Ex-Red Bull Marketer Reveals Secrets to Engaging Gen Z Gaming Audiences
by Olly Emery
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What you'll discover
when watching Olly's story
- Product marketing plays a vital role in driving company growth by effectively positioning offerings and supporting account-based marketing strategies.
- Effective marketing strategies differ between existing customers and new customer acquisition, requiring tailored approaches for each group.
- Content marketing is a critical driver for lead generation and customer engagement across all stages of the sales funnel.
- Measuring marketing performance through the entire sales funnel is crucial for demonstrating value and optimizing strategies.
- AI tools can significantly enhance marketing productivity and output when used strategically alongside human expertise.
- Focusing on a core set of key metrics while having the ability to drill down into specifics helps maintain a clear view of marketing performance.
- Building trust, credibility and a distinctive brand identity are major challenges for startups and growing companies.
Meet Olly Emery - Chief Marketing Officer @ GameSquare Holdings Inc.
Olly Emery is the Chief Marketing Officer / Head of Marketing at GameSquare Holdings Inc., a media and technology company helping global brands connect with hard-to-reach Gen Z, Gen Alpha, and Millennial audiences through gaming.
Olly’s marketing journey began unexpectedly when Red Bull offered him a position while he was studying agricultural science at Sydney University. This opportunity led to a 9-year career at Red Bull, where he honed his marketing skills.
After Red Bull, Olly transitioned to the high-growth tech startup space, focusing on engaging millennial and Gen Z audiences. He found his niche in the gaming industry, recognizing it as the largest interest group among younger generations.
At GameSquare, Olly leverages his experience to provide end-to-end solutions for brands, from strategy development to content creation and esports partnerships.
Check out Olly Emery's thoughts on marketing strategy and execution
When it comes to his approach to marketing to existing customers versus new ones, Olly shares:
"Retaining customers is extremely important. That’s where you can implement a variety of tactics and systems, such as customized newsletters and loyalty programs."
He also shares how to identify high-value content:
"We’ve developed a singular customer view, allowing us to see everything—from the first touchpoint, whether that’s content or a paid ad, through to a closed customer."
And how important product marketing is to overall sales strategy:
"Product marketing involves identifying the target audience and positioning the product or service in a way that drives demand in the marketplace."
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