HOW ART AND SCIENCE CAN TAKE YOUR CAMPAIGNS TO THE NEXT LEVEL

When creating marketing campaigns for your brand, it’s easy to drown in the sea of analytical data, focusing solely on quantitative assessments. But remember: a creative presentation is just as important as the data. To create memorable campaigns that resonate with your audience, a unique, artful approach is vital.

When science and artistry work together, the results can be inspiring.

ARE BETTER THAN Two Heads

One

Social Media

Audience Growth Rate allows you to evaluate marketing efforts over time.

Conversion tracking is a quantitative metric that determines whether or not users took a specific action after engaging with the campaign.

Guinness’s “Friendship” campaign’s inspiring video shows a group of friends playing basketball in wheelchairs even though only one of them is paralyzed. The video resulted in 8.5 million views, and tons of social buzz.

In Frito Lay’s “Do Us A Flavor” campaign, the “conversion” was a call-to-action: the company asked users to submit new chip flavors. 3.8 million people submitted flavor ideas to the brand.

THE SCIENCE THE CREATIVE APPROACH

Engagement metrics reflect the relevant conversations you are having with your social media followers.

WestJet Airlines boosted their audience engagement over Christmas with a hidden camera, which granted the wishes of every passenger on one flight. The video documenting the experiment went viral, engaging over 35 million people.

“Pictures, words, peopleTogether, yet far apart—We are always linked”

— Tia Kelly, Social Media Strategy,

Unbounce@lil_tea

“Socialize onlineShare content, infographics

To score likes and Klout”

—Jame Ervin, Marketing Operations Analyst,

Mojave Network@jameane

SOCIAL HAIKUS

Email Marketing

Finish Line shoe company sent an email regarding the start of a new charity that allows people to sell their old shoes, and in return receive a discount for new shoes. The subject line was “Selling your sole can be a good thing.”

Ikea, along with many other online retailers, sends emails to users who have abandoned their shopping carts. Ikea also makes sure the email’s content is personalized for each individual customer.

The Huffington Post uses images and cliffhanger copywriting in their email messaging to entice users to click through to specific articles on their website.

Email Personalization lets users create segmented email copy that is relevant to a particular target audience.

Click Through Rates track how many people follow calls-to-action from emails to landing pages.

“All for the funnelcultivate with good contentsegment and engage”

—Rose McMunn West@westwordrose

“Email is dying?someone’s lying—it’s thriving `superb ROI!”

—Meryl EvansContent Marketer and Author

@merylkevans

Open Rates track the percentage of emails that recipients open. 64%

of people open an email because of the subject line.

EMAIL HAIKUS

MARKETING HAIKUS

Marketing Automation

“This, my token, isa symbol of marketingautomation bliss”

—John Reynolds, Director of Marketing Technology

Joint Ventures LLC@johnisagile

“Win back cooled off leadsmarketing automationa game changing tool.”

—Kim Klugh, CopywriterHoward Miller Associates

@KlughK

Lead Nurturing is about building relationships and trust with yourprospects in a way that is both consistent and relevant.

Landing Pages are customized pages that your leads are directed to from a social media page, an email send, a paid ad, or a search engine result.

Lead Scoring tracks your prospect's behaviors and web activity so you can determine their level of interest in your product or solution, in addition to your interest in them.

ModCloth nurtures leads with a “wishlist” feature, which they use to remarket to their customers through email. ModCloth will send periodical emails based on “wishlist” items to help move sales.

KISSmetrics, a popular analytics blog, has created the anatomy of a perfect landing page, which includes a great headline, impeccable copy, trust indicators, a strong CTA, and relatable images.

Marketo scores leads based on behaviors, both online and offline, so sales people know the hottest leads to call on.

ADD TO BAG

ADD TO WISHLIST

Content Marketing

“Plant thoughts, tell storiesconverse by digital meansgrow a following”

“Choose words of valueserve up compelling contenttell a strong story”

CONTENT HAIKUS

—Amanda Vera, VPHoward Miller Associates

@amnda_vera

—Sabrina Hughes, Agency Technologist

Howard Miller Associates@SabriHughes

Marketo gets incredibly high consumption rates from its “Definitive Guides” about numerous marketing topics. These guides, which contain valuable information for marketers, are shared widely via social channels, and downloaded thousands of times.

SEOmoz, a large SEO consulting firm, uses weekly videos, tutorials, articles, and infographics to distribute industry-specific content to their target audience. This diversified mix of content has cemented them as thought leaders in the SEO landscape.

Content Mix is the diversity of content types a blog post or publisher uses to increase interest.

Consumption notes the number of people who are interacting with your content.

Shares track the total amount of engagement (on social, with email, or through subscriptions) that a post receives.

Mashable increases shares with a “sticky” social bar that follows users as they scroll down the page, enabling users to share posts from their current view.

Creative application of marketing’s scientifically proven principles helps your brand make its mark in a crowded marketplace, delivering more

commercial bang for your buck.

SOURCES: MAILERMAILER.COM | KAPOST.COM