“The old ways aren’t working but the new ones aren’t either”.
One thing we have observed over the last couple of years from talking to our clients is that the job of marketing directors has never been harder.
On one hand, the rise and rise of digital media has resulted in more and more options from a targeting, testing, refining and reporting point of view.
On the other hand, the very nature of today’s small screen-led media environment where 1. People actively look to avoid advertising, and 2. Advertising is increasingly consolidated in a few outlets such as You Tube and Facebook, has led to a real challenge in getting attention for their brands and then getting a response from that attention.
Content Marketing has offered a new world of inbound marketing, lead nurturing and brand engagement but many marketers are finding that they are simply not getting a return from investment and questions are now being asked at senior level.
In this environment, we have looked at what does work with our clients and their campaigns and this is what we have found:
1. One plus one equals three. Integrated campaigns involving brand building media such as TV and highly targeted media like social video drives the strongest results from a brand and sales perspective. Digital is the new print.
2. Video beats display. Quite simply people seem to prefer watching video content rather than static imagery as it can deliver information in an easy to consume, entertaining manner (and you aren’t asking people to read too much). Ask yourself, when was the last time you clicked on a ‘banner ad’.
3. Entertain and engage. The digital and mobile world have changed the advertising paradigm with people actively look to avoid advertising in this ‘personal space’ making it imperative that you earn their attention with eye-catching, engaging and persuasive work. If not prepare to be ignored which is not going to do much for your ROI.