Watch: the marketing recommendations of the director of marketing communications at the credit company max

We Recommend from Outbrain continues to bring you the golden advice of the leading marketing and digital experts in Israel, and this time Galit Harel from the leading credit company

In collaboration with Outbrain

25/07/2022

Monday, July 25, 2022, 2:41 p.m

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In the video: the marketing recommendations of Galit Harel from the credit company max (Editor: Gilad Man Mannheim)

In the vast majority of cases, to get a golden tip from an expert, you will be required to pay quite a bit of money and it doesn't matter what field it is.

But it turns out that there are exceptional cases, as in the case of We Recommend from Outbrain.

As part of the project that has already started, the leading marketing and digital experts in Israel will provide some golden recommendations, which will help you understand this fascinating world a little better.

And this time: the marketing recommendations of

, the marketing communications manager of max.

This year you started promoting more in-depth content.

Is there a profit?

"We have built an orderly work plan, which includes content whose purpose is to give value to our customers. We have expertise in a certain field and we want to make this knowledge accessible to the general public. For example, in November we gave tips on how to buy correctly online and beware of scams. This content does not serve our sales in a way Direct, but it gives value to our surfers and that's important to us. It strengthens the perception of the brand as a reliable brand."

"We try to think of value propositions that pay off for consumers and make everyone aware of it. First we create ads and in the next step we use content moves to explain to those who have already been exposed to advertising what our product is and how it compares to competitors. We then manage to convert the same audience that was exposed in a much better way."

"Two years ago, we launched a card called Sky Max, which allows you to accumulate points that can be converted into flight tickets or vacations on all airlines. It was a massive and big move, but there was a big competitor in the market. We realized that our main audience is the audience of that competing card, and therefore the activity of the content was very significant within the campaign. In addition to the advertisements that were broadcast, we also created additional films that compared our card to the competitor's card. We saw that those who were exposed to the content converted approximately 1.5 times more than those who were not exposed to the content. That is, the content really helped the customer make a decision, which created the value for us which we wanted".

"Choose something that you want to be proud of. Something that you can take with you and say - 'I did it, it's mine'. Once you have this thing, it will probably also add value to the brand you work for and feel that you did something good."

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• digital