The textbook definition of marketing is “the action or business of promoting and selling products or services, including market research and advertising.” Most people associate marketing with the arts, but the reality is marketing involves quite a bit of scientific aspects.
In recent times, brands have been able to use video experiments to get much better insights. Video experiments are a great tool for testing. They help with key metrics like purchase intent, awareness and consideration because the impact of formats, creativity and audiences are all measured out.
Read on to learn more about 3 experiments you can do with your brand strategy:
EXPERIMENT 1: Give an Existing Creative Tool a New Twist
Contrary to popular belief, an explosion of new videos is not what a marketing experiment is all about. Much the same can be achieved with a video that’s already there!
FOR EXAMPLE: Take PepsiCo. The beverage giant needed to reach millennials online for the launch of their sparkling water ‘Bubly’. They needed a working format for messages that would resonate with their audience. All it took was existing assets and YouTube’s Director Mix, and they suddenly had dozens of personalized bumper ads that are six seconds long which appeal to a variety of audiences.
EXPERIMENT 2: Use Different Formats and Lengths for Your Content
Contrary to popular belief, getting audiences to engage actually entails more than just compelling, unique content. Conversion is necessary for a worthwhile change in possible buyers.
FOR EXAMPLE: Nectar, an online mattress company, was looking to maximize sales through a campaign. Video experiments were used for them to have data-backed guidance developed, and measurable results became clear.
EXPERIMENT 3: Make Traditional Audience Segments a Thing of the Past
Nobody will blame a company or business for sticking to their usual gender and age demographics. However, doing that means creativity doesn’t actually get the chance to be explored in full.
FOR EXAMPLE: WeDo, a company outside of the US, reached a point wherein they needed better reach towards their already-full home services market. They decided to test YouTube campaigns and what their impact could be. Aside from the usual demographic audiences, more advanced ones were also made part of the attempt.
Their audiences were split in 3! A traditional demographic with women and men within 25 to 54. A YouTube affinity audience (Lifestyle & Hobbies as well as Home & Garden), and lastly, new homeowners. The impact per audience was then measured by WeDo and they ended up having 76% more in terms of consideration. This sealed the deal of just how crucial it is for audiences that are relevant to be reached out to.
Marketing involves a lot of creativity and logic at the same time. Brands use video experiments in order to have a better, closer look at what’s really going on according to metrics etc. If you want to work with the best digital marketing agencies in Phoenix reach out to Elly and Nora Creative! We’re a Phoenix-based boutique agency that does content, publicity and branding.