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SAP CMO: raising brand awareness with aerial karate

Video strategy Video strategy
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Maggie Chan Jones uses different content for different phases of the buying process, mixing storytelling and big data.

Before Maggie Chan Jones even stepped into Binghamton University, NY, she knew she was going to be a marketer for one simple reason:

She loved to tell stories.

20 years later this is still the case. Telling stories through an enlightened video strategy with the same ardour at SAP – a company with 76,000 employees worldwide – as she did at the very beginning of her career.

The only difference now, is that as global CMO of SAP she tells stories in a way that actualizes and showcases what can be done for consumers or customers; adapting the content seen by prospective buyers in a video strategy that analyzes data and serves up appropriate content based on the specific stage each individual person is at in their buying journey.

But the company isn’t just targeting customers with their marketing – they’re positioning SAP as a great place to work and as a good corporate citizen too.

“I want to show how technology can help people run their business better or improve lives.”

At the NBA finals this year between the Golden State Warriors and Cleveland Cavaliers, SAP showcased a customer testimonial television ad from Under Armour’s CEO, Kevin Plank.

He speaks of how SAP’s technology and live data enables Under Armour to run the business more efficiently and outperform other sports brands. The ads were aired to over 43 million viewers during the NBA finals.

Jones says that it is, “powerful to actually see the CEO of a very innovative fast-growing business talk about the way he has transformed his company with technology.”

Video is after all, a lot more engaging than the display advertising that came before it.

The ad-blocking phenomenon, after snowballing into commonality has made sure of that.

Teads conducted a study in late 2015 which suggested the amount of netizens who have installed an ad-blocker had risen year on year 82% in the UK alone.

It is now down to the entire marketing industry to look for more sustainable advertising models.

There’s another factor driving the rise: millennials. The largest generation of consumer also happens to be the most digital-savvy, which has created a perfect storm for a generation largely desensitized to persistent display ads.

Gaining a deeper understanding of the buyers could be the key to crafting a powerful video strategy that really drives sales.

Jones explained that no longer is video a medium reserved for overtly promotional ads, pre-rolls, or a means of dusting off and re-purposing old TV spots, but that it is about crafting a video strategy with powerful narrative, “to create awareness and attain consumers and fans instead.”

Video strategy: pt 2

“Now, have you seen the aerial karate commercial we just released?”

It is quite literally as it sounds, making up the second part of the SAP campaign ‘Live Business’ in addition to the customer testimonials.

Depending on the 30-second spot you see, motorcycle shoppers get to customize bikes in a shop before buying them, or an athletic apparel company tries to keep with a customer’s rapidly changing interests, including aerial karate.

The idea, says Jones, is that “businesses have to be ‘live’ in this digital economy.

‘Live Business’ is about businesses having insight to act in the moment, whether making critical business decisions, or supporting customer needs.”

The ads are pushed out across various social and digital channels, affording more opportunities for them to be seen.

“Customers are looking at multiple screens at the same time and using different channels to get what they need. This means you really have to think about what channels, which format and for what phase of the buyer’s journey it is suitable to display certain pieces of content.”

Say, for example, a prospective B2B buyer is using their mobile device to research a product. They may be more interested in understanding a particular category from their mobile device than at their desktop.

“They may be searching, ‘what is cloud computing’ on their mobile, whereas at their desktop, this same person may be searching for, or interested in finding more branded types of content.”

Gaining a deeper understanding of the buyers you are serving and their journey to final purchase, described, as being a ‘circular journey,’ could be the key to crafting a powerful video strategy that really drives sales.

There are four primary phases representing potential battlegrounds for marketers to either win or lose; initial consideration; active evaluation, or the process of researching potential purchases; closure; and finally post-purchase.

Really understanding what stage buyers are at, the specific device they are using, and the content they are looking for, all make a palpable difference. Especially to the type of content should be receiving.

A lot of this comes down to big data.

“Many of the CMOs that I talk to use big data to inform their decisions, and for me it really has been transformative for the industry. We no longer have to guess what is working better than the other. We now actually have live data that can tell you that.”