Using Video to Improve Customer Engagement & Conversion

Better Advertising with BTR Media

What impact has video had on the advertising landscape? In this episode, Emery Robbins is back to explore how video has emerged as a fundamental tool for brand engagement and customer conversion. She and Destaney cover various creative formats, from Sponsored Brand Videos to Streaming TV ads, and explain the value it brings to building brand awareness and driving sales. Emery shares her reasoning as to why brands must tailor their video content to where a customer is in their buying journey, and how to leverage Amazon Marketing Cloud insights to track the effectiveness of their video campaigns. If you’re looking for a comprehensive guide on scaling video content, aligning creative with demographic targeting, and embracing the opportunities AI has to offer, this episode is for you!

Some key points from their discussion:

• Video is no longer just a supplementary advertising tool; it’s a cornerstone for engaging customers and building brand loyalty.
• Advertisers need to focus on creating demand at the top of the funnel through engaging, informative video content rather than solely relying on bottom-funnel searches.
• Brands should tailor video content to specific search terms and audience types to maximize conversion rates and customer interaction.
• By combining video with other ad types and detailed audience targeting, brands can significantly enhance the customer journey and achieve higher returns.
• As AI continues to evolve, it will play a crucial role in operational scalability, allowing for more dynamic and personalized video content creation.

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