靈感實驗室：以全漏斗策略最大化影響力：英語精讀講義

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

歡迎收看由 Amazon Ads 與 Business Insider 聯手推出的《The Inspiration Lab》最終集。

I'm Carly Zipp,

我是 Carly Zipp，

the global director of brand marketing for Amazon Ads.

擔任 Amazon Ads 全球品牌行銷總監。

Throughout this series,

在這一系列節目中，

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

我們一直在探討品牌如何與消費者建立有意義的互動，

whether it's creating memorable moments, 文法

無論是創造令人難忘的時刻、

inspiring action,

激發行動，

or measuring impact.

或衡量影響力。

Today,

今天，

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

與我對談的是一位成功應對這些挑戰的品牌高階主管，

and introduced innovative ways of thinking.

她也帶來了創新的思維方式。

So, Jill,

所以，Jill，

thank you so much for being here today.

非常感謝妳今天來到這裡。

Thank you for having me. 語氣意圖

謝謝妳邀請我。

So, tell me,

那麼，請告訴我，

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

身為一家擁有 70 年歷史的金融服務品牌的 CMO 與 CXO，

H&R Block,

也就是 H&R Block，

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

在這個雙重職務上，妳既有獨特優勢，也面臨帶來嶄新創意的挑戰。

How do you think about that? 語氣意圖

妳是怎麼看待這件事的？

For us at H&R Block,

對 H&R Block 而言，

we really think about that experience through

我們在思考這項體驗時，真正關注的是

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

我們在為客戶報稅時，實際替他們做了些什麼。

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

他們真正向我們購買的是輕鬆便利，

expertise,

專業，

empathy,

同理心，

and today more than ever value. 片語搭配

而如今比以往更重要的，還有價值。

I love that ease,

我很喜歡妳提到的輕鬆便利，

empathy, expertise, and value.

同理心、專業與價值。

That's right.

沒錯。

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

在我們最近一項名為《Beyond the Buy》的研究中，

54% of consumers surveyed said 文法

54% 的受訪消費者表示，

that they've discovered brands and products

他們曾發現一些品牌與產品，

while engaging with entertainment. 文法

是在接觸娛樂內容時。

How do you evaluate these new opportunities?

妳如何評估這些新機會？

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

妳又如何看待娛樂與商務之間的界線日益模糊？

So, we always start with the audience.

我們總是從受眾出發。

We understand who they are,

我們會了解他們是誰、

what's on their hearts, 慣用語

他們心裡在意什麼、

what's on their minds,

腦中想著什麼，

and where are they engaging. 文法

以及他們都在哪些地方參與互動。

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

關鍵其實就是在受眾活躍的平台上找到他們，

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

並創造不會干擾其體驗的內容。

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

當我們思考內容時，這點極為重要，

when we think about the placement,

思考投放位置、

the channels,

管道，

etc.

等等時，也是如此。

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

所以，受眾仍會一如既往地重要。

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

我們來聊聊 H&R Block 的全漏斗行銷活動策略，

with Amazon going into tax season. 片語動詞

以及你們與 Amazon 攜手迎接報稅季的做法。

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

我們很期待驗證一項自己深具信心的假設，

which is that full funnel marketing is more effective. 用詞

那就是全漏斗行銷更有效。

Life moments are often tax moments. 表達脈絡

人生大事往往也會牽動報稅。

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

美國人一生平均會改變報稅方式

four times in their life,

四次，

and those are usually around life stage events.

而這通常都發生在人生階段轉變之際。

Getting married, 文法

例如結婚、

having a baby,

生小孩，

buying a new home.

或買新房。

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

而 Amazon 對這些人生階段的重要時刻相當了解。

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

我們的做法是規劃這套全漏斗行銷活動，

where we had worked with Amazon in the past

過去，我們曾與 Amazon 合作，

largely in display capacity using their DSP 文化背景

主要是運用其 DSP 投放展示型廣告，

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

這次再透過串流媒體與 Twitch 等其他平台加入更多內容，

to tell stories about the differentiated solutions

藉此講述差異化解決方案的故事，

that we know would matter to our audience.

因為我們知道，這些方案會是受眾所在意的。

We saw huge lifts in conversion. 用詞

我們看到轉換率大幅提升。

Conversion was up over 140%.

轉換率提高了超過 140%。

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

每件報稅申報的成本也降低了超過 25%。

And really,

而這確實

again,

再次

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

證實了這項理論：只要把觸及率與曝光頻率拿捏得當，

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

在正確的時間傳遞正確的訊息，

that we can be more efficient and effective.

就能提升效率與成效。

And that's kind of the holy grail, 慣用語

這某種程度上就是大家夢寐以求的終極目標，

right?

對吧？

Yes.

沒錯。

And with all that,

綜合以上所說，

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

我會鼓勵行銷人員制定全漏斗計畫，

so that upper funnel demand has somewhere to land. 慣用語

讓漏斗上層創造的需求有地方可以承接。

I love that.

我很喜歡這個說法。

Where do you see measurement taking you in the future?

妳認為成效衡量未來會把你們帶往什麼方向？

Are there any KPIs that you'll prioritize?

有哪些 KPI 是妳會優先關注的嗎？

Marketing will continue to be all about measurement.

行銷未來仍會以成效衡量為核心。

Amazon Marketing Cloud has been a tremendous tool

Amazon Marketing Cloud 一直是非常強大的工具，

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

能協助我們評估全漏斗的價值。

I would encourage marketers

我會鼓勵行銷人員

to ensure that they are measuring

務必從一開始就衡量

both brand and performance marketing right from the start. 文法

品牌行銷與成效行銷這兩方面。

I think we can all relate to the statement,

我想大家應該都對這句話很有共鳴，

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

那就是：「能衡量的，我們才會珍視。」

And so,

因此，

we'll be moving away from, 片語動詞

我們將逐漸改變做法，

you know,

也就是說，

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

從較廣泛的大眾知名度追蹤，轉向更聚焦受眾的品牌聲譽追蹤，

connecting that through to our funnel metrics

並將這些資料與我們的漏斗指標串連起來，

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

藉此持續有效驗證

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

那項我身為行銷人員深信不疑的假設，

which is

也就是：

great storytelling meets performance marketing 表達脈絡

出色的敘事結合成效行銷，

is always going to be the win.

永遠都會是致勝關鍵。

It's still all about the audience,

一切仍然要以受眾為核心，

and I think it's really important

而且我認為非常重要的是，

to understand who you want to win with 用詞

要了解你想爭取的是哪些人，

and have a clear reason 片語搭配

並且要有明確的理由，

and a compelling story for that audience

以及一個能打動這群受眾的故事，

so that they can choose you. 文法

讓他們願意選擇你。

That's a great note to end on. 片語搭配

用這句話作結再好不過了。

Jill,

Jill，

thank you so much for joining us today.

非常感謝妳今天參與我們的節目。

And thank you,

也謝謝

everyone,

各位觀眾，

for joining this final episode

與我們一同收看這個節目的最後一集，

of The Inspiration Lab with Amazon Ads and Business Insider.

也就是 Amazon Ads 與 Business Insider 聯手推出的《The Inspiration Lab》。

To learn more about these great success stories,

若想進一步了解這些精彩的成功案例，

go to advertising.amazon.com.

請前往 advertising.amazon.com。