In today’s evolving marketing landscape, it can be tough to keep up with the ever-growing technologies and platforms in which content is displayed. It’s tough on the mind and on the wallet. Often, we digital marketers feel it’s necessary to create separate campaigns geared towards each specific platform in order to achieve maximum success, while simultaneously eating up our time and money. However, that doesn’t have to be the case. Read on to learn how spending less time and money can actually result in gaining increased ROI!
Consistency is Key
Once you find your target audience and develop your overall campaign messaging, run with it. Don’t feel the need to always speak to a variety of audiences and test out different messages. While it’s not a bad idea to do this, it certainly isn’t always necessary. Stick with your main message and run it across all campaigns and platforms. This will ensure a consistent brand message that can be grasped, and hopefully even remembered, due to its wide exposure to your target audience. Give your consumer something to keep in mind, rather than an ever-changing message they’ll forget. Doing so will save you time and money on creative development while leading to greater brand awareness.
Short & Sweet
Bumper ads are incredibly common nowadays across video platforms, so it’s crucial that you plan with these in mind. With only 6 seconds, you must capture your audience’s attention and encourage them to take action. Planning for these ads should actually start with your print campaigns. For many brands, print and still imagery are still key to their marketing campaign. However, when planning for print, you need to think ahead to how it can also work for video. Again, doing so will save you time and money, as well as ensuring you are well prepared for your digital campaign.
Converting = Conversion
Convert your print ads to video ads and see an increase in your conversions! Certain imagery or themes that you use in your print ads can be transformed through animation into a video ad. Doing so will connect all of your campaigns, giving your audience something familiar to look for. Take Clinique, for example. Following all of these steps, Clinique created a consistent message for all of their marketing efforts, and when developing their print ads, they kept video in mind.
For their campaign, “Balloons,” they had a single-minded message to promote a product’s main benefit. With this message, they first developed a series of print and image ads to run on various platforms. Then, with the importance of bumper ads, they transformed the still images into animated videos. This saved both time and money, as they didn’t need to develop completely new creative. Also, by keeping the message and look the same, it was more easily recognized and remembered by a wider consumer audience.
Taking a look at their campaign proves the effectiveness of this technique. First, watch their three bumper ads to get a better understanding.
From top to bottom, the ads gradually differ more from the original print ads. Ad 1, however, most closely resembles the original print ad. After reviewing the results of their campaign, it turns out that this first ad was actually the most successful. Among Clinique’s target 18-24 audience, it delivered a 93.7% relative lift in product recall and a 41.7% relative lift in product awareness! This goes to show that it doesn’t take increased spending to see increased results!
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