The power of the case study
The humble case study is a useful tool for content marketers to show the real-world success of products and services. Done correctly, it combines storytelling, humour, emotional pull, and measurable results. Think of them as business level consumer reviews. There is a process to follow through: Problem, Solution followed by Results.
Part of your marketing mix
According to HubSpot’s State of Marketing Report 2020, 13% of marketers name case studies as one of the primary forms of media used within their content strategy. So while case studies aren’t the main focus of marketing, they are great destination resources that customers find via social, EDMs or digital advertising. Whichever way you lead a customer to a case study, you need to make it worth their while. The key to a successful pay-off is engaging storytelling.
Why storytelling matters
Consumers will always remember an engaging narrative, especially if they are attention-grabbing, memorable and emotive. You can take your customers anywhere along the digital path but if the messaging doesn’t stick, what’s the point? When it comes to what consumers relate to in a story, science says it’s the characters. Just the type of satisfied customers you could showcase in your own case study.
Privacy and targeted ads
The latest iPhone update has caused a stoush between Facebook and Apple. Facebook claims privacy changes in the update won’t allow it to serve targeted ads to iPhone users outside of its app. The social media company’s Audience Network business essentially allowed it to connect a Facebook identity with its off-platform activities.
Too much targeting
The move by Apple comes at a time of push back against targeted advertising. In Europe and Britain, Facebook and Google are under pressure to stop targeting under-18s with advertising. They want to avoid the situation in the US where it’s believed adtech groups have 72 million data points on a child by the time they turn 13. Hardware companies are in the firing line too, with Samsung accused of overloading its Galaxy smartphone with targeted ads.
Can targeting backfire?
Sometimes targeted advertising can simply be too much. Facebook and Google have a lot of data on you so the stream of ads based on search history and online activity can feel relentless. It can also have negative consequences, especially when it comes to the death of a loved one or a medical condition. The barrage of ads related to these topics constantly reminds consumers about issues they’re facing. No wonder ad-blocking is on the rise.
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