The Marketing Corner: Digital Trends That Drive Engagement

By Adele Lassere Created: October 25, 2012 Last Updated: October 25, 2012
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Digital continues to be an area of growth potential for many businesses. It’s a medium that allows businesses to establish communications with consumers to dialogue about their brands, community involvement, locations and more. Using rich media is one of the many ways to engage consumers.

Some industries have more success with rich media than others. Financial, retail, entertainment and automotive have seen higher engagement using rich media. These sectors have found that using high impact rich media units—such as expandable banners, interstitials and animated banners—is a proven formula for success.

Mobile continues to have explosive growth, and using units with pre-roll video or gaming experiences often drives user engagement. Mobile also has a play within social media and sharing branded content. Many marketers are finding success leveraging more sophisticated features—inclusive of Instagram, Foursquare or even Pinterest—to their advantage when developing mobile campaigns.

The key element to using any of the above tactics is to ensure you are supplying an extraordinary experience that is relevant. Consumers no longer want to be talked at nor have a deluge of ads thrown at them. “Customization” is the name of the game!

While traditional static banners are still available, consider upgrading to high impact units to assist in driving heightened user engagement. A mix of both can help assist managing out-of-pocket costs. As a small business owner, if you can master this, you are on your way to converting shoppers into customers.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising. Contact:

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