The next Super Bowl is coming. And as we get closer to the big game, Americans aren’t just looking forward to the football — they’re also excited to see what the nation’s big-budget brands will come up with for this year’s ads.
While much is still unknown about 2022’s Super Bowl commercials, a few leaked ads hint that a lot of content will err on the relatable and comedic side, while still giving viewers the high-budget excitement the Super Bowl ads we know and love.
Here’s just one example of a commercial we can expect on Super Bowl Sunday from Budweiser. The ad, directed by Academy Award winner Chloé Zhao, features a Clydesdale horse that overcomes a significant debilitating injury, which is meant to symbolize the resilience people have shown time and time again during the continued COVID-19 pandemic.
But leaked ads aren’t the only thing we can watch to prepare for the marketing marvels we might see on Sunday.
To amp you up for this year’s “Ad Bowl,” I’ve collected some the best ads from the last decade and before.
Be sure to check back each year, as we’ll continue to add to this list as new teasers are released.
Without further ado, please enjoy these attention grabbing, emotion-inducing, and sometimes award-winning ads.
The Best Super Bowl Ads from the Past Decade
1. “Wow wow no Cow” — Oatly (2021)
Oatly’s Super Bowl ad features the company’s CEO Toni Petersson in the middle of a field singing a song with the lyrics “Tastes like milk but made for humans, wow wow no Cow.” For 30 seconds, viewers watched him sing and struggled to find a point to the advertisement.
Many took to social media to say that it was the worst Super Bowl commercial, yet it achieved exactly what every business wants from their ads — buzz. Everyone was talking about how weird the ad was, generating brand exposure and continuous conversation. Oatly even followed up the ad by selling shirts on their website that said “I totally hated that Oatly commercial.” Many brands and businesses want to leave a mark and make an impression, and Oatly certainly did.
2. “Loretta” – Google (2020)
Google’s Super Bowl ad tells the story of a man who doesn’t want to forget the memories he had with his wife. To the sounds of FUN’s “Say Something,” the man types “how to not forget” into Google and sees search results about how to improve memory. He then uses voice search to say, “Hey Google. Show me photos of me an Loretta.”
As he clicks through photos, he explains some of the fond memories he had with his wife. For example, at one point he laughs and tells the Google Assistant, “Remember. Loretta hated my mustache.” Then text from the Assistant says “Ok. I’ll remember that.”
As the man Google’s things related to his life and marriage, viewers get a glimpse of the precious moments that made up his life.
At the end of the ad, after viewers have felt a wide range of emotions, Google promises to provide users, “A little help with the little things.”
While many Super Bowl ads focus on throwing viewers into the action, highlighting celebrities, or comedy, Google took a more emotional approach to remind viewers how its products can help people at different points in their lives. While search helped the man learn tips for remembering things, Drive and Assistant were able to help him relive memories related to his marriage.
3. “Joust” – HBO and Budweiser (2019)
Prior to the 2019 Super Bowl, Budweiser launched a funny series of ads that followed a medieval kingdom where the king and townspeople would cheer, “Dilly Dilly!” when offered the beer. The series also featured a hero called the Bud Knight. In some advertisements, he would ride in on his horse and fight in battles clad in armor covered in Budweiser logos.
At the beginning of Budweiser’s 2019 Super Bowl ad, you see a handful of happy medieval characters waiting excitedly for the Bud Knight to arrive at a jousting match
As the Bud Knight heroically rides his horse on screen, the audience cheers, “Dilly Dilly!” as the competition begins.
But. things get grim quickly. Shocking, the Bud Knight loses and is knocked off his horse by the opponent. As the tall, masked opponent walks up to the knight, most Game of Thrones fans will begin to recognize him Gregor Clegane, a.k.a. “The Mountain” — one of the show’s most monstrous villains.
As Clegane towers over the Bud Knight, it becomes apparent — especially to GoT fans — that the ad is mimicking a dramatic death scene from the HBO series where The Mountain physically squished another heroic figure with his bare hands.
Clegane dramatically, but comedically, reaches down to grab the Knight with both hands. As townspeople react over-dramatically to what’s going on, it’s apparent that Clegane’s killed yet another knight by squishing him off screen.
Suddenly, the Game of Thrones theme music begins to play as a dragon flies over Clegane and takes him down with a blow of fire. As the dragon escapes into clouds and smoke, the music gets louder as the show’s logo and air date appears instead of a Budweiser logo. In a sense, Game of Thrones and HBO hijacked and destroyed the Budweiser ad series.
This ad is hilarious as it comedically mimics an incredibly intense and notable scene from Game of Thrones. More interestingly, it surprises audiences who are just expecting it to be a standard Budweiser ad. This is a great example of how one ad combined cross promotion with a memorable storyline.
4. “We All Win” – Microsoft (2019)
After it came to Microsoft’s attention that people with missing limbs or limited mobility were having trouble holding and pressing buttons on video game controllers, the tech company developed an adaptive controller with touch pads rather than buttons.
After the controller’s launch, Microsoft highlighted this story of how they solved for the customer in a 2019 Super Bowl ad titled, “We All Win.”
n the Gold Clio-winning campaign, Microsoft interviewed children with mobility issues and missing limbs about why they loved video games, but how they still faced difficulties with game controllers due to their disabilities.
Many of the children and parents featured in the ad explain that gaming helps them connect with friends in ways that they might not be able to otherwise. However, because of the current line of controllers, they have difficulty playing or competing in many games.
“I never thought it was unfair. I just thought ‘Hey, this is the way it is and it’s not going to change,” says one boy.
After demonstrating the problem with game controllers, the ad shows the children using Microsoft’s new adaptive video game controller as they explain how it makes gaming easier and more accessible for them.
For example, one girl excitedly says, “I can hit the buttons just as fast as they can,” while a boy exclaims, “Now everyone can play!”
“‘We All Win’ hit all the marks in terms of emotion, starting a dialogue, and fun. It wasn’t an ad about disabilities, it was about kids wanting to play video games,” says Dmitry Shamis, Senior Director of Creative. “I loved it back in February and still love it now.”
Not only does “We All Win” tug on your heartstrings, but it also encourages solving for the customer and accessibility by explaining how Microsoft took the time to develop a product that fixed a major problem faced by a unique group of customers. This ad makes you believe that Microsoft genuinely cares about its customers and will make extra efforts to ensure that everyone has a great experience with its products.
You can read more about this particular campaign and get inspired by a few more empowering ads in this blog post on inclusive marketing.
5. “It’s a Tide Ad” – Tide (2018)
In 2017 and 2018, Tide released a number of commercials with storylines that had nothing to do with Tide, except for the actors’ noticeably clean clothes. When viewers were at the edge of their seats, someone in the ad would say, “It’s just another Tide ad.” Then, they’d see the Tide logo and text that said, “If it’s clean, it’s Tide.”
This campaign started with a long Super Bowl ad, which also received an Emmy nomination. In the ad, Stranger Things’ David Harbour shows up in several common ad scenes, including in the bathroom with a buff deodorant model, driving a sports car, and laughing on the couch with a fake family.
As he appears into each commercial, he explains that all of them have one thing in common: clean clothes that were washed by Tide detergent. In the end, he says, “So, does this make every Super Bowl commercial a Tide ad? I think it does.”
Since Tide has one job of keeping clothes clean, they show off the brand’s strength in multiple versatile and silly scenarios. Humor like this can also be a great way to make a simple product more memorable. If you go to the store to get detergent shortly after seeing this commercial, Tide might be the first thing to pop into your head because of the ridiculous ads.
6. “Band of Brands” – Newcastle (2015)
What do you do when you can’t afford a Super Bowl ad? Cross-promote with other brands who will pay for it. That’s what Newcastle, a popular beer company, did back in 2015.
Prior to the 2015 Super Bowl, Newcastle launched a call to action video where Parks and Recreation actress Aubrey Plaza encouraged brands to pool their money for one big ad. Because Super Bowl ads that year were well over $4.7 million — not including production — a number of big and small brands reached out to Newcastle to join in for a chance to be featured — even for just a few seconds — in the ad
The one-minute ad is filled with product placements as it tells the story of a couple that’s sharing Newcastle beers together to celebrate moving into a new home. As they walk through their new house, you can see brand logos hung on the walls like paintings, family photos, or decorations.
As they unpack the boxes, they not-so-subtly talk about all the appliances they have while holding them up to the camera. Aside from the obvious visual product placements, they also work brands into their conversations. For example, at one point, the man tells his girlfriend that he can’t believe they’re moving in together after “meeting on Match.com.”
Although the ad starts off with more clever obvious product placements, it gets funnier as the couple starts pointing out every single product they have in their house as quickly as possible.
This ad is an incredibly clever example of a brand that took product placement and co-marketing to the extreme, while benefiting from a virtually free Super Bowl commercial.
7. “Keep Your Hands Off My Doritos” – Doritos (2010)
“Keep Your Hands Off My Doritos” hilariously tells the story of an overconfident man meeting his love interests son for the first time. In the ad, the man walks into his date’s home with flowers and sits with her child as the mother gets ready. When she leaves the living room, the man is seen noticeably checking her out.
He sits down with swag as he starts talking to her infant son. Without thinking to ask the child if he can have one of his Doritos, he grabs a chip. The boy immediately and loudly slaps him, stares him down in the most intimidating way a child can, and angrily exclaims, “Keep your hands off of my momma. Keep your hands off of my Doritos!”
The overconfident boyfriend ends the commercial cowering in fear as the screen fades. As the logo appears, you hear the boy’s mother ask, “Are you playing nice?”
This ad was so funny that it’s still seared into many of our minds. Even though it launched nearly a decade ago, I still tell friends to “keep their hands off my Doritos” when they grab one of mine without asking.
Although it’s only 30 seconds, the ad is hilarious, relatable, a little bit shocking, and heartwarming, which makes it so memorable.
The Best Super Bowl Ads Before 2010
8. “Wassup” – Budweiser (1999)
If you grew up in the late ’90s or early 2000s, you might have a memory of kids at your school yelling the word “WASSUP?” to each other. I know I do.
If not, you’ve probably seen the Budweiser ad that the now outdated greeting comes from:
In the ad, a man answers the phone while watching a big game. His friend on the other line asks, “Wassup?” The man on the couch says, “Nothing. Just watchin’ the game and drinkin’ a Bud.” The conversation escalates when the man’s roommate unexpectedly walks in and yells, “WASSSSUPPPPP?!”
In true 1990s fashion, the roommate rushes to pick up the other house phone to join the conversation. The three men then just start yelling, “Wassup!” in louder and more bizarre ways until they suddenly get quiet. One of the friends then asks, “So, wassup?” The two others on the phone again say, “Nothing. Just watchin’ the game and drinkin’ a Bud.” Then, everyone says, “True.”
This video might seem like a waste of millions of dollars on a Super Bowl slot, but it definitely wasn’t. As a viewer and consumer, all you need to know when watching is that the three friends are all watching the game and drinking Budweiser. The “Wassup?” marathon was essentially a tool meant to make the commercial funny and memorable. Based on the fact that, “Wassup” was still getting referenced in the second half of the 2010s, it’s easy to see that this ad was a success.
9. “Your Cheatin’ Heart” – Pepsi (1996)
This old Pepsi commercial highlights the consequences of what could happen if you “cheat” on your company’s brand.
The short and sweet ad simply shows fake security footage of a Coca-Cola delivery employee placing Coca-Cola cans in a store refrigerator to the Hank Williams Sr. song, “Your Cheatin’ Heart.” Things get interesting when the delivery man looks to make sure no one’s watching and then opens the fridge with Pepsi in it.
Suddenly, the shelves in the fridge collapse as all of the Pepsi cans noticeably barrel out of the fridge and on to the floor. The ad makes a short and simple point: Even Coca-Cola employees love Pepsi:
10. “1984” – Apple (1984)
At the dawn of 1984, Apple leveraged the George Orwell classic,“1984,” in an award-winning Super Bowl campaign.
The 1948 George Orwell novel, followed a 1984 dystopian society where everyone dressed the same and conformed to the same leader, views, and ideologies.
As an innovative company, Apple has always tried to be “different” from competitors. The tech giant’s approach to Super Bowl advertising stood by this same mission even back in 1983.
The Super Bowl ad brings the conformist community in 1984 to life as you see men marching in straight lines towards a room where their leader is on a giant screen, telling them, “We are one people, with one whim, one resolve, and one cause.”
At the climax of the commercial, a woman with a hammer and colorful clothing starts running towards the screen. She launches her hammer into the screen as it explodes.
A narrator concludes, “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like 1984.”
Not only did the ad, directed by Ridley Scott, highlight a well-known book. But it was boldly symbolic of early tensions and monopolies in Silicon Valley. At the time, Apple was considered a young, disruptive company while IBM was the only tech giant in the PC industry. Tech journalists and innovators in Silicon Valley often thought about IBM as a soulless corporation.
In this ad, Apple explains why innovation, disruption, and tech unique tech underdogs would destroy monopolies of the future. It also reiterated and enforced the brand’s positioning as a company that wanted to make products that would allow people to embrace their unique qualities and skills. This is a strategy that they’ve continued to use in their campaigns today.
11. “I’d Like to Buy the World a Coke” – Coca-Cola (1971)
On the hills of Italy in 1970, Coca-Cola pulled together a group of young adults from a number of countries and filmed them sing a jingle called, “I’d Like to Buy the World a Coke.”
This resulted in one of the most notable ads from Coca-Cola, let alone a popular ad from the 1971 Super Bowl:
This commercial is a great form of early inclusive marketing as it shows that everyone has something in common, despite the fact that we all come from different or diverse backgrounds.
In particular, this ad shows that millions of people from all around the world can agree on the fact that they enjoy Coca-Cola. Not only does it embrace the beauty of diversity and world peace, but it also highlights the international popularity of the soda beverage.
Super Bowl Ad Takeaways
Even if you’re a small business marketer. you can learn from these ads for your own video or content marketing strategies. Here are a few things that many of these ads have in common.
- Emotion: Whether they leave you feeling happy, sad, or optimistic, most of these ads drew your attention with a topic and storyline that built emotion.
- Pop Culture: As you saw with Budweiser, HBO, Newcastle, and Apple, some of the most memorable ads acknowledged notable pop culture or literature and weaved a memorable story around them.
- Relatability: Emotional ads don’t often work without relatability. Many of these ads do an excellent job of putting you into their protagonist’s shoes. Whether you’re seeing children able to access gaming in a Microsoft ad, or laughing at the child who’s protective of his mother in the Doritos ad, you identify with the characters or people featured on a deeper level.
Editor’s Note: This blog post was originally published in January 2015. It was updated for comprehensiveness and freshness in 2021.
The marketing lifecycle: An overview
Remember when digital marketing was simple? Create content, throw it over the wall, hope for the best.
Note that we said “simple,” not effective.
To be effective is more complicated, and this keeps accelerating. There are so many options, so many channels, and so many audiences, that effective digital marketing requires a term to which people often react strongly—
Very few people inherently like the idea of “process.” It brings forth visions of rigidity and inertia.
But there simply has to be a framework in which to produce and publish effective marketing assets. Without this, you have nothing but chaos from which productive work gets done accidentally, at best.
How did it get this way for the enterprise? How did things become so interconnected?
- Marketing isn’t a point in time, it’s an activity stream. It’s a line of dominoes you need to knock over, roughly in order. Lots of organizations do well at some, but fail on others, and thus break the chain of what could be an effective process.
- Marketing activities overlap. It’d be great if we could do one thing at a time, but the marketing pipeline is never empty. Campaigns target different audiences at the same time, and new campaigns are being prepared as existing campaigns are closing.
- Marketing involves a lot of actors at vastly different levels. There’s your content team, of course, reviewers, external agencies and contractors, designers, developers, and—of course—stakeholders and executives. Each group has different needs for collaboration, input, and reporting.
Some of the best business advice boils down to this: “Always understand the big picture.” You might be asked to do one specific thing in a process, but make sure you understand the context of that specific thing—where does it fit in the larger framework? Where does it get input from? How are its outputs used?
In this article, we’re going to zoom out for an overhead view of how Optimizely One helps you juggle the complete marketing lifecycle, from start to finish, without letting anything drop.
Ideas are born everywhere—maybe with you, maybe with your staff, maybe with someone who has no connection with marketing at all, and maybe from an external source, like an ad agency or PR firm. Leading organizations have found a way to widen the top end of their pipeline—the start of their content marketing funnel—and take in more ideas from more sources.
Good ideas combine. Someone has one half of an idea, and someone else has the other half. The goal of effective collaboration is to get those two pieces together. One plus one can sometimes equal three, and more ideas mean better ideas overall. Creativity is about getting more puzzle pieces on the table so you can figure out which ones fit your strategy.
How do you manage the flow of ideas? How do you make sure good ideas don’t get dropped, but rather become great content? The only way to publish great content is to get ideas into the top end of the pipe.
Optimizely One can streamline and accelerate your content intake using templated intake forms mapped to intelligent routing rules and shared queues. Everyone in your organization can know where content is developed and how to contribute to ideas, content, and campaigns currently in-process. Your content team can easily manage and collaborate on requests, meaning content development can become focused, rather than spread out across the organization.
Campaigns don’t exist in a vacuum. They share the stage with other campaigns—both in terms of audience attention and employee workload. Leading organizations ensure that their campaigns are coordinated, for maximum audience effect and efficiency of workload.
Pick a time scale and plan it from overhead. What campaigns will you execute during this period? In what order? How do they overlap? Then, break each campaign down—what tasks are required to complete and launch? Who owns them? In what stage of completion are they in? What resources are required to complete them?
Good marketing campaigns aren’t run in isolation. They’re a closely aligned part of an evolving body of work, carefully planned and executed.
Optimizely One provides comprehensive editorial calendaring and scheduling. Every marketing activity can have an easily accessible strategic brief and dedicated workspaces in which to collaborate. Your content team and your stakeholders can know, at a glance, what marketing activities are in-process, when they’re scheduled to launch, who is assigned to what, and what’s remaining on the calendar.
Good content takes fingers on keyboards, but that’s not all.
Content creators need frameworks in which to generate effective content. They need the tools to share, collaborate, structure, stage, and approve their work. Good content comes in part from tooling designed to empower content creators.
Your content team needs a home base—the digital equivalent of an artist’s studio. They need a platform which is authoritative for all their marketing assets; a place that everyone on the team knows is going to have the latest schedules, the latest drafts, the official assets, and every task on the road to publication.
Content creation isn’t magic—it doesn’t just appear out of the ether. It comes from intentional teams working in structured frameworks.
Optimizely One gives your editors the tools they need for the content creation process, AI-enabled editing environments for fingers-on-keyboards, all the way through intelligent workflows for collaboration and approvals. Authors can write, designers can upload and organize, project managers can combine and coordinate, stakeholders can review, and external teams can collaborate. All within a framework centered around moving your campaigns forward.
Leading organizations look at content beyond its immediate utility. Everything your content teams do becomes an incremental part of an evolving body of work. Content doesn’t appear and disappear; rather, it continually enlarges and refines a body of work that represents your organization over time.
Good creative teams remix and transform old ideas into new ones. They can locate content assets quickly and easily to evolve them into new campaigns quickly. They don’t reinvent the wheel every time, because they lean on a deep reservoir of prior art and existing creative components.
Digital asset and content management should store content in a structured, atomic format, allowing your organization to store, retrieve, organize, and re-use marketing assets quickly and easily.
Optimizely One gives your content team a place to store their content assets, from text and rich media. Content can be archived and organized, either manually, or by using AI to automatically extract tags. Content can be stored as pure data, free from presentation, which makes it easy to re-use. Your content team will always know where to find work in progress, media to support emerging campaigns, or assets from past campaigns. Brand portals make it easy to share assets with external organizations.
Business happens all over the world in every language. To effectively compete around the world, your content needs to be globalized.
Globalization of content is a holistic practice that affects every part of the content lifecycle. Words need to be translated, of course, but you also need to consider cultural globalization—images and symbols that might change—as well as globalization for numbers, currency, and time zones. Going even deeper, you might have to make design changes to accommodate things like differing word lengths and the flow of text.
Beyond simply changing content, your work process is affected. When does translation happen? Who is authorized to order it? Who can perform it? How do you bring external translation companies into your internal processes, and how does this affect the flow of content through your organization?
Optimizely One helps you manage the entire globalization process, whether it’s done in-house or automatically via one of our translation partners. Your customers can be served content in their language and culture, and you can carefully control the alternate, “fallback” experience for languages not yet available, or when you’re not translating all of your content.
Some experiences need to be visually composed from a palette of content and design components. Designers and marketers want to see exactly what their content looks like before they publish.
In some cases, this is easy—everyone should be able to see what a web page looks like before it goes live. But what about your mobile app? What about display advertising? A social media update?
And what happens when you’re modifying content based on behavior and demographics? If you want to see how your web page will look for someone from California who has visited your site before and already downloaded your whitepaper on their iPhone…can you?
Content no longer leaves your organization on a single channel. Composition and preview is always contextual—there is no single, default experience. Leading organizations want full control over their visual presentation and they know that they need to see their content through the eyes of their customers.
Optimizely One provides the tools to visually compose experiences across multiple channels and can preview that experience when viewed through the personalization lens of whatever demographic and behavioral data you can dream up. And this works regardless of channel: web, email, display advertising—everything can be previewed in real-time.
Content can’t do any good unless it can reach your customers. You need to publish your content to them, wherever they are, which means having the flexibility to push content into multiple channels, in multiple formats.
A consumable piece of media is an “artifact.” Your content is the idea and message that make up that artifact. Leading organizations develop their content separate from any concept of an artifact, then transform it into different formats to fit the channel that will spread their message most effectively.
Sure, make a web page—but also push that content to your mobile app, and into your social networks. Broadcast a text message, and an email. While you’re at it, push the information into the display panel in the elevators. Let’s be bold and broadcast it on the TV screens that play while your customers fill up with gas.
The key is delivery flexibility. The world of content delivery has changed remarkably in just the last few years. It will no-doubt change more in the future. No platform can anticipate what’s coming, so you just need the flexibility to be ready to adapt to what happens.
Optimizely One provides complete delivery flexibility. Our systems store your content separate from presentation, and allow multiple ways to access it, from traditional websites to headless APIs to connect your content to mobile apps or other decoupled experiences. Your content can be combined with internally-stored content or third-party content to provide a seamless “content reservoir” to draw on from all of your channels.
Throughout this lifecycle, we’ve moved from content, to artifacts, and now on to “experiences.”
One person consuming an artifact—reading a web page, listening to a podcast, watching a video—is an experience. Just like one piece of content can generate more than one artifact, one artifact should enable thousands of experiences.
Technology has advanced to the point where all of those experiences can be managed. Instead of every customer getting the same experience, it can be personalized to that specific customer in that specific moment.
You can do this using simple demographic or technographic data—perhaps you cut down the information and make your content more task-oriented when you detect someone is on a mobile device. However, the real power comes when you begin tracking behavior, consolidating information about your customers, and giving them specific content based on what you’ve observed.
Leading organizations have a single location to track customer behavior and data. For every experience, they know exactly what this customer has done, how they’ve interacted with the organization, and they can predict what they’ll do next. Content and artifacts will morph themselves to fit each individual experience.
Optimizely One connects both customer behavior and demographics along with the tools to activate that data to affect your customers’ experiences. Our platform allows you to track customer behavior and match that with customer demographics—this includes behavior tracking for customers you can’t even identify yet. Based on that behavior and stored data, editors can modify experiences in real-time, changing content and design to match to what each individual customer is most likely to respond. Or let the machine do the work, with personalized content and product recommendations.
No matter how much you know, customers will always surprise you. The right answer to persuading your customer to take an action might be something you’re not even thinking of. Or, you might have an idea, but you’re not confident enough to bank on it. And let’s face it—sometimes, you just love two different ideas.
Wouldn’t it be great if you could publish more than one thing?
You absolutely can. And you absolutely should.
Leading organizations let go of the idea that an experience is bound to one version of an artifact. Don’t just write one title for that blog post—write three. Publish them all and show them randomly. Let your customers tell you—by their next action—which one was the right one to use.
Experimentation allows you to try new things without the inertia of re-considering and re-drafting all your content. Ideas can go from your mind to pixels on the screen quickly and easily, and you can see what works and what doesn’t. Try a new title, or next text on a button. Does it give you better results? If so, great, keep it. If not, throw it away and try something else.
Refine, refine, refine. The idea that you publish content in one form and just hope it’s the right one is a set of handcuffs that can be tough to shake. But the results can be impressive.
Optimizely One allows you to quickly create and publish multiple variations of content and content elements to any channel. You can separate your content into elements and try different combinations to see which one drives your customers to move forward in their journey, then automatically route more traffic through winning combinations. You can manage feature rollouts and soft-launches, enabling specific functionality for specific audiences in any channel.
The key to a learning and evolving content team is a transparent and unflinching look into what happens to your content after it’s published.
Analytics need to be considered in the context of the entire content domain. What content performs well but has low traffic? What content is consumed often but never moves customers down their buying journey? Customer behavior needs to be tracked carefully, then used to segment customers into audiences, based on both your content team’s observations and insights provided by AI.
Optimizely One offers complete behavior tracking and content analysis, showing you what content works, what content doesn’t, and what your customers are doing during every step of their relationship with your entire digital estate.
Juggle the entire lifecycle
“Publishing myopia” prevents most organizations from truly benefiting from the power of their content and marketing technology. Too many ideas are undercut by an obsession with the publish button. We rush content out the door and just throw it over the wall and hope it lands.
Within that mode of thinking, great ideas get trapped under the surface. Great content is delivered to only one channel in one language. Great experiences never see the light of day because content exists in only one form. And every customer sees the same thing, no matter how their own experience might benefit from something else.
Remember: the marketing lifecycle is a series of stages
Each stage builds on the last and allows content to grow from a random idea your team takes in from the field and turns it into a spectacular multi-channel experience which rearranges and modifies itself to fit each customer.
Juggling all of the steps in the marketing lifecycle can be done, but it’s easy to lose the forest for the trees and get too myopic about individual steps in this process. Leading organizations step back, consider the entire cycle from start to finish, and make sure their ideas, their products, and their messages are enhanced and strengthened in every step.
Comparing Credibility of Custom Chatbots & Live Chat
Addressing customer issues quickly is not merely a strategy to distinguish your brand; it’s an imperative for survival in today’s fiercely competitive marketplace.
Customer frustration can lead to customer churn. That’s precisely why organizations employ various support methods to ensure clients receive timely and adequate assistance whenever they require it.
Nevertheless, selecting the most suitable support channel isn’t always straightforward. Support teams often grapple with the choice between live chat and chatbots.
The automation landscape has transformed how businesses engage with customers, elevating chatbots as a widely embraced support solution. As more companies embrace technology to enhance their customer service, the debate over the credibility of chatbots versus live chat support has gained prominence.
However, customizable chatbot continue to offer a broader scope for personalization and creating their own chatbots.
In this article, we will delve into the world of customer support, exploring the advantages and disadvantages of both chatbots and live chat and how they can influence customer trust. By the end, you’ll have a comprehensive understanding of which option may be the best fit for your business.
The Rise of Chatbots
Chatbots have become increasingly prevalent in customer support due to their ability to provide instant responses and cost-effective solutions. These automated systems use artificial intelligence (AI) and natural language processing (NLP) to engage with customers in real-time, making them a valuable resource for businesses looking to streamline their customer service operations.
Advantages of Chatbots
One of the most significant advantages of custom chatbots is their round-the-clock availability. They can respond to customer inquiries at any time, ensuring that customers receive support even outside regular business hours.
Custom Chatbots provide consistent responses to frequently asked questions, eliminating the risk of human error or inconsistency in service quality.
Implementing chatbots can reduce operational costs by automating routine inquiries and allowing human agents to focus on more complex issues.
Chatbots can handle multiple customer interactions simultaneously, making them highly scalable as your business grows.
Disadvantages of Chatbots
Chatbots may struggle to understand complex or nuanced inquiries, leading to frustration for customers seeking detailed information or support.
Lack of Empathy
Chatbots lack the emotional intelligence and empathy that human agents can provide, making them less suitable for handling sensitive or emotionally charged issues.
Initial Setup Costs
Developing and implementing chatbot technology can be costly, especially for small businesses.
The Role of Live Chat Support
Live chat support, on the other hand, involves real human agents who engage with customers in real-time through text-based conversations. While it may not offer the same level of automation as custom chatbots, live chat support excels in areas where human interaction and empathy are crucial.
Advantages of Live Chat
Live chat support provides a personal touch that chatbots cannot replicate. Human agents can empathize with customers, building a stronger emotional connection.
For inquiries that require a nuanced understanding or involve complex problem-solving, human agents are better equipped to provide in-depth assistance.
Customers often trust human agents more readily, especially when dealing with sensitive matters or making important decisions.
Human agents can adapt to various customer personalities and communication styles, ensuring a positive experience for diverse customers.
Disadvantages of Live Chat
Live chat support operates within specified business hours, which may not align with all customer needs, potentially leading to frustration.
The speed of response in live chat support can vary depending on agent availability and workload, leading to potential delays in customer assistance.
Maintaining a live chat support team with trained agents can be expensive, especially for smaller businesses strategically.
Building Customer Trust: The Credibility Factor
When it comes to building customer trust, credibility is paramount. Customers want to feel that they are dealing with a reliable and knowledgeable source. Both customziable chatbots and live chat support can contribute to credibility, but their effectiveness varies in different contexts.
Building Trust with Chatbots
Chatbots can build trust in various ways:
Chatbots provide consistent responses, ensuring that customers receive accurate information every time they interact with them.
Chatbots offer instant responses, which can convey a sense of efficiency and attentiveness.
Chatbots can assure customers of their data security through automated privacy policies and compliance statements.
However, custom chatbots may face credibility challenges when dealing with complex issues or highly emotional situations. In such cases, the lack of human empathy and understanding can hinder trust-building efforts.
Building Trust with Live Chat Support
Live chat support, with its human touch, excels at building trust in several ways:
Human agents can show empathy by actively listening to customers’ concerns and providing emotional support.
Live chat agents can tailor solutions to individual customer needs, demonstrating a commitment to solving their problems.
Human agents can adapt to changing customer requirements, ensuring a personalized and satisfying experience.
However, live chat support’s limitations, such as availability and potential response times, can sometimes hinder trust-building efforts, especially when customers require immediate assistance.
Finding the Right Balance
The choice between custom chatbots and live chat support is not always binary. Many businesses find success by integrating both options strategically:
Use chatbots for initial inquiries, providing quick responses, and gathering essential information. This frees up human agents to handle more complex cases.
Escalation to Live Chat
Implement a seamless escalation process from custom chatbots to live chat support when customer inquiries require a higher level of expertise or personal interaction.
Regularly analyze customer interactions and feedback to refine your custom chatbot’s responses and improve the overall support experience.
In the quest to build customer trust, both chatbots and live chat support have their roles to play. Customizable Chatbots offer efficiency, consistency, and round-the-clock availability, while live chat support provides the human touch, empathy, and adaptability. The key is to strike the right balance, leveraging the strengths of each to create a credible and trustworthy customer support experience. By understanding the unique advantages and disadvantages of both options, businesses can make informed decisions to enhance customer trust and satisfaction in the digital era.
The Rise in Retail Media Networks
As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”
Paid advertising is alive and growing faster in different forms than any other marketing method.
Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.
But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.
Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:
GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.
Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.
What’s a retail media network?
On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.
GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year. Magna estimates $124 billion in ad revenue from retail media networks this year.
“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.
You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.
Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.
But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.
Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.
Think about these 2 things in 2024
That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?
Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.
For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.
However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.
Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.
The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.
You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.
“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.
As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.
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Cover image by Joseph Kalinowski/Content Marketing Institute
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