I have always been a fan of images and visuals, but I like the thinking here from Orbit Media Studios. When working on customer journeys and marketing funnels, we can spend a lot of time thinking about the messaging, the calls to action and the pre-emptive activities that we can put in place to reduce funnel leakage. But how often do we incorporate imagery into our messaging in such a way that it helps drive action?
This seems like an interesting series of experiments to run across your customer journeys!
Green Hat’s annual B2B marketing outlook report has seen account based marketing displace lead generation as a top marketing challenge. But measuring brand awareness and health resolutely remains #1.
Given that the last 18-24 months has been driven by Pandemic thinking, it’s no surprise to see this shift in focus in the lower rankings – brand requires strategy as does ABM. And successful lead generation occurs when strategy, segmentation, targeting and journey mapping all work hand-in-hand. So in many ways, these top 3 challenges speak to the need for strategy.
Interestingly, the research indicates that 64% of marketers have no personas or journey maps, or have only developed one of these.
As we emerge from our own Pandemic inspired marketing fog, it’s perhaps worth reminding ourselves that the world has changed. There are new conditions, expectations and challenges. There are also opportunities that we are yet to fully grasp.
With this in mind, perhaps it is time go back to basics:
Work from core strategy out – assess, measure and re-validate your brand, brand health and levels of awareness
Define and validate audiences – develop and test personas, document your segmentation
Develop and match customer journeys – map journeys by audience / persona
Map your messaging to key points on your buyer’s journey.
And with Q4 just around the corner – you’d best get started now.
It has been quite some time since there has been a tantalising new advertising offering in the Australian marketplace. But recent announcements indicate that digital streaming goliath, Netflix, is briefing media buyers ahead of an Australian launch.
Launching before the end of 2022, Netflix aims to sell audiences to advertisers via Microsoft’s ad team and newly acquired Xandr digital marketplace. Strict limits are being planned, with a focus on brand storytelling (not tactical advertising), including:
Four minutes of ads per hour
No repeat ads
Mid rolls on series only, 15 and 30 second pre- and post rolls on everything else
Opens to advertisers and subscribers simultaneously.
With inventory restrictions and a limit of three ads per brand to a user each day, Netflix will create an interesting new category. Especially when we consider the power that content-related targeting may offer.
And who knows – we may see this new offering launch just in time for some special Christmas brand storytelling.
