From start to finish, what are the considerations involved in planning and creating media, and what are the best practices?
Marketers do extensive work to create media that is engaging and memorable. The creative process itself requires a unique strategy that has to align with the overall marketing campaign goals.
Regardless of what you are creating, the following basic considerations must always be made:
• What are the goals of the ad campaign and what are the established success metrics?
• Who is the target audience and what attributes do they possess?
• When, in what situation, and on what device is the ad being viewed?
• At what stage of the conversion funnel is the ad being viewed in?
Most Common Digital Media Advertisements
Tips for Digital Design
Design for context and situation - When designing, consider the different user needs when viewing on desktop versus mobile (for example, a user visiting an auto insurance website on a desktop is likely looking for quotes and coverage, whereas a user on mobile may be looking for roadside assistance or contact information).
Utilize Responsive Design - Responsive Design is a unique coding style that "responds" to the specifications of the device it is being viewed on. By using it, marketers enhance experience and capture more on-the-go users. Those who don't use responsive design may have their digital propoerties penalized in search results or overall rankings.
Maintain a hierarchy of information - Not all content is equally valuable. Define what the most important points of your content are, and make sure this established hierarchy is reflected in your layout and design. Using sequential creatives in campaigns can lend a clearer path to conversion and more appropriate CTA.
Short and sweet messaging - If copy isn't concise and to the point, your message is at risk of getting lost in the loud noise of the digital world.
Include a call-to-action - A consumer can't assume what the next step after seeing your ad is. Make sure your message has a clear follow-up on how the user can attain whatever the advertising message conveys.
A/B testing for optimization - When optimizing campaigns, instead of using subjective preference, let users and actual performance metrics decide which versions of your creatives are best to continue serving.
Never be boring - As Lee Clow once said, "Advertising is an interruption in people's lives, so you better make the experience worth remembering."