灵感实验室：采用全漏斗策略实现影响力的最大化：英语精读讲义

Welcome to the final episode of The Inspiration Lab with Amazon Ads and Business Insider.

欢迎收看由亚马逊广告与Business Insider联合推出的《灵感实验室》最后一期。

I'm Carly Zipp,

我是Carly Zipp，

the global director of brand marketing for Amazon Ads.

亚马逊广告全球品牌营销总监。

Throughout this series,

在本系列节目中，

we've been exploring how brands can meaningfully engage with consumers, 短語搭配

我们一直在探讨品牌如何与消费者建立有意义的互动，

whether it's creating memorable moments, 語法

无论是创造难忘的时刻，

inspiring action,

激发行动，

or measuring impact.

还是衡量影响。

Today,

今天，

I'm joined by a brand executive who has navigated these challenges 短語搭配

我邀请到了一位成功应对过这些挑战的品牌高管，

and introduced innovative ways of thinking.

她还带来了创新的思维方式。

So, Jill,

那么，Jill，

thank you so much for being here today.

非常感谢你今天来到这里。

Thank you for having me. 語氣意圖

谢谢你的邀请。

So, tell me,

那么，请谈谈，

as the CMO and CXO of a 70-year-old financial services brand, 文化背景

作为一个拥有70年历史的金融服务品牌的首席营销官兼首席体验官，

H&R Block,

这个品牌就是H&R Block，

you have a unique ability and challenge to bring fresh creative ideas to this dual role.

你既有独特的能力，也面临独特的挑战，要为这一双重角色带来新鲜创意。

How do you think about that? 語氣意圖

你是如何看待这件事的？

For us at H&R Block,

对我们H&R Block来说，

we really think about that experience through

我们真正思考这种体验的方式是，

what we're actually doing for the customer while we're doing their taxes.

看看我们在为客户报税时究竟为他们做了什么。

What they're actually buying from us is ease, 語法

客户真正从我们这里购买的，是省心，

expertise,

专业，

empathy,

共情，

and today more than ever value. 短語搭配

以及在今天比以往任何时候都更重要的价值。

I love that ease,

我很喜欢“省心”，

empathy, expertise, and value.

还有“共情、专业和价值”。

That's right.

没错。

In a recent research study that we did called Beyond the Buy,

在我们最近开展的一项名为“Beyond the Buy”的研究中，

54% of consumers surveyed said 語法

54%的受访消费者表示，

that they've discovered brands and products

他们曾发现新的品牌和产品，

while engaging with entertainment. 語法

是在接触娱乐内容的过程中。

How do you evaluate these new opportunities?

你如何评估这些新机会？

And how do you see the lines of entertainment and commerce blurring? 講解

你如何看待娱乐与商业之间的界限日益模糊？

So, we always start with the audience.

所以，我们总是从受众出发。

We understand who they are,

我们会了解他们是谁，

what's on their hearts, 習語

他们内心在意什么，

what's on their minds,

他们脑海中在想什么，

and where are they engaging. 語法

以及他们会在哪里参与互动。

It's really all about finding the audience on the platforms where they're engaged

关键就是在受众活跃的平台上触达他们，

and creating content that is not disruptive to that experience. 短語搭配

并创作不会干扰其原有体验的内容。

That's hugely important when we think about our content,

在构思内容时，这一点极其重要，

when we think about the placement,

在考虑投放位置、

the channels,

渠道

etc.

等因素时也是如此。

So, audience is going to continue to matter just as it always has. 語法

所以，受众会像以往一样，始终至关重要。

That's fantastic.

太棒了。

Let's talk a little bit about H&R Block's full funnel campaign strategy 語氣意圖

我们来聊聊H&R Block的全漏斗营销活动策略，

with Amazon going into tax season. 短語動詞

以及报税季到来之际与亚马逊的合作。

We were excited to prove out a high confidence hypothesis that we had, 短語動詞

我们很高兴能验证一个自己非常有把握的假设，

which is that full funnel marketing is more effective. 用詞

那就是全漏斗营销更有效。

Life moments are often tax moments. 表達脈絡

人生中的重要时刻往往也与税务息息相关。

The average American will change the way that they file taxes 短語搭配

美国人一生中平均会改变自己的报税方式

four times in their life,

四次，

and those are usually around life stage events.

而这些变化通常都与人生阶段中的重要事件有关。

Getting married, 語法

比如结婚、

having a baby,

生孩子、

buying a new home.

购买新房。

And Amazon knows quite a bit about those life stage moments.

而亚马逊非常了解这些人生阶段的重要时刻。

What we did was we built out this full funnel campaign 講解

我们打造了这样一场全漏斗营销活动，

where we had worked with Amazon in the past

过去，我们与亚马逊合作时，

largely in display capacity using their DSP 文化背景

主要利用其DSP进行展示广告投放，

to add in more content through streaming and other platforms like Twitch

这次则通过流媒体和Twitch等其他平台加入更多内容，

to tell stories about the differentiated solutions

讲述差异化解决方案的故事，

that we know would matter to our audience.

因为我们知道这些方案对受众而言很重要。

We saw huge lifts in conversion. 用詞

我们看到转化率大幅提升。

Conversion was up over 140%.

转化率提升了140%以上。

We saw over a 25% improvement in our cost per return. 用詞

每份报税单的成本降低了25%以上。

And really,

而且实际上，

again,

我们再一次

proved out this theory that if we get the reach and frequency right 短語搭配

验证了这个理论：只要把触达范围和频次控制得当，

with the right message at the right time, 表達脈絡

在恰当的时间传递恰当的信息，

that we can be more efficient and effective.

我们就能更高效，也更有成效。

And that's kind of the holy grail, 習語

而这也正是我们梦寐以求的终极目标，

right?

对吧？

Yes.

是的。

And with all that,

综合来看，

I would encourage marketers to build full funnel plans 語氣意圖

我会鼓励营销人员制定全漏斗计划，

so that upper funnel demand has somewhere to land. 習語

让上层漏斗激发的需求能在后续环节得到承接。

I love that.

我很喜欢这个说法。

Where do you see measurement taking you in the future?

你认为未来的衡量工作会将你们引向何方？

Are there any KPIs that you'll prioritize?

有没有哪些KPI是你会优先关注的？

Marketing will continue to be all about measurement.

营销仍将以衡量为核心。

Amazon Marketing Cloud has been a tremendous tool

Amazon Marketing Cloud一直是一款非常强大的工具，

for helping us assess the value of the full funnel. 短語搭配

能帮助我们评估全漏斗的价值。

I would encourage marketers

我会鼓励营销人员

to ensure that they are measuring

确保从一开始就衡量

both brand and performance marketing right from the start. 語法

品牌营销和效果营销这两个方面。

I think we can all relate to the statement,

我想大家都能认同这句话，

which is we treasure what we can measure. 表達脈絡

那就是：我们珍视能够衡量的事物。

And so,

所以，

we'll be moving away from, 短語動詞

我们会逐渐从

you know,

嗯，

more mass awareness tracking to more audience brand reputation tracking, 用詞

较为宽泛的大众认知度追踪，转向针对特定受众的品牌声誉追踪，

connecting that through to our funnel metrics

并将其与我们的漏斗指标贯通起来。

if we're able to effectively continue to build 短語動詞

前提是我们能够继续有效地验证

on that hypothesis that I know to be true as a marketer, 語法

那个我身为营销人员深信不疑的假设，

which is

也就是：

great storytelling meets performance marketing 表達脈絡

出色的故事讲述与效果营销相结合，

is always going to be the win.

永远都是制胜之道。

It's still all about the audience,

一切仍然要以受众为核心，

and I think it's really important

而且我认为，弄清楚

to understand who you want to win with 用詞

你希望赢得哪类受众的青睐，

and have a clear reason 短語搭配

同时提供一个清晰的选择理由，

and a compelling story for that audience

并为这群受众讲述一个引人入胜的故事，

so that they can choose you. 語法

让他们愿意选择你，这一点非常重要。

That's a great note to end on. 短語搭配

用这个精彩的观点收尾再合适不过了。

Jill,

Jill，

thank you so much for joining us today.

非常感谢你今天与我们交流。

And thank you,

同时也感谢

everyone,

各位观众

for joining this final episode

收看最终一期节目，

of The Inspiration Lab with Amazon Ads and Business Insider.

即亚马逊广告与Business Insider联合推出的《灵感实验室》。

To learn more about these great success stories,

若想进一步了解这些精彩的成功案例，

go to advertising.amazon.com.

请访问advertising.amazon.com。