4 Tips for High Engagement on Digital Campaigns

posted by Kelly Jarvis
Vice President Digital Strategy – DC

We all want our advertising to be highly successful and send droves of people walking through the door, but we all know that doesn’t always happen. Millions of dollars are spent each year on advertisements that don’t work. Don’t be that guy. Use sound traditional marketing practices with solid knowledge of the digital world and create campaigns that work.

 

In a country where over 6 billion texts are sent each day, 68% of adult Americans are on Facebook, and there are 1.1 billion tablet users worldwide, it’s easy to argue that the place to find people these days is on their devices. You don’t need numbers to realize that. Just look around you in the grocery store line, the subway, or your own home.

 

Here are 4 tips for making your digital campaign worthwhile.

 

1. Know your goal.
What exactly are you trying to accomplish? What defines success? Is it getting viewers to click to the website? Walk through the door with a coupon? Make a direct purchase? Download an app? You have to work toward a specific goal in order to create an effective campaign.
If you’re playing in the digital world, make sure your goals are digital in nature. And make sure you have digital follow up. For example, the next action should be just as easy as the first click. Have a good website. Make a short and easy form. Don’t lose the conversion after you got them to click.

 

2. Create good ads.
This seems obvious, but there are a lot of bad ones out there. Remember: You have two seconds to catch their attention. The old adage ‘a picture speaks a thousand words’ is true! Find pictures that tell your story. Always use a call to action.
To do that well, use the old who, what, when, where, and why. Keep all of these things in mind when choosing profile targeting, creative messaging, and tactics.
WHO are you talking to?
WHAT do you want them to do?
WHEN are they going to see this?
WHERE are they going to see this?
WHY should they care?
If you didn’t consider all of this when creating your ad, then you might just be yelling, ‘ME, ME, ME’ at them instead of asking what THEY want to see/hear from you.

 

3.  Use all available ad sizes.
It’s a bidding war out there on the internet and you’re fighting for every piece of available inventory within the specific group you’re trying to reach. If a user is on a specific website that only uses the 300 x 600 size and you just didn’t include that in your creative, that’s a missed opportunity.  Mobile typically has higher engagement than desktop so that 320 x 50 size better be in the mix. 300 x 250 is very standard and while it doesn’t have as high engagement as some other sizes, you’ll still miss out on some key inventory if you simply don’t provide it. Make all the sizes your digital team recommends…and if they’re not recommending them, find another digital team.
With that said, if high engagement is your goal (see #1) and you have a very large geography and profile, then maybe go all mobile.

 

4. Rotate your creative from the get-go…and regularly throughout.
This is a good plan overall, but especially true if you’re targeting a very specific group. For example, a retail location targeting parents within a 10 mile radius should know that their intended target may see their ad a few times. As you’d imagine, each time they see it, the likelihood of engaging with it goes down. Either they’ve seen it enough and they’re annoyed or they’ve already clicked on it. Make sure you show them something different. Choose a few messages you want to get across and let them tell the story. Maybe you have a generic branding message, one special event, and one special offer that, together, make up the story you want to tell.

 

In a 3 month campaign, make sure you’re switching out (or at least adding in) new creative each month.  And please, make the creative timely. Don’t be talking about snow blowers in May!

 

Lastly, pick a good digital team that can guide you through all of this, bring great experience to the table, and will optimize your campaign over time to make sure you’re getting what you want out of it.

 

kelly head shot in front of church (2) About Kelly:
Kelly’s focus is to use her knowledge of traditional marketing and passion for digital to help businesses learn how to navigate the digital world. She built her career in the DC area in promotions and sales at major broadcast groups, including ABC Radio, CBS Radio, and Clear Channel, then served over 2,000 radio stations across the country to help them evolve to HD Radio Technology. She most recently served as Director of Digital for a Baltimore radio station helping to diversify their digital offerings and was an Enradius client before she joined the team. Kelly’s philosophy is to approach every task with genuine passion and excitement and she thrives on the creativity of finding the perfect audience and perfect message to craft a killer digital campaign.
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Selling Health

Promoting Good Health

We all know “Hump DAAAAY!”.

It’s a cultural icon, a rapidly recognized meme, and part of our vernacular around the office and throughout our social conversations. Why? Because a very clever group of copywriters and producers came up with it and the brand it was created for, Geico, broadcast the commercial repeatedly over time. It stuck.

Imagine if “What’s in your wallet?” was a campaign for um, ahem, safe sex? Or “Because I’m worth it” was a reminder for your yearly physical? If the country is serious about improving the health of the population – we need to think like a marketer.

Yes – I am suggesting that the groups most impacted by the cost of healthcare – apply a “population health” approach to achieving their objectives through marketing. Whether it’s targeted marketing to a specific demographic, or broader, mass marketing to the greater population, it’s time to get the right messages out.

In a country where:

  • nearly a third of the population has diabetes1
  • more than two thirds are considered to be overweight or obese2
  • about 610,000 Americans die from heart disease each year3—that’s 1 in every 4 deaths, and
  • 18.7 million adults and 8.9 million children have asthma4

and where we are spending upwards of 2.9 trillion in total national health expenditures5, it’s time to take a new approach! One that we KNOW works.

If advertising and marketing work so well that we need to regulate it, – just ask the likes of the Marlboro Man and the Joe Camel – both removed from mainstream media after controversial backlash around their advertising campaigns. If we need to control what messages are reaching our children, when and where adult beverages can be aired, and restricting cigarette ads, now one of the most highly regulated forms of marketing, (Some or all forms of tobacco advertising are banned in many countries).6 – let’s flip it! Make marketing work for health.

“Can you hear me now?”   I mean – can you really hear me? Do you get the concept? We need to be SELLING health! We’ve caught glimpses of it with product campaigns for milk (it does a body good), eggs (the incredible edible egg); and the Nike anchored motto of the exercise mindset “Just do it.” But these are product pushes where brands or associations promote a healthy concept they are aligning with the product, not a comprehensive push for health, wellness and prevention at a strategic level.

What if the product was health?

Imagine a country where the majority of citizens know the 6 warning signs of a heart attack? We know “two all-beef patties, lettuce, tomato, pickles, onion, special sauce all on a sesame seed bun,” so we know that it is possible and it works. We roll catch phrases into our daily conversations. They become a part of our culture, our lexicons. If we apply the same mass market principals to population health could we achieve the same results? I think so.

A “No Sweet” (play off of no sweat) campaign with headbands and sweatshirts, promoting unsweetened beverages and healthy alternatives to sugary foods like cereals and other breakfast foods that fall victim to large amounts of added sugar, could work. Or a catchy jingle for heart attack awareness cleverly packaged in an entertaining format and played repeatedly until 90% of all consumers not only recognize the message but can sing the whole thing are just hints at what’s possible.

I recently enjoyed a performance by a 7-year-old boy who recited the entire dialog for “The most interesting man in the world” commercial down to the “I don’t always drink beer. But when I do, I prefer Dos Equis.”  to the great delight and pride of his father, and entertainment of all those around.

Marketing works.

Imagine a time when “eat your greens” or “get your flu shot” can be packaged up and go viral, the icons for the message being slapped on T-shirts sold at the mall or bumper stickers for the college set. A time where “health” becomes cool.

Why not? It works for just about everything else. Let’s apply the same resources and creative to impacting one of the biggest challenges facing this nation. It’s rising cost of health. Diabetes, Obesity, Heart Failure, Cancer – come on people – let’s do this! What do we have to lose? Only 2.9 trillion in health care expenditures, 17.4% of our GDP7 , with lost productivity because of missed work due to health problems costing the US 84 billion each year according to a 2013 Gallup-Healthways report.

Did you know that 90% of all cancers are environmentally caused8? That means they are not genetic. In other words, they are PREVENTABLE. When you look at the health stats in this country it’s enough to make you crazy. Oh, and we haven’t even talked about the mental health market. With 14.8 million adults suffering from depression9.

How much can we influence it? A whole lot. Awareness, education, information and motivation are the messages and tools of our health campaigns.

So, what’s in your wallet? I hope it’s taken on a whole new meaning for you.

The possibilities are endless. Let’s continue the discussion – reach me at cindy@enradius.com or @cbcarson on Twitter.

6 Warning Signs of A Heart Attack:  (American Heart Association)

  • Chest Discomfortin the center of the chest that lasts more than a few minutes, or that goes away and comes back. It can feel like uncomfortable pressure, squeezing, fullness or pain.
  • Discomfort in other areas of the upper body – Symptoms can include pain or discomfort in one or both arms, the back, neck, jaw or stomach.
  • Shortness of breath (with or without chest discomfort)
  • Cold Sweat
  • Nausea
  • Lightheadedness

 

1 http://www.cdc.gov/diabetes/pubs/statsreport14/national-diabetes-report-web.pdf

http://www.niddk.nih.gov/health-information/health-statistics/Pages/overweight-obesity-statistics.aspx#b

3 http://www.cdc.gov/dhdsp/data_statistics/fact_sheets/fs_heart_disease.htm

4 http://www.cdc.gov/nchs/fastats/asthma.htm

5 http://www.cdc.gov/nchs/fastats/health-expenditures.htm

6  https://en.wikipedia.org/wiki/Public_Health_Cigarette_Smoking_Act

7 http://www.cdc.gov/nchs/fastats/health-expenditures.htm

8 https://www.washingtonpost.com/news/to-your-health/wp/2015/12/17/study-up-to-90-of-cancers-not-bad-luck-but-due-to-lifestyle-choices-environment/

9 http://www.adaa.org/about-adaa/press-room/facts-statistics