We’ve all experienced intrusive digital advertising. It’s why I rarely watch YouTube, because my viewing is constantly interrupted by ads that are not relevant to me. As consumers, we’re allergic to this type of advertising, yet the marketing industry invests billions of Euros in it.
I’ve noticed a distinct shift in the last year. Brands have been optimizing their customer relationship management (CRM) with Microsoft Dynamics 365 and they’ve been investing in programmatic advertising. But, the big challenges they still face are around engagement and efficiency.
Here are three ways brand managers can boost both customer engagement and advertising return on investment (ROI) in 2020.
1. Invest in pictures and video
We are all susceptible to the appeal of high quality video and pictures. There’s also evidence that video dramatically increases engagement. According to the Association of Online Publishers, 80% of users can recall a video ad they’ve seen in the last 30 days. And, 46% took some action after viewing the ad. This is why brands around the world are investing heavily in beautiful, artistic and entertaining visual content.
2. Enrich your content
Let’s say you produce an elegant video of your luxurious hotel. It’s delightful. But, there’s a problem.
There’s no link from the video to your bookings process and no way to measure its impact. There’s also no opportunity to adapt it to cross-sell other products or services. That expensive content is a dead end.
Interactivity boosts engagement and ROI on every part of your content production. In the past, Nike advertising would focus on the shoes. They would produce content – a picture or video – with one link to buy the shoes.
Now, we work with them to add shoppable links to every product in the video or picture. It means they can use the same piece of content to promote the shoes, shirt, shorts, and even the sports events they sponsor. With precise data they can also see what works and connect their online and offline marketing.
Does the shirt sell better in Brussels or in London? Does a particular influencer work well in Milan but not in Amsterdam? If a product is generating online interest in the Paris area, they can respond by tailoring their in-store stock levels, staff training, promotions and merchandising to meet demand.
3. Take advantage of metadata flexibility
We can change the metadata that makes your picture or video shoppable as many times as you want. Ducati, for example, have an interactive video on their landing page. Simply by changing the metadata, we can leverage this one piece of content for them to:
• Offer separate discounts and promotions
• Focus on particular products in different locations
• Add inspirational content such as information and ticket sales to specific races.
This tailored content means Ducati are interacting with motorcycle racing fans on an emotional level. Viewers can discover new products and find new information. But without suffering content overload, as they only engage with links that are relevant to them.
If you’ve decided 2020 is the time to make your brand’s visual content more engaging and efficient, get in touch with Spott.ai to find out how we can help.