Animating your Brand for Competitive Advantages

P T on October 1, 2021

Today’s digital world is continually changing and evolving. Internet users are constantly consuming content, and it is easy to get lost in the mix. It is important to stay ahead of the game to keep up with everchanging algorithms.  

Animation has become a popular trend in digital marketing because it captivates consumers more than text or photos. According to HubSpot, 85% of consumers want to see more video content from brands. Animation uses dynamic components to engage viewers, which increases retention of the content. Studies have shown that animation in marketing campaigns leaves a longer lasting impression on viewers. Here are four ways your brand can use animation to liven up your marketing experience.

Explainer Videos

On average, B2B videos that are shorter than 60 seconds are watched in entirety 68% of the time. Explainer videos are extremely popular for companies wanting to show complex products to their customers. Live-action explainer videos tend to be longer and do not keep viewers engaged. Animated explainer videos convey a product in a fast, engaging and easy-to-understand way. 

Animated explainer videos show the complexities of a product or process quickly, while also keeping the viewer visually stimulated. Processes can be simplified for consumers, making it easier for them to understand your products and services. Well-executed animation can persuade consumers to seriously consider purchasing a product, promote more engagement, and increase brand loyalty by helping customers visualize complex solutions. Using animation does not have to mean cartoons. Many successful companies use highly realistic animated footage to portray scenes that may have been difficult to film, such as the inner workings of equipment that cameras cannot reach. 

Email Marketing

On average, consumers get an average of 120 emails every day between personal and business accounts. Your company must do something to stand out in email inboxes. Animated videos and GIFs inside emails can increase engagement and retention of the email’s contents. A promotional email can be elevated using animation, creating a memorable impression on consumers. It is crucial to place your call to action in or around your animation as recipients are more connected with animation than text.

Logos

In the past few years, many companies have begun to animate their logo. A memorable use of animation is the Google logo, which changes often for holidays and special events. Animating your company’s logo can increase brand awareness because consumers are more likely remember it compared to a static logo. 

Animated logos do not have to be complex or expensive to produce. Adding a small, animated element draws attention to your logo, increasing brand awareness and retention. For example, FedEx animated their logo with arrows representing speed and direction. Logos with animation can demonstrate brand positioning unconsciously to consumers.

Social Media Ads

Social media advertising promotes your brand to unaware consumers and adding animation to your advertising creates a lasting impression that will stick with users longer than a static advertisement. Facebook’s algorithm change in 2016 gave preference to videos over other posts. Therefore, a short, animated video can be viewed by more people and create a longer-lasting impression than a photo. 

Social media users are looking to be entertained, not just be presented with information. Animation adds an element of entertainment and increases brand trustworthiness because consumers feel they are receiving more than just a sales pitch. Advertisements on social media using animation are more likely to be noticed and retained by those scrolling through their feeds.

Animation is appealing to consumers and highly personalized to your brand, increasing brand awareness and retention. It is clear and concise, which is what consumers in the digital landscape are looking for. Animation is an important tool in your marketing strategy that can increase results of a campaign, whether it be more followers or web traffic.

The experts at Prototype Marketing can create animation for your company that engages viewers for desired results. Call us today at 434-846-2333 or visit prototype-marketing.com for more information.

Integrating Digital Calls-to-Action with Graphics

P T on August 31, 2021

In today’s digital world, direct mail remains one of the most effective and profitable forms of advertising and since the pandemic, it has become even more appreciated. According to the US Postal Service, people are more excited to receive mail each day since the pandemic, and 34 percent of consumers are scanning direct mail ads for deals more now than before the pandemic. 

As presented in a session titled “What You’re Missing About Today’s Direct Mail,” during The Association of National Advertisers (ANA) Direct Mail Virtual Conference, these statistics demonstrate just how powerful direct mail is for moving people to action:

  • 68% say they use coupons they get in the mail
  • 46% say direct mail encourages them to go online for more information about the advertiser
  • 41% say direct mail encourages them to make an online purchase from an advertiser

As you can see, an effective call to action, or CTA, is crucial to the success of any direct mail campaign. But the traditional “call today” may not be enough to stay competitive.

So how about integrating digital calls-to-action into your direct mail campaigns? A digital CTA prompts the reader to respond to your direct mail digitally through a website address, QR code, social media channel or more.  

Social Media Icons

According to WyzResearch, social media icons are the top used digital CTA in direct mail. Including social media icons not only offers visual appeal to your mailings, but also establishes trust, especially with millennials and gen-zrs who have grown up with social media. 

Social sharing can give your direct mail additional reach and could even go viral with the right incentive. For example, “Follow us on social media and share this offer with your friends for a chance to win…” 

QR Codes

The second most used CTAs are QR Codes. These easy-to-use squares offer a simple way to get customers to your website or social media channels. Your customers can simply scan a QR code on your postcard with their smartphones or tablets and be immediately taken to your website, blog or social media profile. You set the destination! 

Get creative! QR codes are not just for URLs anymore, here are some examples of ways you can use QR codes to engage with your customers:

  • Scan to read our blog
  • Scan for an instructional video
  • Scan to download a free e-book
  • Scan to enter a contest or giveaway
  • Scan to register for our event
  • Scan for a 20% off coupon
  • Scan to hear our story (or podcast)

The options are endless.

URLs or “Visit Our Website”

WyzResearch shows URLs are still the third most popular CTA, and for good reason. Your website is one of the best tools for generating leads and converting them to sales. Add forms to the pages that get the most traffic to obtain contact information for your prospect list, and make sure these popular pages are doing everything they can to nurture the visitor’s interest.  

Through website analytics, you can gain valuable insights into who your customer is and what interests them. By knowing your visitors’ demographics and interests, you can create targeted content and get better visibility on search engines. 

Personalized Calls-to-Action

With today’s technology, it is so easy to personalize your direct mail campaigns. Long gone are the days of offset printing, when printers had to create plates before running the press, resulting in large set up fees and minimum quantities. Today, with print on demand, set up time is minimal, and printers can easily integrate your contact data and other personalized content into the job. Here are some ways you can personalize your calls-to-action in your direct mail.

  • Personalized URLs (PURLs): When your prospect visits their PURL, their contact information is already pre-populated, and the message is very specific to them. The CTA would read something like, “Go to {companyname].com/[prospect name] for your personalized pricing.”
  • Variable Data Printing (VDP): VDP is a form of digital printing that is data driven, allowing for total customization. VDP automates the process so each piece looks like it has been designed and printed specifically for each recipient and can include anything from the prospect’s name, unique salutation, text, coupons, tracking numbers, PURLs and even maps.
  • USPS Informed Delivery: Customers who sign up for this free service from the US Postal Service receive scanned images of their household mail before actually receiving it in their mailbox. They can view the images via email, an online dashboard or the mobile app. For businesses, this service offers a new opportunity to engage users through an integrated mail and digital marketing campaign that generates additional customer impressions, interactions and insights. 

By integrating these digital calls-to-action into your direct mail campaigns, you will create effective multichannel marketing opportunities that will reach a broader array of customers right when and where they are — whether that is on their computers reading social media, on their phones or at their mailboxes. 

The experts at Prototype Marketing can help you integrate, personalize and profit from your direct mail and digital marketing campaigns. Call us today at 434-846-2333 or visit prototype-marketing.com for more information.