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How marketers used the Super Bowl to influence fans on social media and search

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How marketers used the Super Bowl to influence fans on social media and search


The Super Bowl is that rare TV event where fans watch the commercials as intently as the programming, which also means that marketers are looking to gain traction not only on the big screen that friends and family are watching together, but on individual mobile devices through social and search channels.

Brands that paid millions of dollars for a single TV spot boosted their investment by leveraging cross-screen engagement, while other brands, even those who didn’t advertise during Super Bowl LVI, looked to take advantage of all the attention around a single event to redirect some of those eyeballs and clicks toward their product.

Read more: How marketers are leveraging digital channels during the Super Bowl

Why we care. Performance and brand success during the Super Bowl has broader implications for the rest of the year. Marketers use the occasion of the Super Bowl to introduce new strategies and messages.

As the relationship between linear TV, CTV and mobile-first social platforms evolves, marketers across the industry can learn lessons about these moving goalposts and how they apply to their particular brand game plan.

Game Day or Game Week? Brands that show an ad during the game are looking to gain awareness during their big moment. But they also realize that the hype surrounding the game begins much sooner, and hopefully extends in the days and weeks following.


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A little further down, we’ll look at specific wins during the big game. But it’s worth noting that because there has been a lot of attention lately paid to cryptocurrencies and blockchain technology (including the use of NFTs in marketing campaigns), that attention overall grew last week for NFTs and cryptocurrency. 

This doesn’t mean that awareness didn’t spike to another level during the game. The most unlikely sign of advertising success during the Super Bowl was probably when Coinbase’s ad ran with a QR code and the Coinbase app crashed from all the traffic. Mission accomplished, I guess!

Game Week lifts or more of the same? Omnichannel marketing platform Zeta Global took the long view and found that awareness for crypto and NFTs was up week over week by 67.6% and 101%, respectively. It suggests not only that the public is interested, but that they are making some distinctions between two areas in the combined blockchain arena.

Image: Zeta Global.

Social media influence. AI-driven influencer platform Influential tracked 288 million social mentions during Super Bowl LVI. It’s also not surprising, given their interest in personalities, that they ranked celebrities featured in ads this year by the number of social mentions garnered during the game. In this way, Super Bowl ads can be seen as super-powered influencer efforts.

Here are the top celebrities and the brands that featured them in a Super Bowl ad, according to Influential:

  1. Zendaya (Squarespace)
  2. Dolly Parton (T-Mobile)
  3. Eugene Levy (Nissan)
  4. Matthew McConaughey (Salesforce)
  5. Larry David (FTX Crypto)

Intent. Influential also took a close look at user behavior on social to determine what ads drove the most purchase intent. Note here that Coinbase, although the ad crashed its app within seconds, didn’t even crack the Top 5.

Image: Influential

Discovery and search. Taking a step back from actionable intent, sometimes marketers are looking to connect with new customers who are still in the discovery phase. To this aim, Larry David worked very well, according to Google’s own analysis of trending topics on Google and YouTube.

Here’s their list of top celebs that were searched during the Super Bowl:

  1. Larry David
  2. Dr. Evil
  3. Jim Carrey
  4. Peyton Manning
  5. Scarlett Johansson

One final point to note about Super Bowl ad traction and marketing success – views don’t always correlate to search and discovery. The five most searched advertisements during the game were Budweiser, Michelob ULTRA, Doritos, Coinbase and Chevy. None of these five brands cracked the global top 10 for ad views. And believe it or not, the third highest Gameday Views winner, according to Google, was Hyundai USA’s “History of Evolution” spot, which didn’t even run during the game.

In planning for the next Super Bowl, marketers should keep in mind that the game, and expensive ad placements during it, can be part of a winning plan. But there is a complex digital ecosphere where the real game is won or lost through discovery and purchase intent on search and social media.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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How to Use UX Research to Help Your Company Grow: 3 Proven Tips

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How to Use UX Research to Help Your Company Grow: 3 Proven Tips

Who knows your target audience better than your team? Your clients themselves. Users with their demands, likings, and desires are mostly the voices that go unnoticed as companies seek to have a smooth user experience.

Having a good team’s commitment, enthusiasm, and hard work will not compensate for the gap in knowledge between what your customers need and what your team believes they will require.

User experience (UX) research overpasses this imbalance throughout the UX design process, making sure that your company ends up saving resources, expanding loyalty, and providing the best UX for each and every user. Discover more about UX research, its solid business importance, and what to test first.

How can organizations employ UX research?

User experience research focuses on ensuring that your customers have a pleasurable interaction while using your service or product. It is critical to consider UX research from the start of any project, as making changes later can be costly and time-consuming.

Here are some ideas for how businesses can perform UX research:

  • Ensure that you know who your intended audience is and what they require from your service or product.
  • Spend some time learning about the user journey — what actions do they take to accomplish a task? Where do they become perplexed or disappointed?
  • Data and feedback should be used to continuously enhance the user experience. Check your product or service with actual users on a regular basis and take note of their feedback.
  • Don’t start from the beginning. To get started, there are various off-the-shelf methods and digital options for UX research.
  • Ensure that your project has adequate resources.

Three useful practices in UX research

The UX research method plays an important role in your analysis. You need to consider the pros and cons of different techniques. For example, there are methods that are cheap and easy but can take a lot of time when it comes to analysis.  Another limitation is your available resources, which will dictate when, how much and what type of UX research you can do. We selected  a couple of methods for you that combine affordability and quality at the same time. Let’s take a closer look at each of them.

Usability testing

The process of evaluating a product or service by checking it with actual users is referred to as usability testing. Throughout a test, respondents will typically attempt to finish basic tasks while observers witness, listen, and take down notes. The goal is to pinpoint any design flaws, gather qualitative and quantitative data, and assess the person involved in overall product satisfaction.

Usability testing allows both design and development teams to discover issues prior to them being programmed. The sooner problems are discovered and resolved, the less pricey the modifications will be in aspects of both staff time and potential schedule impact.

UX survey

Among the most widespread UX research methods for gathering both qualitative and quantitative feedback from your customers is the UX survey. It assists you in better comprehending customer habits and determining what appears to work and what does not, allowing you to prioritize adjustments to your product’s UX.

UX surveys provide a cost-effective way for a SaaS business offering long-term growth to gather customer feedback and make data-driven judgments. UX surveys can help you identify conflicting points in your product’s UX design and provide you with the information you need to improve the user experience.

Session Recording

Session recording is a descriptive research tool that records website visitor surfing sessions in real-time, allowing you to observe the recordings afterward to gain a deeper visitor behavior perspective. It allows marketers to comprehend a user’s entire route on their website, which includes clicks, scrolls, and mouse movements, among other things.

Session recording enables detailed evaluation and study of visitors’ browsing activity, the realization of experience breakage, and the identification of friction sectors, which then aids in the repair of what is damaged and the optimization of UX, resulting in higher conversion rates.

Session recording records your users’ actual life cycle on your webpage so you can find out which parts of it lure them the most, pushes them deeper into the sales funnel or causes them to fall out, diverts attention from a page’s primary CTA, resulting in low sales, and so on. Such information allows you to make confident, data-driven strategic decisions.

What are the consequences of skipping UX research?

Companies recognize the consequences of bad decisions: lost money, time, brand image, and occasionally even the entire organization.

Trying to skip user research will frequently result in poor corporate strategy based on anything other than factual customer feedback, such as:

  • Preoccupation with fashion and design trends. Designers are frequently enamored with the newest trends and believe that if they do not implement them, they really aren’t in tune with the times.
  • Emotional commitment. Creators and product owners frequently allow their own emotions to affect their capacity to recognize where enhancements could be made.
  • Personal views. Many executives generate decisions based on deeply held values and allow their egos to take precedence over acknowledging user needs.

In the end, it is clear that implementing UX design can benefit companies in a variety of ways. In addition to increasing customer satisfaction and conversions, it can also contribute to lowering support and product production costs.

Moreover, satisfied clients are more likely to participate in favorable word-for-word marketing, which can support attracting additional business. As a result, companies that invest in UX design can anticipate seeing remarkable long-term growth.

No time to underestimate UX

In this blog we have considered a simple but important part of UX research. There are many other methods of conducting this analysis, but you can start with the basics. There is no need to doubt the importance and usefulness of UX research, so we advise you to start implementing it today!

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