i-Marketing

Issue #10: January 2009

TALK OF THE MONTH

You have made the right choice to go digital. Now all you need is that creative edge.

We all know that many recent online marketing trend reports are pointing to digital advertising as the way to go for effective ROI delivery and results. However, more than just execution through the right online platforms, the creative often plays a huge role in campaign success. Whether tactical or strategic, there is no doubt that we all need to produce creatives that have the special edge to capture your audience’s attention to bring about desired responses.

As marketers all scurry to grab as much of the market share amidst the ad clutter online, how can you make sure your campaign doesn’t fall into the shadows of others?

1)	Identify the main idea and message and work out a campaign around it All communications should point to that main idea and message at the end of the day. The Internet world is a double-edged sword; as easily as it engages participation, any confusion and clutter loses the audience as easily. Always remember that another webpage is just a simple click away. You are not exactly saving cost by inputting as much messages into one single campaign simply because you could lose them before they complete the campaign cycle.

2)	Integrate the idea creatively to stimulate higher interest and response rates While aiming to reaching your audience everywhere counts with both online and offline channels, never treat online as just another extension of your campaign. Rather than simply make them “adaptations” to reflect the same look and feel for online creatives, take the time and effort to inject refreshing and engaging ideas with the kind of interactivity that other channels cannot perform for you.

3)	Consider all aspects and factors and ensure they compliment each other You may have found the right media platforms and target audiences but planning and execution requires more than just cashing in on the right media plan and submitting fitting creatives. Give careful thought to these elements and online creatives can become your richest creative avenue. Target audience – identify your potential customers Behavorial research – research on how they think and behave online Past campaign research – study any similar campaigns previously ran to increase effectiveness Platforms and channels – locate the right platforms and channels to reach them Ad formats – use ad formats that will best communicate your message Media schedule – plan the best timings and dates to run your campaign

4)	Put yourself in the shoes of the consumer to come up with a creative that will stimulate higher chances of response Interactivity is a great characteristic of the Internet but the first step to successfully utilising this trait requires your audiences to react to your creative. Identify what your audience would want and be most likely to do upon seeing your ad and inject interactive elements that will deliver optimal response rates.

5)	Keep it simple The online audience is known to have a rather short attention span due to tendencies of multi-tasking. Keep your creative simple and easy to understand. Do not test the patience of your audience by baffling them with your creatives.

	Check out our latest ad formats


Sources:
•	iab: Internet Advertising Bureau The Kieron Matthews guide to great online creative

•	Marketing Evolution: The Five Platinum Rules to Online Creative Advertising

•	Strange Corporation Online Marketing Trends in 2009

Join us at the next SPH Digital Marketing Workshop to find out more.
Get online marketing tips from an industry insider, Mr Raymond Teoh, the Assistant Vice President of the Interactive Business Unit of Singapore Press Holdings. Learn all about the ins and outs of incorporating digital media in your marketing communications to target your audience in the most cost-effective way.
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