Creating a “Thumb-stopping Experience”
[0:03] Intro to All Things Growth
[1:12] A brief background of Brian
[4:01] How to do things with a more strategic approach
[6:42] Brian’s definition of digital marketing
[8:53] Importance of relevant messaging in digital marketing campaigns
[9:52] Thumb-stopping creative and experience
[11:15] Mobile vs. Desktop: what to consider
[13:11] B2B: personalization
[14:34] A successful marketing campaign and what it looks like
[17:30] Recommendations for developing marketing programs
[22:39] The importance of understanding digital marketing
[25:16] What inspires Brian
[27:46] Brian’s top takeaway
[28:54] Final thoughts
What is a “thumb-stopping experience,” and how can you create one? In this episode hosted by Christina Del Villar from All Things Growth, Brian is invited to discuss strategic approach to digital marketing, creating a thumb-stopping experience, B2B, a successful Chicago Bulls campaign, and planning the execution of your campaigns in 2023 amidst the current conditions. As a co-founder of Matchnode, Brian shared his background from where he started, to working on digital advertising campaigns with Matchnode for brands such as the Chicago Bulls, the Chicago Blackhawks, Lending Tree, and New Balance.
Christina and Brian talked about how to take a more strategic approach to digital marketing for clients. From the traditional marketing styles such as billboards or TV ads which are difficult to track, businesses are now adjusting to a world where clicks per revenue could be measured. As an agency, Brian and his team are more focused on conversions more than likes and impressions to drive the brand forward.
Brian also defined what digital marketing is and how it blends into each client’s business needs. He talked about conversion branding: if you focus your campaigns on conversion, it will help your brand’s message to carry through, reach your target audiences, and stand out from the rest. But why is it critical to have relevant messaging in terms of digital marketing? Brian discussed that an average user scrolls on social media at least the length of the Statue of Liberty on a daily basis, and with that length, a user could engage with a lot of what he sees on the platform. So, for a brand to stand out from there, what it needs is to create a thumb-stopping experience. Having a creative that pops out from the feed a user sees and carrying that through on the mobile experience cohesively with the user’s desktop is extremely essential to guide someone to conversion.
Many businesses today face challenges in obtaining digital marketing expertise. With this in mind, Brian and the Matchnode team decide to always be their client’s extended digital marketing team to help find solutions in paid social creatives and achieve return ad spend. He shared about a successful campaign for Chicago Bulls as an example of how important it is to be a partner to your clients by shifting towards their priorities and specific goals.
Brian recommends that to plan and execute your 2023 campaigns, you must keep an open mind. A market may be shrinking, but this is where strategic growth could come in for you. Being adaptive to the changing market conditions can help you plan for your marketing in real time by being smart with your marketing programs to reach your goals and making sure to cut the budget last on your marketing to never lose your momentum. To do this, it is essential that businesses set up their tracking for their basic metrics in the first place through digital marketing.
2023 is a brand-new year, and it is a new year for you to market successfully – to think about what new creatives could be your thumb-stopping experiences. Brian’s takeaway from this episode is that everything is trackable and can be optimized for conversion for whatever business type you may have. As concluded by Christina, digital marketing and ads are significant aspects to be able to figure out where your audiences are and how to reach them.
Resources:
Case Study: The Chicago Bulls | Digital Advertising Strategy
