This free course of The Future of Marketing video series features Ryan Clarke of Statsports talking to us about customer journey planning and how they run YouTube video advertising campaigns.
Ryan talk to us about how he works as part of the Statsports marketing team to understand their different customer segments and works with the creative team to develop different assets for each stage of the buyer journey.
YouTube video advertising campaigns are the fastest growing advertising revenue platform for The Alphabet Group and in this video you will hear about:
Ryan’s career journey before he started working for Statsports
The importance of a great product in attracting Ryan to Statsports
Building top of funnel awareness campaigns to educate the market
Designing conversion campaigns at the bottom of the funnel
The importance of understanding the full customer journey
The different messaging required at each stage of the sales process
Behaviour = motivation, ability and prompt
The influence of seasonality on campaign structure
Knowing when to walk way
The effect of complex campaign structures on the creative process
If this course isn’t for you check out our other courses