DECEMBER 2022CIOAPPLICATIONS.COM8CIO InsightsCXO InsightsIn My Vieworking on ramping up your advertising efforts on YouTube? Research the topic for just a few minutes and you're likely to discover dozens of articles on unlocking the power of YouTube for your brand. Great creative format, solid targeting options, and massive (and ever-growing) reach. Seems easy right? When rubber meets road, what most advertisers quickly find is that the challenges lie in the nuance of how your specific business thinks about goals for marketing spend. Video is a great solution for branding advertisers, but what about performance? What do you do if you're already a mature advertiser in other channels? Does layering on another stack of ads really make a difference? And what about the creative? Is your ideal video asset one that works to build your brand, or one that tries to drive the user to a conversion? If you're not familiar, Sweetwater is a musical instrument retailer serving musicians since 1979. Since it was started out of the back of a VW bus, there has always been a massive focus on delivering excellent customer service to our fellow musicians. Perhaps nothing exemplifies this philosophy more than the 500+ musicians we employ (our sales engineers) with the sole focus of helping shoppers make the right gear purchases for their individual needs. Music gear is a fascinating category, with purchases ranging from a quick $50 accessory to a well-researched $5,000+ purchase and beyond. We believe having an expert to talk to is invaluable whether you're buying your child their first guitar, or if you're upgrading to a several thousand-dollar audio interface to power your studio. Sweetwater sales engineers are paired 1-1 with customers, so you can be confident the person you're working with understands your unique musical goals and gear setup. For Sweetwater, search has been an extremely powerful tool for driving intent-based traffic to our site, but is lacking in the ability to differentiate our brand. We can more easily convey the passion, expertise, and value we bring to a musician's shopping experience with a 15-second video than we SALES OVERNIGHT BRAND OVER TIME: HOW SWEETWATER UNLOCKED THE POWER OF YOUTUBEJeff EkbladWJEFF EKBLAD, SENIOR DIRECTOR OF PERFORMANCE MARKETING, SWEETWATER
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