Creative Matters

Digital marketers’ main responsibility is reading data correctly in order to detect bottlenecks or opportunities in channels, thereby optimization techniques are what we spend our time on mostly. Together with that, increasing trend of data in the last 3-4 years moved our focus slightly towards the analysis part. The problem, however, is that digital marketers recently have started relying on performance strategies more than ever— and putting aside the role of the creative and content part. Considering  65% of the population are considered as visual learners, this data focusing structure might cause missing opportunities on the way. 

Yes, data-driven optimization is must, yet hovering around it all the time will just make the structure messy. The reason your campaigns don’t deliver the expectations isn’t only sign for an inadequate targeting. It might be also caused by either your audiences aren’t as promising as you thought, or lack of creative optimization. That’s why we hear the stories about how simple headlines, color schemes, or offer chances can improve ROI, traffic and more quicker than we thought.

What we are forgetting is who we are connecting with: real people. Creating this connection on a human level is important. While we are managing creatives, we should consider this aspect of the consumer. Creative is not only the piece of ad asset but also provides storytelling, interactivity and user-generated content. As creative bounds the connection with the audience, it has a crucial impact on engagement, therefore, conversion.

Tailor Ads Uniquely for Different Channels and Funnel Steps

There are some brands that use the same image, video or text across all platforms, channels for everyone. That structure, unfortunately and undeniably wrong. First of all, we shouldn’t consider people who aren’t aware of the product/service with existing customers in the same cluster. We can’t use extra discount code for first time purchasers to existing customers. I know it is a very basic example but it is applicable for every customer on each step of conversion funnel. Secondly, using the same creatives especially on both Google display, Facebook and Instagram which is also not the correct approach. Image specs and  user behaviour are drastically different in each channel. Keeping content theme is right actions, delivering information through different ad assets are recommendable. Providing different creatives for different sources even isn’t enough. Make sure your creative ensures the aspect ratios and is properly sized for all placements as well.

Creative Ad Case From Uber:

Uber published campaign called “Book Life” a couple of years ago for Indian market. That campaign was designed to increase customer’s use by inspiring them to take spontaneous rides via Uber. First, Uber has decided on audience type campaign target and set some specific locations. In the end, the ad was supposed to contact with nature lovers and foodies by inviting them to see the sunset and taste local treats. Assets of ad were locally and personally relevant for campaign’s target. It is a fantastic example of impulse meeting opportunity.

Conclusion:

As a performance marketer with statistical background, I also sometimes find myself diving into data and analysis more than I should. As this situation puts me away from the audience, I forget to put myself into target’s shoes. As a result, the ads might become lack of sense, empathy or clear description. In order to avoid these problems, we should always remind that creative has an amazing opportunity for serving idea and explaining product goal to create a strong bound with customers.

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