Just as technology evolves and expands, so does the demand for better, more relevant, more engaging advertising. People always want more, meaning companies can’t put out the same advertisements they did 30 years ago or even 2 years ago. Technology ages and becomes outdated on an exponential level, which raises the stakes on making an impact and connection with your target audience. You can’t rely on email and snail mail to reach your potential customers—chances are they will delete and throw out your ads without even giving them a second glance.
You also have to consider the purely technological obstacles of multiple platforms and the demand for a seamless transition across the board. Your ad needs to be just as compelling on a smartphone as it is on a desktop and tablet because people do not want to adapt their screen to fit your ad, they want to be accommodated. Otherwise, it’s viewed as an annoyance, which kills the effectiveness of your campaign.
How can you overcome these issues? Instead of solely trying to reach as many people as possible, impress your target audience through focused engagement. It’s time to re-design the way we’re talking to audiences—are we delivering the most relevant message and content? Are we able to capture and hold their attention? In order to accomplish this, begin by leveraging the diverse technology and platforms that are available. Use them to generate creative solutions that are not only engaging and relevant, but measurable and scalable as well. Your goal is to develop intelligent solutions.
So how can we make creativity + technology = intelligent advertising? Start with content that creates an experience, then connect customer data with creative, appeal to consumers across multiple devices and measure your success!
Content for the Experience
Because consumers demand more than the static billboard and magazine ads, advertisers are compelled to invent and employ new methods of bringing their brands to the forefront of the market. The beauty of the expansive digital world is the challenge as well as the opportunity it presents to companies: the challenge being how marketers can effectively engage their audience on that plane, and the opportunity being the new formats that allow brands to construct gorgeous content such as video, online presentations and more.
You can also create interactive online experiences to directly engage your audience. Build interactive features into your website or advertisement that are in tune with the interests of your consumers. For example, Chipotle recently developed an online card-matching game that featured the ingredients in the food they serve. After successfully matching all the cards (or even if you were not able to complete it under the time limit), customers were sent a link to a coupon for “Buy-One-Get-One” that promoted sales for the chain. Chipotle kept it simple with the matching cards, but they were able to accomplish two goals at once: provide an incentive for people to take an interest in their product, and inform people about Chipotle’s ingredients (a part of their ongoing campaign to showcase the use of non-GMO and organic ingredients).
Additionally, consider projecting how your campaign will impact your audience in the long run. Integrating social media and building a communal experience will cause people to feel invested for longer than the duration of your ad.
Connect Customer Data with Creative
You may already know how to gather data to determine who your target audience includes, but what about the messaging and creative? The data collected needs to be broadcasted to your creative team so that they can create the most impactful and engaging message when it will be best received by the consumer. To prompt this result, think about communicating with or including creatives earlier in the process to give them a deeper look into campaign’s purpose.
Appeal Across the Board
With the help of HTML5 (the new standard of coding used for digital ads), marketers are able to initiate campaigns that are easily formatted for multiple screens. People use so many types of devices (smartphones, laptops, desktops, tablets, etc.) and it’s up to advertisers to cater to each device in ways that take advantage of the devices’ capabilities. Successfully implementing a campaign that works across the board can be quite a challenge, but it will be worthwhile. An array of new tools such as Google Web Designer and Adobe Edge Animate make working with HTML5 manageable. These programs keep design in mind and simplify the coding process while allowing agencies to form HTML5 ad units that can incorporate ad tags and even reporting metrics.
Now that you know how to properly design and build out your campaign, you’ll want to ensure that its impact is measured and the data is used to improve future campaigns. Use an integrated platform to track your ad’s performance, which can collect and translate the information for you. You’ll be able to choose a more comprehensive perspective of the data—instead of looking at views and click-rate numbers, engagement metrics can give you a better idea of audience engagement. You’ll be able to track how deeply a person was engaged with your content through measurements like view time, hover time and expand rate. All this data can then be gathered and implemented in your future campaigns.
Do you want to be more relevant, more engaging, and more intelligent? Contact The Trade Group for all your marketing questions and needs!