The Underlying Imperative of Successful Super Bowl Advertisers
Written by: Vanessa Begley
The Super Bowl is a rare event where the audience is willing, sometimes even excited, to watch the commercials, which turns it into an advertising showcase. The importance of connecting to the customer has become increasingly more important over the last year. Leadership teams spanning all verticals and industries know that the customer experience is one of, if not the most important factor of gaining a competitive advantage.
This will be exampled in an upcoming NFL Super Bowl Ad, which leveraged artificial intelligence (AI) to revive the legendary Green Bay Packers head coach Vince Lombardi. Tim Ellis, CMO of the NFL, entered his position in 2018 with the goal of “getting the players closer to the fans.” With the challenging year we all faced, the NFL came to the conclusion that the best way to do so would be by carrying on the league’s season-long campaign, “It Takes All of Us,” which highlighted the importance of unity.
Knowing how to best connect with your audience/customer is critical in all facets of the business, though, not just advertising. But, to succeed, a company must have trustworthy insights derived from their customer data. Enabling your organization with customer intelligence allows your teams to replace the best-guess targeting on campaigns with informed decision-making that the whole company can benefit from. Now, especially, consumers are looking for companies they know they can trust and who have a clear understanding of not only what they want but what they need. This requires that organizations have reliable data-driven customer insights that allow for quick and accurate decision making.
Written by CCG, an organization in Tampa, Florida, that helps companies become more insights-driven, solve complex challenges and accelerate growth through industry-specific data and analytics solutions.