Make The Most Of Your Digital Ad Experience

Looking back at 2020 and how most brands had to ramp up their digital presence, we noticed a transformation from inconsistent digital experiences to a more consistent experience that consumers have now come to love (and expect). 

But with more and more people online (take social media for example, the average American spends 2+ hours on social media every day), it turns out, it’s not just about brand consistency. Another factor that comes into play is a shift towards more creative, purposeful digital advertising and experiences that really make brands stand out.

One factor that has influenced the shift towards more creative marketing, is that people are no longer buying brands—instead, they are joining them. More than ever, brands are building relationships with consumers by acting as connectors first and sellers second.

In order to build more meaningful relationships with consumers, a brand needs to amplify what makes them different. One way to do this is by purpose-led marketing, when brands engage with a target audience based on their shared needs and interests—including supporting worthy causes. Here are some other things to consider when creating purpose-driven marketing campaigns and experiences.

Knowing your customer and their needs and preferences. Delta Airlines has been doing a great job tailoring their marketing strategies based on the customers willingness to travel during the pandemic. For someone with a lower willingness to travel, their marketing efforts are more educational and geared towards safety. On the other hand, for someone who is more willing to travel, Delta’s marketing is serving ads  about exciting locations, new destinations, and travel deals.

People buy from people. Incorporating positive feedback is an excellent way to engage and build meaningful relationships with your already loyal customers and potential new customers. Additionally, consumers love visuals! Thrive Causemetics is a brand that includes eye-catching videos along with customer testimonials to stand out and inform the audience about their products.

Strong visuals. As we mentioned above, people love visuals—whether they’re illustrations or photos, an attention-grabbing visual can stop consumers in their tracks. Meal subscription boxes, like Hello Fresh and Daily Harvest consistently use strong imagery - it’s hard to resist mouth-watering food! Furthermore, their ads often contain their logo and branded colors so the consumer will instantly recognize what the ad is about. 

Authentic, emotional content. Nowadays, everybody wants to feel like they’re a part of something bigger. Whether it’s supporting a global cause or living a certain lifestyle, many consumers want to make a difference. Which is why purpose-driven marketing has become more prevalent in recent years (63% of consumers prefer to purchase products and services from purpose-driven brands). Patagonia and TOMS are prime examples of brands that effectively tailor their marketing efforts around causes that their audiences connect with—saving the planet and equality for all.

2020 might be over (thankfully), but one thing that was made clear, is that consumer trust and loyalty is everything. Maintaining relationships with consumers is an ongoing process and needs to be just as consistent as it is meaningful, ensuring consumers have a solid understanding of who the brand is.