For designers, it’s getting feedback like “Can we make this POP more?” It leaves far too much room for interpretation, likely resulting in another round of feedback and changes that no one wants to go through.
For those assigning work to designers, it can be frustrating to provide a detailed brief only to have the designer take complete creative freedom and not fulfill the project outline.
But, when feedback is embedded into the design process and done properly, it can drastically improve your end results—and is ultimately a win-win for both sides.
It cuts through the noise
Hyper-targeted and retargeted ads are a numbers game. We know that it takes multiple interactions for customers to convert, so these ads take that idea to the extreme. It’s the digital equivalent of a pushy salesperson who doesn’t just follow you around the store but also tags along as you check out other places.
Effective? Sure. A little creepy and invasive? Absolutely. So in a digital world of basic product images that follow you around the internet, good creative really cuts through. You shouldn’t have to overwhelm your customers with ads to get them to buy from you – good creativity will help you cut through the first time.
It’s truly memorable
You know those TV commercials you watched as a kid? The ones that you can still see in your head and recite word for word? I’m going to take a wild guess and say that they weren’t memorable because it was shown on one specific TV, to a particular user, at the right time.
They stood out because they were clever or funny or touched a nerve. Because they were creative and different. Because something about them made you look up from whatever you were doing and pay attention. Great campaigns become almost synonymous with the companies that produced them. Audience targeting certainly plays a factor, but it’s the creative that really seals the deal.
There’s a common saying that goes, “If you are not paying for it, you’re not the customer; you’re the product being sold.” While the quote predates the rise of social media, the phrase has become a rallying cry of the platforms’ naysayers and a growing movement towards greater digital advertising privacy.
Thanks to technology like pixels and cookies, advertisers have been tracking our actions across the internet for ages. They can see what sites you’ve visited, what you looked at, what you bought and even show you ads on the other websites and apps you visit.
Having access to this kind of data has been a massive boon for online marketers. Thanks to all the information they collect from their users, platforms like Facebook and Google give advertisers the power to serve hyper-specific ads to super-niche audiences – and more focused audiences equal more efficient ad spend. One marketing pro was even able to target his roommate using Facebook’s Custom Audiences back in 2014.
Today, Google and Facebook completely dominate the digital ad market. Together, they make up more than half (54.1%) of the U.S. market and 80% of all digital ad spend in Canada. And despite an initial dip at the beginning of last year due to the COVID-19 pandemic, a new Interactive Advertising Bureau report found that digital advertising spending still grew 12.2% year over year in 2020.