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I chose this video because it is from and extremely reputable site and provides an ample amount of information. After watching this video, students will have an immense amount of information on creative strategy and have ways to apply it.

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Digital Marketing - Study Notes:

Concepts

The creative strategy is one of the most important elements because it is the most visual element that will dictate the overall feel and look of your brand.

This is the documentation and understanding of your objective in relation to your audience and brand. Ideally, you are trying to develop a strategy that engages with your audience in such a way to deliver on your business objectives in the context of your brand values.

Now it's time to take your strategy and build creative messages and ideas that you will communicate through digital. A creative strategy is the long-term approach of how you develop visual stimuli for your brand, product, or service. It dictates the theme, look and feel of all of your assets. The creative strategy should again adhere to the overarching strategy. Doing this ensures that all work is following a specific guide, targeting a specific response and cultivating repeat and specific behavior.

Remember, you must consider the budget when developing a creative strategy. It is important not to limit your initial thinking, but at the same time, at some stage, you need to draw the line and be realistic about your possibilities.

Key areas

The key areas to identify in creative strategy are:

Ideas: What content will you make, what will it say, how are you different?

Activations: What will you do that will encourage the consumer to respond, engage and converse?

Visual: What will everything look like, is there a visual theme or guideline?

Narrative: Refer back to the content strategy - what is the story we are trying to tell?

Managing expectations is unfortunately part of the job of any digital marketing manager. There is a myth out there that digital marketing is free. Highly creative, highly technical executions require investment. It is important that you temper your team's ambitions slightly. The next step for your team is to compile a full format list for your content plan. This should be added to your content plan and include not only the creative requirement of each format, but the dimensions and specifications as well.

Creative strategies can become quite complex and with more technicality comes more resource requirement and also time. If digital is quite new to you then it's recommended you keep things simple at first with a view to building up to more technical pieces.

Formats

Remember to identify what formats are possibly not worth the effort if they will require more resources. Don't forget, if you're investing in a big piece of work, you should be matching that in paid media to deliver it through paid channels. Things do not go viral on their own; rich media display is costly to make, but equally expensive to deliver. It is important to consider drafting a budget for paid media on a particular piece of creative which is commensurate to the cost of developing the creative.

Formats all require different dimensions. Becoming familiar with the formats can be a challenge. The best thing to do is to become familiar with the platforms and the formats they offer as you require them. There are thousands of formats. In display, they are delivered in the sizes of pixels, e.g. MPU 300 x 250 pixels.

When assessing your creative you should consider if it fits your brand values, uses the language of your audience (so it can be understood) and aims to deliver on your overall objectives.

Transferable content

The biggest challenge in the asset development stage is maximizing the efficiency and effectiveness of your assets. Essentially, how you can 'sweat' your assets:

You can begin by creating assets that can easily be converted to suit other social platforms. Develop creative that is platform agnostic and then tailor it to specific platforms. For example:

Shoot high-quality video: Shoot video in the largest quality and consider video being effective as a vertical or horizontal video. During production, you should consider readability and video resolution across devices to ensure you can engage your audience on a mobile or desktop.

Capture GIFs: GIFs can be captured out of video creative to be used in other campaigns or to complement existing ones.

Convert assets: Convert existing creative assets into dynamic assets if appropriate. Examples of this would be on Facebook canvas where advertisers can create a rich mobile experience to target their audience on Facebook and Instagram mobile apps.

Use existing assets: Take existing visual assets, like TV ads, and editing them to suit digital formats and channels.

Aid SEO: Identify and use anything that you built as more content for your site to aid SEO. These assets include things like infographics which can be distributed on social or email and drive links for SEO off-site link building.

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Creative Strategy - Digital Marketing Lesson - DMI

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The creative strategy is one of the most important elements because it is the most visual element that will dictate the overall feel and look of your brand. This is the documentation and understanding of your objective in relation to your audience and brand.

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I chose this video because it gives a clear understanding of what a creative strategy is. Students will be able to clearly explain what a creative strategy is after watching this video.

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What Is Creative Strategy? Importance and Benefits

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What is Creative Strategy? (+getting paid for it)

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What is Creative Strategy? (+getting paid for it)

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I chose this video because it guides the listener in creating a creative startegy that is successful. After watching this students will be able to have a better understanding on creative strategy and creating a strong creative strategy.

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What is creative strategy? (+ getting paid for it)

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I chose this video because if it gives an understanding of what creative brief is. After watching this video, students will gain a better understanding of what a creative brief is.

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I chose this video because although it is important to know what a creative breif is and how it works, knowing how to create a creative brief that inspires people is extremely important. After watching this video, students will be able to create a creative brief that encourages its readers.

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D&AD - Creative Advertising, Design and Digital

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I chose this video because it is necessary to know how to write a creative brief if you are trying to best understand a creative brief. After understanding what a creative brief is, the student will learn how to write one after this brief two minute video.

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University of Minnesota Communicators Forum

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Good ads don't just happen. With this in mind, writing an effective creative brief is a critical step in the advertising process. It confirms the understanding between a client and their creative person/agency and is the basis for all creative output.

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I chose this video because it gives a clear understanding of the hierarchy of effects models. After watching this video students will not only be able to explain the hierarchy of effects model but also how advertising works.

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This Course Video Transcript

Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.

View Syllabus

Skills You'll Learn

Advertising, Integrated Marketing Communications, Marketing Communications, Marketing

We focus on the planning process for an effective integrated marketing communications campaign. We will talk about the potential challenges you may come across while we are communicating with your consumers and the tricks to overcome these challenges. You will learn the theories on how advertising works and how consumers make decisions. Additionally, you will be able to establish your marketing communications budgets. You will learn to tailor your communications strategy in line with the specific company characteristics, goals and needs.

Taught By

[MUSIC] In this lecture, we will elaborate on how advertising works. What do we really know about this? We, marketers spend huge budgets on advertising campaigns. That's why we are naturally concerned with how advertising works, how it affects consumers, in order to formulate more effective advertising strategies. The first formal advertising strategy was probably AIDA, which stands for Attention, Interest, Desire, and Action. This model suggests that these are the four stages that consumers go through when they are exposed to an advertisement. According to this model, the most important role of an advertisement is to attract consumers. Attention is usually grabbed by the use of image, color, sound, layout, size interesting tag lines, and celebrities. Advertisements should be designed to attract consumers so that when they see it they will attend to it and start reading it. Once an ad grabs attention, it also has to involve consumer interest towards the product so that consumers will read more about the brand being advertised. By the use of an attractive subhead or by use different executional frameworks of advertising appeals, interest can be invoked. After creating an interest, the ad has to establish desire in the consumer's mind to use the product. The element of desire is usually created, either by the use of product information where we explain the necessity of buying the product and the features of it or by establishing an emotional bond with our consumers. Finally, the ad has to convince and initiate the consumer to take a favorable action towards the product by ultimately purchasing it. AIDA is a single model that helps us tailor how we create our advertisements. Hierarchy of effects model which is very popular in advertising theory emerged based on the AIDA model. Hierarchy of effects model explains how advertising affects consumer's buying process. It suggests that consumers move through a step by step process as they are exposed to advertisements and move toward a purchase behavior. The model suggests that a purchase will only be made when all steps in the hierarchy of effects have been completed. These steps are awareness, knowledge, liking, preference, conviction and behavior. These six steps can be split into three stages of consumer responses, cognitive, affective and conative. According to the hierarchy of effects model we need to prepare our ads to emphasize and satisfy consumer needs in accordance with the stage they are in. In other words, we design cognitive ads when our consumers are at the awareness and knowledge stages. We design affective ads when our consumers are at the liking, preference or conviction stages. And finally conative ads when we need to facilitate behavior. This model implicitly assumes that consumers act always in a rational way in their purchasing decisions and follow a certain sequence. Learn, feel and do. This means that cognition always precedes effect and behavior. In other words, hierarchy of effects model is based on the assumption that people will first learn something from advertisements, then from feelings about the product in the ad and finally tak an action. Is this realistic? Do we alway need detailed information before each purchasing decision? Consumers purchasing decisions may vary in the level of involvement they engender. Certain purchases are characterised by highly involved an elaborate processing, for example purchasing a car, a flat, or a personal computer. While others are characterized by minimal involvement, and almost mindless processing, for example, purchasing a light bulb, or a chewing gum. So, preferences do not always need a cognitive basis. We may just establish preference for a brand, because it is recommended by a friend without actually having information about the product features in detail. Sometimes the price is so small that the purchase does not warrant careful and deliberate consideration. We may just purchase a brand because a family member uses it. And after using it, we actually get some more information about it and start liking it. So we see that there might be other sequences of consumer responses. In contrast to the economics paradigm, which suggests that consumers are rational, some theories actually pay little attention to cognition and focus on effective responses of consumers. According to this approach, consumers may find preferences based on their feelings induced by advertisements. Even new exposure to an ad may lead to familiarity with the brand and form preference for it. Consumers may like the brand without an evaluation of product attributes. So we that little involvement required for the decision might affect the sequence of consumer responses. Additionally, consumer tendencies to rely more on cognition or affect may lead to different sequences. People who have higher need for cognition for information processing in general, may follow learn, feel, do sequence. Whereas people who rely on emotions may follow feel, do, learn sequence. Our key conclusion is that advertising pursues cognitive, effective, and conative consumer responses. Even though their sequence may change according to the consumer's or product's characteristics. We should keep in mind that these three consumer responses are required in order to consider an advertisement effective. In the next lecture, we will learn about the FCB which uses involvement and consumers' tendency to rely on affect and cognition as the two dimensions for classifying product categories. And then, we will elaborate on how advertisements should be designed, taking into consideration certain products' classification. [MUSIC]

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How Advertising Works - AIDA and Hierarchy of Effects Models - IMC Planning Process | Coursera

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This Course Video Transcript Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions.

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I chose this video because it had multiple different visuals. After watching this video students will be able to connect the information to the visuals to have a better understanding of the hierarchy of effect.

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Hierarchy Effects of Advertisement | Hierarchy of Effects Model Marketing Guide

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I chose this video because it not only explains the hierarchy of effect, it gives the history of it, and explains each of the 6 events in great detail. Students will be able to explain each of the steps and give examples of each steps.

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Hierarchy of Effects Model Marketing Guide