They can afford expensive strategies
Posted: Tue Jan 07, 2025 8:30 am
Exhibit A: This BMW ad, featuring Arnold Schwarzenegger and Salma Hayek. Exhibit B: This TurboTax ad, with its complicated special effects. (We don’t think that woman unzipped her skin in real life!) Enterprise marketing isn’t always about splashy creative, though. Strong enterprise marketing can also mean highly-personalized nurture campaigns, or smart cross-promotion between brands in the same family. What really defines this kind of marketing is that it comes from major, well-resourced companies. Enterprise marketing means marketing efforts for companies worth $1 billion or more, typically with a global customer base.
— in the 2022 Super Bowl, a 30-second media buy alone cost $6.5 oman number screening million — and creative with a premium look and feel, up to and including celebrity cameos. However, enterprise organizations’ also skew more conservative than startups, because they need to preserve the brand and customer base they’ve already built. An enterprise “already has an established brand,” brand steward Kim Curry told MarketerHire. “You're not starting from zero awareness." That’s a blessing and a constraint. Major pivots and rebrands for enterprise-scale companies pose major challenges, as Meta’s recent 26% share price slump showed.
— in the 2022 Super Bowl, a 30-second media buy alone cost $6.5 oman number screening million — and creative with a premium look and feel, up to and including celebrity cameos. However, enterprise organizations’ also skew more conservative than startups, because they need to preserve the brand and customer base they’ve already built. An enterprise “already has an established brand,” brand steward Kim Curry told MarketerHire. “You're not starting from zero awareness." That’s a blessing and a constraint. Major pivots and rebrands for enterprise-scale companies pose major challenges, as Meta’s recent 26% share price slump showed.