a new home. And Amazon
2:17
knows quite a bit about those life stage
2:21
moments. What we did was we built out
2:23
this fullfunnel campaign where we had
2:24
worked with Amazon in the past largely
2:26
in display capacity using their DSP to
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add in more content through streaming
2:32
and other platforms like Twitch to tell
2:35
stories about the differentiated
2:37
solutions that we know would matter to
2:39
our audience. We saw huge lifts in
2:42
conversion. Conversion was up over 140%.
2:46
We saw over a 25%
2:49
improvement in our cost per return and
2:52
really again proved out this theory that
2:55
if we get the the reach and frequency
2:57
right with the right message at the
2:59
right time that we can be more efficient
3:01
and effective and that's kind of the
3:02
holy grail, right? Yes. And with all
3:05
that, I would encourage marketers to
3:07
build fullfunnel plans so that
3:09
upperfunnel demand has somewhere to
3:12
land. I love that. Where do you see
3:14
measurement taking you in the future?
3:16
Are there any KPIs that you'll
3:18
prioritize? Marketing will continue to
3:20
be all about measurement. Amazon
3:22
marketing cloud has been a tremendous
3:25
tool for helping us assess the value of
3:28
the full funnel. I would encourage
3:30
marketers to ensure that they are
3:33
measuring both brand and performance
3:35
marketing right from the start. I think
3:37
we can all relate to the statement which
3:40
is we treasure what we can measure and
3:42
so we'll be moving away from you know
3:45
more mass awareness tracking to more
3:48
audience brand reputation tracking
3:51
connecting that through to our funnel
3:53
metrics if we're able to effectively
3:56
continue to build on that hypothesis
3:58
that I know to be true as a marketer
3:59
which is great storytelling meets
4:02
performance marketing is always going to
4:03
be the win. It's still all about the
4:06
audience and I think it's really
4:07
important to understand who you want to
4:09
win with and have a clear reason and a
4:12
compelling story for that audience so
4:14
that they can choose you. That's a great
4:16
note to end on. Jill, thank you so much
4:18
for joining us today and thank you
4:20
everyone for joining this final episode
4:22
of the inspiration lab with Amazon Ads
4:25
and Business Insider. To learn more
4:28
about these great success stories, go to
4:30
advertising.amazon.com.
