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Video Marketing

Brand Marketing vs. Funnel Marketing: What’s the Difference?



You might’ve noticed that all of us at Wistia have been talking more and more about brand marketing. Our view — as we outline in our Brand Affinity Marketing Playbook — is that the next stage of investment in video marketing will be long-form, serialized content designed to increase brand affinity. And when it comes to brand marketing, this method is a different type of investment than the one you’d make in typical, straight-forward digital advertising. Let’s take a look at the differences between brand marketing and funnel marketing and why you might want to invest more in your brand.


Brand marketing is the investment in marketing activities designed to associate imagery, ideas, and feelings with a brand in the mind of consumers. It typically takes the form of creative content that’s distributed through advertising, organic channels — or both.

It’s not a new concept. Brand marketing, in various forms, has compromised the lion’s share of investment in marketing since the 1950s. TV, print media, and billboards are all created in an effort to tell a story and increase emotional connections between a consumer and a business. It’s how most established major businesses have built a name for themselves.

But the promise of more trackable, directly attributable advertising and marketing activity, led by innovations in CRM and digital advertising over the past 15 years, has shifted the default approach to marketing most new businesses now take.

Typically defined as performance marketing, inbound marketing, or digital marketing, the new “funnel-centric” approach starts with the premise that potential customers go through a linear process called the “buyer’s journey.”


Image credit: HubSpot

The idea is that businesses can — and should — reach their users (“prospects”) at each stage of this journey, providing appropriate guidance at each point that eventually leads to users choosing their product or service.

The growth of the buyer’s journey mentality has ensured businesses move away from one-size-fits-all messaging, toward offering more targeted and focused offerings for individuals based on their particular situational needs.

However, it’s also meant that a huge number of small businesses today aren’t doing any brand marketing at all. The shared thought is that brand marketing is something big companies invest in, which smaller companies can afford to avoid, since an investment in targeted and specific messaging will yield returns more efficiently than expensive creative content.

Brand marketing and funnel marketing essentially use the same tactics, with different foundational strategies. Both heavily rely on using content to acquire users via search, social media, advertising, and email. But, they differ in terms of the audience, the intention, and the success metrics.

“They differ in terms of the audience, the intention, and the success metrics”

Let’s compare:

Funnel Marketing Brand Marketing
Audience is potential customers Audience is potential influencers
Goal is to drive conversions Goal is to drive engagement
Reach people when they’re looking for solutions to problems your product solves Reach people when they’re looking for general information and entertainment
Convince people of the value of your product or service Explore an idea or topic your audience cares about
A focus on acquiring leads A focus on acquiring fans and subscribers

While funnel marketing treats each new user as a potential new customer on the first step of their journey, brand marketing treats each new user as a potential advocate who can further spread a company’s message.

“Brand marketing treats each new user as a potential advocate who can further spread a company’s message.”

Funnel marketing, therefore, focuses on nurturing new users as individuals, with a single end goal for each user (revenue). Brand marketing, on the other hand, treats users as members of many different communities, providing an opportunity to further amplify a brand message through word-of-mouth.

Relying solely on conversion-oriented investments has several flaws.

The modern buyer’s journey relies much more on word-of-mouth than individual research

With the growth of private, ad-free social messaging platforms, more than ever, consumers are researching products on platforms that marketers can’t see or track — in a phenomenon ominously (and excellently) called “dark social.”

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For example, if I want to buy a new monitor for video editing, my first step is not to search Amazon or Google, but instead to text Wistia’s ultimate gear-head, Chris Lavigne. And if I want to find a new small-business banking service, I don’t start with searching comparison sites, but instead sending a message to a Whatsapp group of self-employed friends from college.

This trend isn’t only reserved for B2C businesses; it holds true for B2B investments, too. If I want to buy a new rank tracking software to provide data for some marketing dashboards, I won’t shop around. I’ll just ask for tips in a private Technical SEO Slack community.

In all of these cases, I’ve bypassed the awareness and consideration stages of the funnel, and gone straight to the decision phase before any business had the chance to market to me at all.

Google and Facebook completely control what’s left of the funnel

As pointed out in this study, the big tech giants are steadily taking over the entirety of the buyer’s journey, and filling it with ads. One of the smartest strategic plays of Google and Facebook over the last few years has been to convince marketers that all marketing investments are now quantifiable, all the while ensuring the only truly quantifiable activity available are ads on Facebook and Google. The removal of keyword data from Google Organic referrals (i.e., not provided) in 2011 was the first stage of this, and more and more control has been asserted ever since.

Both Google and Facebook seem to share the goal of being a one-stop-shop for advertising and marketing, where marketers can go to buy access to an audience of potential customers, and reach them efficiently with appropriate messages for their stage in the buyer’s journey. And, they’re doing a very good job of it. The problem is that this trend involves all businesses being completely reliant on just two giant businesses to survive, at which basic rules of the market mean advertising costs are going to increase significantly, punishing any business that hasn’t been able to break away from the “pay-to-play” model.

As the adage goes, you get what you measure. And if you only measure the value of content in terms of its contribution to a sale, you’re going to inevitably start shifting all your creative energies towards things that look like ads and product videos.

Even if the desire initially is to do something more creative and entertaining (perhaps under the framing of “top of funnel” content), measuring success based on sales will mean you end up wanting to include product value propositions in everything you do — hampering the initial intent and its efficacy.

Success with brand marketing relies on two things: consumption and conversation.

1. Consumption: Are people engaging with your content and message?

2. Conversation: Are people talking about your content and message with others?

Obviously, to start with, you need to have a great message and brand identity.

Need help getting started? Ogilvy’s Big Idea framework is a great resource if you need help refining your brand identity.

Once you have a solid message and identity, the challenge then becomes how you can maximize consumption and conversation with your creative assets and distribution:


Creatively, you need to come up with something that will get people talking. Word-of-mouth relies on galvanizing communities and subcultures, which you can achieve by targeting a niche audience.


On the distribution side, you need to get in front of people in the places they’re looking for distractions, like social media. You also need to make sure whatever you’re creating captures the attention of anyone who comes across it and captivates them enough to keep exploring, all while providing sufficient reason for sharing — on both private and public platforms. At Wistia, we believe the best way to achieve all this is by marketing like a media company, which, in short, means marketing your content like a product.


One of the reasons why businesses are reluctant to invest more in brand marketing activities is that the return is inherently much less directly measurable. For example, If you spend $10,000 on PPC ads, and implement a sensible attribution model (e.g., linear or time-decay), you can arrive at a very straightforward “money in, money out” figure. This then makes justifying further investment very straightforward, since you can say with an extremely high degree of confidence that this activity will be worthwhile.

Unfortunately, this is not the case for brand marketing activities, where the direct benefit is in changing the way people think and feel about you — something which doesn’t necessarily manifest itself outside of the minds of consumers. So, to effectively measure brand marketing, we have to use a series of proxies which likely represent a shift in attitude and behavior. But the one, single most important metric to quantify value from Brand Marketing is time spent with your brand.

While funnel marketing has helped dictate our strategies in the past, it isn’t the best way to build a lovable brand in the future. When it comes down to it, if you want to grow your brand, you need to combine funnel marketing with Brand Affinity Marketing, investing in tactics that increase word-of-mouth and create more meaningful relationships with your customers.

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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets





Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.


How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.


When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.


How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.


If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign



Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!

Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020



Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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