ترجمة (118)
0:00Welcome to the final episode of the
0:02inspiration lab with Amazon Ads and
0:04Business Insider. I'm Carly Zip, the
0:06global director of brand marketing for
0:08Amazon Ads. Throughout this series,
0:10we've been exploring how brands can
0:12meaningfully engage with consumers,
0:14whether it's creating memorable moments,
0:16inspiring action, or measuring impact.
0:19Today, I'm joined by a brand executive
0:22who has navigated these challenges and
0:24introduced innovative ways of thinking.
0:27So Jill, thank you so much for being
0:29>> Thank you for having me.
0:31>> So tell me, as the CMO and CXO of a
0:3570-year-old financial services brand,
0:38H&R Block, you have a unique ability and
0:42challenge to bring fresh, creative ideas
0:45to this dual role. How do you think
0:47about that? For us at H&R Block, we
0:50really think about that experience
0:52through what we're actually doing for
0:54the customer while we're doing their
0:56taxes. What they're actually buying from
0:58us is ease, expertise, empathy, and
1:02today more than ever, value. I love
1:03that. Ease, empathy, expertise, and
1:06value. That's right. In a recent
1:08research study that we did called Beyond
1:10the Buy, 54% of consumers surveyed said
1:14that they've discovered brands and
1:15products while engaging with
1:17entertainment. How do you evaluate these
1:19new opportunities? And how do you see
1:21the lines of entertainment and commerce
1:23blurring? So, we always start with the
1:26audience. We understand who they are,
1:27what's on their hearts, what's on their
1:29minds, and where are they engaging. It's
1:32really all about finding the audience on
1:34the platforms where they're engaged and
1:36creating content that is not disruptive
1:38to that experience. That's hugely
1:40important when we think about our
1:41content, when we think about the
1:42placement, the channels, etc. So,
1:44audience is going to continue to matter
1:45just as it always has. That's fantastic.
1:48Let's talk a little bit about H&R Blocks
1:50fullfunnel campaign strategy with Amazon
1:53going into tax season. We were excited
1:55to prove out a high confidence
1:57hypothesis that we had, which is that
2:00fullfunnel marketing is more effective.
2:03Life moments are often tax moments. The
2:06average American will change the way
2:07that they file taxes four times in their
2:10life, and those are usually around life
2:12stage events, getting married, having a
2:15baby, buying a new home. And Amazon
2:17knows quite a bit about those life stage
2:21moments. What we did was we built out
2:23this fullfunnel campaign where we had
2:24worked with Amazon in the past largely
2:26in display capacity using their DSP to
2:30add in more content through streaming
2:32and other platforms like Twitch to tell
2:35stories about the differentiated
2:37solutions that we know would matter to
2:39our audience. We saw huge lifts in
2:42conversion. Conversion was up over 140%.
2:49improvement in our cost per return and
2:52really again proved out this theory that
2:55if we get the the reach and frequency
2:57right with the right message at the
2:59right time that we can be more efficient
3:01and effective and that's kind of the
3:02holy grail, right? Yes. And with all
3:05that, I would encourage marketers to
3:07build fullfunnel plans so that
3:09upperfunnel demand has somewhere to
3:12land. I love that. Where do you see
3:14measurement taking you in the future?
3:16Are there any KPIs that you'll
3:18prioritize? Marketing will continue to
3:20be all about measurement. Amazon
3:22marketing cloud has been a tremendous
3:25tool for helping us assess the value of
3:28the full funnel. I would encourage
3:30marketers to ensure that they are
3:33measuring both brand and performance
3:35marketing right from the start. I think
3:37we can all relate to the statement which
3:40is we treasure what we can measure and
3:42so we'll be moving away from you know
3:45more mass awareness tracking to more
3:48audience brand reputation tracking
3:51connecting that through to our funnel
3:53metrics if we're able to effectively
3:56continue to build on that hypothesis
3:58that I know to be true as a marketer
3:59which is great storytelling meets
4:02performance marketing is always going to
4:03be the win. It's still all about the
4:06audience and I think it's really
4:07important to understand who you want to
4:09win with and have a clear reason and a
4:12compelling story for that audience so
4:14that they can choose you. That's a great
4:16note to end on. Jill, thank you so much
4:18for joining us today and thank you
4:20everyone for joining this final episode
4:22of the inspiration lab with Amazon Ads
4:25and Business Insider. To learn more
4:28about these great success stories, go to
4:30advertising.amazon.com.
