The marketer’s guide for the ideal campaign
At a time when every new day seems a little more complicated than the last, it becomes difficult to understand as a marketer what you need to do to improve your results. We’ve put together a few steps to help you stay relevant in the industry and deliver the best results with your digital campaigns.
1. Don’t play all your cards in one go
Don’t blow your entire budget all at once. Master your data well and learn what metrics to track, learn more about how to allocate and optimize your budget starting here.
Start small and scale over time
Depending on the results you get, even if you enjoy a generous budget, use it effectively. More money invested doesn’t necessarily mean proportionately better results. Use trial and error and see what works and what doesn’t.
2. Test and optimize, but don’t waste time
Are you already a professional in the field or are you just starting out and want everything to work flawlessly?
In digital, things happen fast and you don’t have time to waste, don’t wait for the perfect copy, it’s best to execute quickly and improve over time. If you’re going to get it wrong, at least do it quickly and with low costs. Do as much A/B testing as possible and you’ll improve your results over time.
Learn more about A/B testing tools here.
3. Always keep the focus on the brand, authenticity, and user experience
“People don’t buy products because they’re sure they’re exceptional, they buy them because they’re sure they’re good“, Rory Sutherland – “Alchemy”. Your strategy should always be with the brand and the user at the heart of your activities, familiarity and the reassurance of a seamless experience will always bring people back.
Winning long-term customers is the key to success.
It’s crucial for marketers to keep in mind the user experience, whether we’re talking about the interaction the user has with the digital assets in your campaign, the sales funnel you’re trying to convince them to convert, or any other component.
The story and the experience are most important, as Seth Godin says in “All marketers
are liars tell stories“.
Always seek to be authentic. How to be authentic?
Find your trigger points and focus on them, try to create content from them, be as consistent as possible in your actions and always be honest. You can follow the example of Banca Transilvania, which has involved many of its employees in digital campaigns, see the “Tibi from BT” video, or you can be creative and look for ways to involve your audience in your campaign, pay attention to user-generated content.
Trick question, what is manageable, saturable, and savory? I’ll give you a moment to think about it.
Trick question, what is manageable, saturable, and palatable? I’ll give you a moment to think about it.
Hint: if Elon Musk made biscuits, they’d be called Space Tuc, even more, manageable than Space X rockets.
Let’s talk about TUC and the “Create your TOP snack” digital campaign created by my colleagues at Minio Studio.
The pandemic has forced us to spend more time at home, and snacking has become a way to be more creative and enjoy every moment with a good snack. We took advantage of this context to generate new snacking opportunities in a cross-branded campaign for three brands from different angles of the taste spectrum – Oreo, TUC, and Philadelphia, while also engaging consumers. That’s how we ended up creating a brand-new type of industry: Snackology, the science that studies the perfect snack for every occasion and teaches you how to make a simple snack with what you have in your fridge, by just using your TUC biscuit as the base.
An example of a very simple and authentic concept that has stirred controversy in the advertising world is the Jumbo, Jumbo, Jumbo, Jumbo spot… a memorable spot. If you missed it, check it out here.
4. Always be aware of technology
Have you been enjoying a Heineken beer in Meta? Have you strolled through the spectacular Gucci gardens in Roblox?
More and more brands are turning their attention to the Metaverse and digital art, although the market for NFTs at the moment is speculative and seems to be starting to lose its value.
But the real benefits lie in the usefulness of smart contracts and the ability for a creator to own their art with all related rights.
Marketers should keep an eye on Metaverse and NFTs, you never know what technology will revolutionize the industry.
Artificial intelligence will replace the cookie era and help us track the user on a behavioral level. We will be able to understand the user profile much better and offer products, content, or experiences that are more relevant to them, without being intrusive and collecting personal data.
Biometric technologies are becoming more and more relevant, many of us use them daily on our phones or smartwatches and fitness wristbands.
Biometric Marketing is all about analyzing and tracking user biometrics to improve UX and conversion rates on your website or other set goals.
This technology is used in marketing to deliver personalized experiences based on user characteristics and behavior. The analytics process is very complex and can include:
- monitoring brain activity
- eye movement tracking
- analysis of facial expressions and skin reactions
Our agency, Minio Studio, is among the pioneers of biometrics in Romania, you can find out more about it here.
Today’s dynamics stimulate marketers to use new technologies and tools that will help them better understand their audiences and enhance their creativity.
Context is everything, adaptation and resilience in a constantly changing environment will prove crucial for a successful marketer.
In closing, I quote an old French proverb “Qui n’avance pas, recule du digital marketing“.
With all my love for Molière and French culture, I’ve brought a bit of the proverb into digital.
Article written by Răzvan Sarivan @ Digital Account Manager MINIO STUDIO for “IAB Members’ Spotlight” section.