Within about 15 seconds from now, you will probably stop reading this article.
It is a fact that about 55% of browsers spend less than 15 seconds reading content on a web page. So, once visitors have been brought to your content by your marketers, how do you keep them there for longer than the time it takes to tie your shoelaces? The simple answer is to use good creativity in your marketing.
Although creative is just one part of a marketing campaign, it is undeniably an essential slice of the pie, along with using experienced SEO companies, if you want to meaningfully engage your audience. However, using a boring stock photo without any visual appeal is just not going to cut it. The impact of your visual marketing can either make or break the perception of both your brand and your message.
What you need is quality creative that follows the simple guidelines set out below:
1. Creativity that Reflects the Personality of Your Brand
One thing you will notice when looking closely at the marketing of most major brands is a certain amount of consistency between its creative pieces. This is not a coincidence or because their marketers have run out of creative ideas over coffee.
Good creative ideas should combine with a good strategy to consistently broadcast your brand personality across channels. It involves cutting through the noise and highlighting the heart of your brand.
A great example is the muted but vibrant personality of Tresemme that is carried throughout its advertising. Their ads are all about conveying to their audience the authenticity of their color offerings. Here, as in several of their other ads, they cleverly display the natural hues found in everyday life situations. It is cheeky but understated as Tresemme steps aside and allows the color to speak for itself.
Heinz, on the other hand, is known to incorporate a little more palpable fun into its advertising. However, even as playfulness plays a bigger role in advertising the brand, the message and product appeal always shines through. Throughout all of its advertising campaigns, the heart of the brand remains clear and present. This demonstrates the fact that when brand personality is combined with consistency, the result is always a win for the brand.
2. Simplify, Simplify, Simplify
A long time ago a guy that hung out at Walden Pond gave his advice about life that still rings true today regarding excellent display marketing.
As consumers are constantly exposed to unbelievable amounts of content on a daily basis we as marketers are always looking for an edge that will get them to sift through the clutter more quickly and latch onto the message we present. It is vitally important, after instilling your brand personality and determining the applicable look behind its creative, to make your overall message easy for consumers to digest.
Because our brains can process visual data 600,000 times faster than reading text, you should allow images to do most of the talking in order to get your point across. In other words, “show, don’t tell”. The quicker your audience is able to understand your brand message, the more likely they will be to commit it to memory.
More often than not, less is more when it comes to getting the most out of your creative.
3. Tell a Story
In order to cut through the content saturation that people experience every day on the internet, it is necessary for marketers to adjust their strategies by all means possible. A large part of the equation involves deploying meaningful and quality creative as part of your digital, print, and social campaigns.
So, next time you are in the process of finalizing a piece of creative, ask yourself the following question: “Will this drive a consumer towards engagement, or is it destined to achieve only 15 seconds of fame before fizzling out.
When looking at the bigger picture, however, remember that Quality Creative is just one piece of the marketing puzzle.