Creative Archives

What Is White Space? And Why Is It Important In Digital Marketing?

“It needs some more white space” … “I love the use of white space in this layout” … “There’s too much white space.” As a designer, I hear and use this word almost every day. It is a powerful term used in the design world and can make or break a design. Lately, it is something that plays a more important role in digital marketing as we strive to create more user-friendly experiences. What is white space? White space is empty space in a design or negative space that exists around all content in a design layout. The space [...]

Why Social Media Needs To Be Part Of Your Marketing Strategy

Social media has become a critical component of modern brands’ digital marketing strategy no matter how you slice it. The capabilities social media marketing can provide and the huge audiences it aggregates serve as powerful assets for marketers of all brand types and company sizes. There was a time when social media was more akin to a distraction than a viable marketing channel for businesses, but high adoption rates have changed that. According to Pew Research, 69% of all U.S. adults now use at least one social media platform, up from 5% back in 2005. Looking just at those [...]

Integrate Social Media Into Your Omnichannel Strategy With Customer Journey Mapping

Many brands think they have social media down to a science, but they are actually using approaches that keep their social profiles far too distant from other marketing channels. The result? Branded social media activities become more like a fan page than a business trying to use social media to convert customers. According to the Data & Marketing Association, 51% of social media marketers use the channel primarily for brand awareness campaigns, more than any other function combined. Additionally, social media purchase conversions remain extremely low, with 45% of people saying they’ve never bought something based on a social ad. [...]

Why Video Marketing Is The Wave Of The Future

Business professionals and consumers grow hungry for more online content every day, and an increasing volume of that content is video. Marketers able to tap into the growing demand for video will find an eager audience more apt to listen to their messages and more likely to convert. In fact, as more marketers embrace video assets as part of their multi-channel campaigns, those who ignore the trend will likely be left at a competitive disadvantage. While traditional forms of static ads like banners and native content will no doubt remain, video assets will increasingly become a critical structural component of [...]

Marketers: Don’t Get Rid Of Your April Foolishness

In recent years, we have seen more and more companies take a break from reality to enjoy a little bit of lighthearted playtime for April Fool’s marketing. These pranks encompass everything from fake announcements that Taco Bell was buying the Liberty Bell to fake promos for bacon-flavored mouthwash. Jokes like these usually come and go, generating a tiny bit of buzz before companies return to putting on their serious face for the rest of the year. But why? Why do brands think they have to constantly toe the line and exude a no-nonsense image? Yes, they should hold themselves to [...]

Merge Customer Experience Into Marketing

Merge Customer Experience into Marketing to Make People Fall in Love With Your Brand Customers care about their experience with a brand far more than marketers anticipate. Yet, when it comes to differentiation, few marketers make the customer experience a priority as a brand value. The simple truth is that in an online age where we have more buying choices than ever, customer experience has started to become a more important quality metric than price or product. Recent research shows that 89 percent of people will stop doing business with a brand when they have a poor experience. 78 percent [...]

Turn Roses Into ROI With These 4 Valentine’s Day Marketing Ideas

The moon-eyed sentiments of Valentine’s Day make it hard for even the most cynical of us to avoid getting swept up in the emotion. While Valentine’s Day is certainly a recent invention, the values of love, caring and passion that it celebrates are timeless. These qualities make Valentine’s Day marketing campaigns a fun prospect that almost everyone can get behind. Encourage people to succumb to their mushiest, lovey-doviest instincts by taking these Valentine’s Day marketing ideas to heart: Use Strong Imagery Creatively, and Rely on User-Generated Content The good news for marketers is that Valentine’s Day offers a fairly rigid [...]

Using Video Animation to Attract Customers

Everyone has corporate creativity in some form or another nowadays (such as blogs, videos, or infographics). How are you setting yourself apart? Although I wrote about the importance of high quality video production services for professional organizations last week, I feel that doesn’t go deep enough. Increasingly, just having corporate videos available on your company website or YouTube channel isn’t enough. The fact of the matter is that no one will watch your videos unless they have a reason or desire to do so. Creative storytelling is a key component of inciting interest, as is a visually pleasing presentation. A [...]