“Less is more” is usually not a go-to mentality in marketing — especially when the industry has grown to serve an audience expecting quick, high quality, organic content that is both engaging and, in many cases, reflective of their interests and priorities.
That said, despite the consistent need for an aggressive, innovative approach, effective consumer engagement does not always have to be the product of broad shifts; sometimes, a few small changes can produce a noticeable impact and maximize a campaign’s performance. Here are three such changes that you can easily implement starting today.
Implement the gift effect
There is a lot of power in gift-focused product marketing: we see this every year around the holiday season when various toys, electronics, and appliances (among countless other products) are marketed as ideal gifts for loved ones, tapping into this audience’s collective sense of urgency. However, this tactic does not have to be confined to one time of year. By simply changing your copy to market a product as a gift, you increase your chances of not only garnering traffic, but also retaining customers for years to come. In fact, studies have shown that consumers purchasing gifts from a specific brand went on to spend 63 percent more with that same brand the following year.
Revisit your creative
Imagery is a time-tested piece of effective marketing, and, thanks to a growing list of top-level image software, it is arguably more important now than ever. Today’s consumers are moving at a faster pace as they absorb content, and therefore, marketers must strive to build creatives in a manner that will quickly seize audience attention. With this in mind, a quick revisit of your campaign creative could make all the difference in increasing engagement. The creative may simply need to be tweaked to fit recent changes among your target audiences, or perhaps it is time to build an entirely new creative approach. Whatever the situation, a visual audit is a low-effort, but potentially crucial step towards stronger performance.
Consider changing your coupon system
While coupons are typically viewed as a consumer incentive, they can also complicate an online shopper’s experience once they are ready to check out. Research has found that many shoppers abandon their carts when prompted for a gift card code; they are either confused by the process or they simply do not have a code to apply. To remedy this potential issue, consider finding less intrusive ways to market coupons to your consumers. In this sense, take time to imagine your overall user interface from a customer perspective — what is seamless about the coupon process? What is misleading or hard to interpret? Regardless, this small change could make a huge difference in not only capturing audience attention, but properly leading them to an actual transaction.