Digital advertising is becoming more and more important. Are today's banner ads making a large enough impact to move the consumer into action? Below is a sampling of price point and special offer ads. Both the creative and placement will determine the success of any ad campaign, but what makes a successful combination? Color, typography, clarity, branding, it truly is a complex formula. Here are my pointers for a successful digital campaign.
- Simplicity - the ads have such a small voice on a page that you have to get your message to stand out clearly. That means not muddling it up with too many words, pictures or messages.
- Clear Branding - the consumer needs to identify your brand on sight, if any time is required to figure out who this ad is for, you've failed.
- Call to Action - What's in it for the consumer? Make it clear and you'll earn a click thru.
- Do your research - Define your target, seek to understand them, determine what will appeal to them and how to speak to them.
- Targeted Placement - You cannot create a market where one doesn't exist, place to target your core demographic.
- Strategize - Determine your goals. Are you planning to reach new consumer, target existing ones, promote a specific event or price point, etc. But don't try to do it all at once.
- Commit- Be prepared to commit to enough time to allow your campaign to develop and to return results.
When in doubt, work with a professional and listen to the ad sales professionals. They want your campaigns to be as successful as you do.
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