When it comes to the effectiveness of media, our discussion is usually on the reach and cost. While these are crucial but a third important aspect to be considered is the imaginative message. Capability to attract the attention of people and keep them there is crucial in marketing and advertising tactics. If you fail to capture that attention you’re losing money. And due to the rapid development and disseminating of content, it’s never more apparent than with digital channels.
You may have heard that the job of a brand in today’s society is to entertain and educate with quality content, however, without being overly aggressive in its commercial messages. However, by its very nature, the commercial purpose in marketing communications and content must strive to meet that goal in the most effective manner it can. For instance, an awareness-building campaign must be properly branded visually and also aurally. It may sound simple but you’ll encounter advertisements that could be much more effective simply by making this modification.
Research suggests that when is to consumer packaged goods, around 50% of purchases are made in stores. This means that for advertisers is that the patterns and memories should be established clearly in order to keep shoppers on track and assist shoppers when they go to the shop (read further about this concept in the book of Byron Sharp’s How Brands Develop 2010.) The goal is that your advertisement is fully processed by the customer in order to keep the brand in the mind of a person. It’s the same with digital branding. When someone is looking for an online search using Google and is successful, the top brands tend to be the ones users can easily identify in the results. If a brand is advertising on YouTube it is possible for a brand to make use of a skippable advertisement to tell the story of the brand however, the brand’s message must be clearly stated at the very beginning. This way, a message can be sent to all viewers who choose to not watch.
Another important aspect of advertising is keeping things simple. The main difference between an award-winning advertisement and an ad that results in positive results is simplicity. Fantastic stories and incredible executions can win awards in contests, while simple messages yield results. In the world of digital advertising, simple messages are also payback. The more simple the message, the simpler it is to draw conclusions about the information.
It’s not the same as doing what you expect to do. Being able to surprise your audience – and still staying consistent is the key to great brand communications. We’ve seen great illustrations of both however very rarely do these elements get mixed. Brands that have been around for a long time often show great examples of consistency, however, their communications rarely take risks or try to be unusual. Brands that are emerging offer the unexpected, but often in ways that promote consistency.
The most important aspects to consider when evaluating their creative content are:
Be aware: Will the advertisement make an impression or is it
Memory: Can the advertisement help to build or refresh memories? Does the advertisement appear in a way that suggests it must be processed?
Simplicity: Does the advertisement seem easy to comprehend or not? If there’s a benefit that’s communicated in the ad, is it easy to understand?
Consistent: Does the advertisement clear and consistent with your brand’s image and your previous advertisements? Are the audio and visual elements in place to help the message?
Implementing these easy but essential points, brands can make sure that their marketing efforts are effective and results-driven.
