Zoom's Next Act | AdExchanger

"“As you think about what Zoom has become over the years, it's so much more than a video conferencing platform,” Storin says, pointing to its webinars offering, its customer support platform and its suite of AI tools. “But we still fight this legacy view that Zoom is a video conferencing company only,” Storin says, “that we're kind of a one-trick pony.”"

"Changing that perception is the main KPI for Zoom's new “Zoom Ahead” brand campaign, which launched last year with a TV spot featuring SNL alum Bowen Yang. The work leans into Zoom's cultural status, rather than shying away from it, in an effort to bring some “swagger” back to a brand people now take for granted, Storin says."

"There's no way to measure swagger directly, of course. But Storin and her team are tracking shifts in brand health, monitoring changes in web and platform engagement and keeping tabs on whether Zoom is being considered for a wider range of use cases than hosting meetings. “We're still in the vanity metrics phase,” Storin says."

"“A B2B decision is a highly emotional decision,” Storin says, “and therefore requires great marketing.” Yet marketers still tend to lavish more attention and creativity on B2C marketing, even though"

Zoom’s chief marketing and communications officer focuses on evolving a brand that has become a verb and is often treated like basic infrastructure. Zoom is widely associated with video calls, but growth is coming from offerings beyond meetings, including webinars, a customer support platform, and AI tools. The “Zoom Ahead” campaign targets a legacy view that Zoom is only a video conferencing company. The campaign leans into Zoom’s cultural status to add “swagger” and broaden perceived use cases. Success is tracked through brand health changes, web and platform engagement, and whether Zoom is considered for a wider range of enterprise scenarios. Perceptions influence enterprise B2B decisions, which are described as highly emotional and therefore require strong marketing.

Read at AdExchanger