Digital marketing. What’s that? Never heard of it, never thought of it. That was me 3 months ago and boy was I missing out. Sure you might have these sentiments as well! Though I probably started out more clueless than you. I never really stopped to think about the ads which are seemingly ubiquitous in our daily life. But now, what you see as ads, I see it as a peek into a brand’s identity. Confused? Well, let me let you in on my perspective of digital marketing and it will all be clearer.
It’s a constant raging war.
What are they (the advertisers) fighting for? You! We all know that they pour huge sums of money into an ad, but it is much more than that. Seen the small ad space on your Instagram and Facebook feed? It’s a hotly contested territory! The ad that appears there went through two stages to get to you. Here’s a simplified explanation of the process.
1. The Magic Algorithm
This algorithm filters out a list of ads that are deemed suitable for you out of the hundreds of others.
2. Bidding
This bidding process selects the ad with the highest bid and the selected ad is finally presented to you as the ad you see.
Yes, that ad beat hundreds of others to appear on your feed. So the next time you come across an ad on your feed, don’t just scroll away! Take some time to appreciate it, there must be a reason why you see that particular ad. It could offer you a better deal for that hairdryer you were thinking of buying or even offer you a solution to a particular problem you are facing.
It’s not all about selling
What’s the first thing that comes to mind when we talk about marketing? Ads! But that isn’t all marketing is about. In this new age, people are turned away from aggressive marketing. As such, marketing has evolved into other, more subtle forms of advertising that educate, excite, or provide entertainment value to the viewer. Here are some examples:
1. Educate then Sell with Content Marketing
(if you want to know more about content marketing, read more about it here.)
Look at the articles by Singapore’s largest blinds and curtains supplier, mc.2. Notice how the titles of each article aren’t about the brand? Instead, they answer some questions that their potential customers might have and subtly bring in their brand as a solution. Does it feel like an ad? No, and you will definitely read it if you have similar doubts. That is content marketing, it’s not just all “sell”.
2. The Relatability and Comedic Effect in Video Marketing
We’ve all experienced the irritating ads that pop up before a YouTube video and spammed the “Skip Ad” button in frustration. But what will make you stop and watch on? That’s the question every digital marketer wants to know the answer to. What seems to work is a combination of relatability and comedy in the first few seconds of the ad. Have a look at two creative video ads produced by Craft with a well-known local celebrity, Mark Lee.
Will you skip these ads? Introducing celebrities adds an element of relatability and entices the viewer to watch on. Here, Mark Lee also sprinkled in some comedy, retaining the viewer’s attention. No wonder they were the top running ads for the blinds industry for over 6 months! Although the main goal of these videos is to sell a product, there are so many more elements to add to a marketing campaign than just selling.
The power of creativity
Creativity: That’s what I believe separates mediocre marketing agencies from the good ones. It’s true. Anyone can run a marketing campaign. A quick Google search will yield countless comprehensive tutorials on how to run a campaign. But here’s what they all don’t teach: infusing creativity in marketing. Being creative in marketing is a hard skill to acquire and an impossible one to teach. Here at Craft, they have mastered the art of creativity in marketing and I was humbled to learn from them the small tips and tricks that brought me closer to that mastery.
You might be wondering, what’s so good about creativity in marketing? Well, to put it simply, creativity brings your marketing campaign to a whole new level. Here’s what creativity looks like in marketing.
1.Burger King and the Whopper Detour
(if you want to know more about content marketing, read more about it here.)
Look at the articles by Singapore’s largest blinds and curtains supplier, mc.2. Notice how the titles of each article aren’t about the brand? Instead, they answer some questions that their potential customers might have and subtly bring in their brand as a solution. Does it feel like an ad? No, and you will definitely read it if you have similar doubts. That is content marketing, it’s not just all “sell”.
2. The Creativity in Craft.
You’ve already seen how creative Craft has been in video marketing. But creativity isn’t limited to marketing ideas; creative design is also another aspect. Taking web design as an example, here’s a look at what Craft did for Country Foods and Huiji websites.
My Closing Thoughts
These 3 months have indeed changed my perception of ads and marketing, and the skills I’ve learned will definitely be useful when I enter the working world. I hope that this article has given you a little insight into the complex world of digital marketing, and maybe even interest you in dwelling more in it. After all, digital marketing is the future of marketing. It’s here to stay and stay it will.
- This article content is contributed by Jonas Goh, Digital Marketer Intern at Craft.
- Article is copyrighted Craft Creative Pte Ltd.
