Digital marketing campaigns have become a prime focus for many brands and agencies over the last decade. Considering the number of advantages ranging from audience tracking to analytic data, it provides better insights into what helps your brand’s marketing succeed. In our research based on years of experience with clients from a variety of industries, we’ve been able to boil down digital campaigns to three important aspects that can help spell the success of your brand’s online presence.
Creating – Purposing Your Content to be Appealing
There’s no real shortage of content when it comes to online platforms. Now an essential part of our lives, the vast digital frontier has opened its doors to all sorts of content, becoming the primary source of entertainment and information for many thanks to platforms such as YouTube, Twitter, Instagram, and Facebook. This has caused audience attention spans to constantly be pulled from platform to platform, with reports even citing that over 60% of audiences often or always use TV and digital devices simultaneously for a sort of juggling act of media consumption.
A divided sense of attention alone should highlight the need for your brand’s content to be appealing and interesting. Social feeds are cluttered, and with so many social media users idly scrolling across platform newsfeeds, it’s important for your brand to employ both compelling social content and unique contemporary strategies to stand out and capture audience attention. Brands could then further refine content to better meet targeted audiences, pairing creative and ad copy to match specific niches or wide reaches. Affective content paired with well-executed strategies can be the make-or-break aspect of setting your brand aside from competitors.
Testing – Setting Up Your Content for Success
It is just as important to test new creative as it is to create it. Dedicating 5-10% of the media budget for testing new creative content iterations is Kingstar’s recommendation, though bigger brands and multiple customer personas can often account for more. After all, creative is the most important advertising element to drive sales, so it’s best to make sure your content will fit with audiences through testing.
Testing creative can include adjusting; captions, ad copy, headlines, descriptions, the opening three seconds of a video ad, and much more. Facebook’s Dynamic Ad system allows for better A/B testing, purposing a mix and match sort of game to building your ads and content.
Analyzing – Using Data to Help Find the Next Step
After creating compelling creative and choosing which is best to go live with following your testing process, the next and last important aspect of digital campaigns is to analyze your results. Thanks to Facebook and third-party marketing management software, analytic data can be quite easy to obtain and should always be utilized before planning your next campaign.
Pay attention to the following metrics to best gauge the success of your creative: video completion rates, click-thru rates (CTR), cost per click (CPC), and cost per thousand (CPM), cost per acquisition (CPA) and return on ad spend (ROAS). Metrics like these are key performance indicators of both profit and interest performance, giving your brand solid data on what worked best and what didn’t. Analytics help brands find new areas of opportunity so it’s best to utilize them to your advantage. Compare your different creative tests to metric performances and optimize accordingly!
With roughly two decades of working in the media buying and digital marketing space, Kingstar Media’s expertise across different analytic strategies and tools allows us to help our clients best pursue effective digital campaigns. If you’re interested in learning more about creating compelling content, testing your creative, or analyzing and making the most out of your data, you can reach Kingstar today via our contact page.