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By Phase 3 Digital Agency 10 Oct, 2017

In the world of digital advertising, there are literally hundreds - if not thousands - of options you can use to reach a potential customer. Do you want to serve a pre-roll video ad on Youtube? Get competitive on Google? Do you want to touch base with them on Facebook? Maybe you want to do all of these things! Truth is, it’s easy to get overwhelmed by the options digital advertising contains. It’s a field that’s growing quickly, and every new option sounds flashier and more advantageous than the last. But which ads are most effective?

It’s an important question to go back to, sometimes multiple times during your advertising campaigns. The first step is to determine what effect you want this ad to have! Advertising isn’t there for the sake of advertising; it’s there to serve your business purposes. Whether you’re trying to increase newsletter signups, make the public aware of a new service you offer, or to convince people that your prices are better than your competitors’, your ads should tie into this in order to be effective.

We’ve found the most effective advertising campaigns are those that tie the core messages to both the delivery vehicle and the creative means. For example, let’s say you’re trying to sell more pizzas to a young, urban audience. An effective campaign might start with some research – What do young urbanites do? What do they like? Let’s say we learn that they love cat videos and spend all day on Instagram – a series of Instagram ads with cats eating pizza might be just the trick to engage them right meow!

Then in order to track the effectiveness, we look at the campaign’s result. Look at Google Analytics, advertising dashboards; follow the consumer from the ad served to the pepperoni pizza they order. And once you get significant data, start looking at how effective they are. Which ads are driving traffic? Is the traffic converting to more pizza orders? Maybe people who click on the ads with Mr Whiskers are more likely to order multiple pizzas – that would mean Mr Whiskers might need more screentime!

In the end, we need to conclude that there’s no magic formula for an effective online ad. There’s just solid marketing fundamentals with new tools, new platforms and amazing possibilities.

By Phase 3 Digital Agency 20 Sep, 2017

Digital content is being consumed on mobile devices at ever-increasing rates. Today’s global on-the-go culture demonstrates that phones and tablets are the primary tools for not only connecting people, but also conducting research, shopping and navigating day to day activities. Therefore, digital advertising tactics need to mirror the same behaviors as the exponentially growing mobile consumer audience. Here are a few top strategies that can be used to connect with potential new customers in the mobile space:

1.       Create meaningful content. It always starts at square one, and content still reigns king. If a company’s advertising message does not resonate with the consumer’s interests, meet a need, or address a pain point, then it will be overlooked, skipped or worse- seen as a nuisance. Instead, provide marketing content that provides meaningful value to your target audience.

2.       Find your audience where they are spending their time. Getting the attention of ideal viewers can be a challenge, so placing video and display creative in the most visited online places is critical. Social media platforms experience high traffic rates, and running ads in those spaces can lead to very fruitful leads. The social media world provides opportunities to boost a business’ voice to highly targeted audiences and form meaningful relationships with those consumers.

3.       Utilize cross-platform advertising. Ensure that ads are compatible in all digital formats and across multiple devices. Display sizes and streaming videos must be able to scale to any size screen, and perform seamlessly in a responsive web environment. Equally important, consider the brevity and immediacy of the call-to-action to ensure that fast-paced mobile web browsers will want to engage with that content.

4.       Video provides optimal value. Capitalize on the time and attention of target audience members with video collateral that will play to multiple senses. Imagery and audio content that clips along in order to keep viewers engaged will result in the message not only being seen, but being fully consumed. Keep it short, simple, and fun for maximum watch-ability.

5.       Always consider the user experience . Reverse into the role of your audience, and recognize the behaviors of desired consumers. By taking the perspective of the viewer, marketers can better optimize their messaging and strategy in order to make a measurable impact on the desired audience. Constantly question, test, and re-test tactics to ensure consistently positive results.

By Phase 3 Digital Agency 20 Sep, 2017

The world of online advertising has opened up possibilities for reaching the ideal customer that extend beyond what was previously available with traditional media such as TV and print. A multi-media approach is most advantageous for reaching consumers throughout the entire purchase funnel, but digital advertising can reach the customers most aligned with your product when they are doing research, and subsequently when they are ready to take action.

Many business owners utilizing digital marketing appreciate the ability to target their ideal customer and send them specific, highly trackable messaging. Asking a consumer to join an email list, click through to learn more, or even click to make a purchase, are all calls to action that can be measured and then used as indicators of success for the campaign. As we learn more about how users engage with digital advertising, we know that the metrics don’t mirror the success of a campaign fully; consumers take action in a multitude of ways much like with television ads. Still, the idea that they can glean tangible results from digital campaigns is extremely valuable to business owners. If they can market to only the people most likely to purchase their product, then they will be using their advertising dollars most efficiently.

How does a business owner begin implementing a data-driven marketing strategy? Understanding their ideal customer and laying out their campaign goal(s) is the first step. Deciding what benchmarks they will use to measure the success of the campaign is also crucial. Do they need to increase foot traffic by 10%? Will 25 new members to their email database be deemed a success? Once these framework pieces are in place, the last step is picking a solution that matches their goals. Whether this is an internal employee running the campaign or an external digital marketing partner, the likelihood of a successful campaign worth the investment increases exponentially.

By Phase 3 Digital Agency 18 Aug, 2017

There are many actions one can take to increase leads. One of those actions is to create content, through words, diagrams, photographs, or videos. Having different types of content is essential for any business, as it positions you as an expert in your industry.  But how do you create content that is usable and how does it create leads?

What is content usability?  Content usability is when you focus on distributing information that the viewer can read easily, while ensuring that color and layout are visually appealing. Content usability entices people to view the information you are providing them.

Tips to help you start creating usable written content

Be Consistent:

If viewers are looking at your material and there are too many bolded or italicized words for no reason they will become confused.  A confused viewer will leave your content page a whole lot earlier.  Keep fonts and formatting identical throughout the written work.

Don’t Needlessly Underline Text:

Underlining text has been reserved for hyperlinks on the web. If you are trying to make that word or phrases seem more significant within the content, underlining is not the correct solution.  Make content more exhilarating by finding a different phrase to emphasize your point.

Tips for creating usable photographs

Symmetry:

Viewers will find your photographs more appealing if you use symmetry.  A picture is symmetrical when the lines within the photo are straight and evenly centered.

Guide/Lead Lines:

Guiding lines or lead lines are lines the photographer purposely makes in order to draw the viewer’s attention towards a specific part of the picture.  If using lead lines make sure the lines included do not take away from the central idea of the photograph.

Tips for creating usable videos

Appearance:

How does the video look? Make sure the viewer can identify the video screen when it first starts playing.  Is the content something that fits your business’s brand? Think about the meaning of the video and how it represents your business.  Is the video sized accurately, or does the placement look off compared to the rest of the content? These attributes are important when deciding if the video is usable.

Delivery:

Does the video buffer when someone tries to view it, or does it play immediately?  The viewer will become uninterested if he or she must wait for either the video or sound to sync up.

Content can be a powerful instrument. Make sure your message is not lost in a sea of misunderstanding, along with your brand or business. Provide valuable content to your users for repeated web traffic.

The next time you think about publishing content make sure it is usable not only for the business’s sake but for the viewers as well.


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