Digital marketing greatly relies on aesthetics
to catch a potential buyer’s attention. Marketers carefully choose all elements
of a digital marketing campaign from the colors that are used, fonts and media
that are used in hopes to generate buyers. Food marketers often use colors that
encourage hunger an automotive markets often play on speed or the cool factor a
car gives the driver all while maintaining brand integrity. While the
advertising for products within a brand may vary all branding will remain the
same using the predetermined media kit.
While aesthetics works for established consumer
brands such as Apple, Porsche and Target, other businesses can not rely on
graphics to convert leads into sales. Marketers have to determine if their
customers are those who would immediately take action or if their customers are
long term customers that once they take action they are brand loyal. Once
companies are able to determine which type of customer the majority of their
audience will be they are later able to better determine how the company
website and any digital marketing should be designed. Some companies may choose
to choose a simpler design with minimal graphics and the request for minimal
customer interaction.
Beyond the importance of design aesthetics such
as color and font, it is also important for function to be a company’s priority
in designing a web campaign as well as any related websites. If customers are
unable to navigate your website after being routed to purchase your advertised
goods, your marketing is now ruled ineffective. Digital ads must be
appropriately designed as well as functional.
Resources:
http://sethgodin.typepad.com/seths_blog/2015/04/good-design-and-serial-numbers.html
http://sethgodin.typepad.com/seths_blog/2015/05/pretty-websites.html
Cheyanne,
ReplyDeleteThis is an excellent post and I believe you touched on a great topic. I am really going to play off of your automotive comments and your discussion of speed through aesthetics. Since I am currently an active professional in the automotive industry, racing industry for that matter, I 100% believe in expressing your brand through the looks. If you look at Porsche, they implement the color red for danger and speed and yet they are still able to keep a high class and clean look with their white base color. Even at the track, they are represented through their red and white and are always holding themselves with the highest standards. They maintain a simple and highly detailed display so that they represent their customers with the same design aesthetic in every department of Porsche.
The second concept you bring up are websites. This is a great example of continuing your branding through aesthetics onto your website. Porsche's website, shows clean, professional, and danger all in one. They are linked to luxury and speed. They are among the top automotive branding companies in the world.
I think the topics you touched on are excellent and will be a huge help in any branding endeavor.
Thank you,
Ashley
Cheyanne,
ReplyDeleteYour post was very informative. I enjoyed your observation on digital ads, you raised some valid points. I especially connected with your view regarding the importance of easy function and user friendly design campaigns. Looking at your blog I can add that you have done an effective job promoting your site by adding links to your LinkedIn profile and Google Plus account. I think this is a great way for viewers to connect with you and further explore your journey.
My recommendation in the advance promotion of your blog would be adding social media sites such as Facebook, Instagram,and Twitter accounts.
Again I thoroughly enjoyed your post and website layout,
Best,
Catherine Talifer