Impressions Are People Too: A Digital Marketing Reminder

Marketing and advertising used to be an industry that leaned heavily into qualitative data to make informed decisions. 

“How does this loaf of bread make you feel?” “What about if you saw an ad with a family gathered around the table passing this bread and laughing?” 

We, as an industry, used guided, deep-diving questions to get at the actual psychological correlation between the consumer and the product. The goal was to understand the person so deeply they were no longer a consumer. Instead, they were Carrie, your next-door neighbor, who you can count on always having the best-baked goods at the neighborhood potluck. Suddenly, it became easier to craft messaging and creatives that sold a product to your neighbor than to a so-called “consumer.” 

 

Leaving the Past Behind Isn’t Always a Good Thing 

With the rise of social media, Google, Youtube, and the overall web as a new avenue for marketers around the globe, suddenly Carrie next door started turning into impression number 104,567. The industry began to be flooded with analytics and data that we never had at our disposal before. Rather than estimating the number of drivers that might see and recall a billboard, we were now able to prove the correlation between someone seeing an ad and actually purchasing a product. 

As we moved from making informed strategic decisions through qualitative to quantitative data, we lost sight of the person/ people we were talking to. We now look at our audience through metrics like impressions, link clicks, cost per click, interaction rate, IP address, and much more. While we have all this data at our disposal, at the end of the day, they are just numbers and a form of measurement. Digital marketing data tells us if we are hot or cold, but it will never indicate if any given message left a lasting impression on your target consumer.

Think of it this way. You’re at your first party post-pandemic; you walk up to a stranger, and without saying anything, you start telling them about your breakfast and ask if they would want to join you next time. First, how awkward. Second, how do you know if they like breakfast? Maybe they intermittently fast every day? 

But what if you knew them already… you had done your research and knew that brunching is their favorite thing to do and the activity they missed most during the pandemic. That breakfast invite would be much more valuable and could be the start to a great relationship. 

Scenario A is the biggest mistake digital marketers make nowadays. There is the mindset that if the message is shown to enough people, someone will have to engage. Wrong. A person with a family, hobbies, and a full life sits behind that screen. Even with the rise of digital, we all still crave human interaction. 

 

Why Impressions Do Not Equal Sales

In digital marketing, impressions are a measurement of how many times your ad appears on a screen for a potential customer to see.  Many brands look at their high volume of impressions and wonder why sales have not increased. This is because they are missing the understanding of their consumers’ psychological traits. And without this understanding they can not properly identify the relevant psychographic segments that are likely to engage a consumer to eventually purchase their product. 

 

Tribu Creative is a digital marketing agency that places a special emphasis on deeply understanding the target market of our partners all the way down to what a day in their life might look like. We use this data to create tailored, award-winning creative coupled with strategic deployment that builds tribes. We advocate that your biggest marketing weapon is your audience of brand-loyal fans. We strive to build tribes that sell products, not just increase transactions. Tribes that are built through bringing people around a collective experience or common interest. Tribes of Carries, Jakes, and Devins, not just of numbers and data. 

Remember, impressions are people too. 

If you’re ready to build a tribe around your brand, then let’s get in touch. Drop us your @ and we’ll be in touch! 

Buddy Branding

To create a really strong brand sometimes you need good inspirational music. We created a playlist to help us ideate and design. Here it is for you!

Got a project in mind? We would love to help!

Lights, Camera, Action: Three Ways to Use Video Marketing to Your Advantage

It’s no doubt that attention spans are becoming more and more limited. Keeping someone’s focus long enough for them to read through long newsletters or web copy is a challenge. Luckily, in the constantly evolving field of digital marketing, people are always finding clever and innovative ways to get your business’s brand, message, and image across. 

One vital aspect of digital marketing that has been on the rise over the past few years is the use of eye-catching video content in your marketing efforts. We’re not just talking about TV commercials, we’re talking about using video as content in other innovative and unique ways. 

Webinars/Lives

Over the last year, the pandemic necessitated adaptation in many areas of our daily lives. A large portion of our interactions were disrupted and moved to the virtual realm of the internet. Zoom meetings and google hangouts took over our lives for school, work, and social calls. Because of this societal change, video chats and online web conferences have become ingrained in our way of life, and that’s not likely to change anytime soon, even with the easing up of pandemic restrictions. 

Webinars allow companies to spread the word far and wide across the internet about their products in an in-depth way and be seen as thought leaders in their fields. The ability to tune in from anywhere in the world permits a farther-reaching audience and greater convenience for your consumers. Facebook and Instagram Lives are excellent channels for increased user engagement through conducting interviews, insider looks, and product demos.

TikTok

If your business’s target audience skews younger (around 16-24), you should be taking advantage of TikTok. It’s projected that TikTok will have around 89 billion U.S. users by 2024…that’s a pretty large audience that your business video content could reach. 

Because TikTok is a relatively new social media platform, business video content can perform pretty well organically. TikTok is a platform where you can truly flex your creative muscles and connect with your consumer audience by showing the fun, imaginative, casual side of your brand.

Personalized Videos

Personalization is the name of the game when it comes to marketing. Customers need to feel like they are cared about as an individual and see that their needs are being met. One simple way to fulfill this need is by personalizing your communications with leads and consumers through one on one video messages. 

Seeing a face and hearing a voice instantly creates a deeper connection than simply reading words from an email or even talking on a phone call. Smartphone cameras are high enough quality these days that creating a quick video message is cheap and effective while still maintaining high standards. Next time you want to send a thank-you note, offer product support, or follow up on a lead, consider using a video message instead for an extra touch of individualization.

Video Content

If you are wondering whether video marketing is something you should add to your digital marketing strategy, check out this telling data:

  • 84% of marketers attribute positive lead generation to their video marketing
  • 87% of marketers claim that they’ve received a positive ROI from their video content
  • 84% of consumers reported being influenced to purchase a product after watching a product demo video

It’s pretty obvious that video isn’t a trend that’s about to fade anytime soon. Want to get in on the action and make exceptional and professional video advertisements and organic content for your business? You’ve come to the right place. 

Tribu Creative ad agency will soon be adding video production capabilities to our list of marketing services that we offer.

If you’d like to learn more

Trudy poster

The Grateful dead poster. Celebration of music

Hand-drawn posters take time but occasionally I get my hands dirty and work on some special design pieces. This is one of those projects. Crafted for Trudy’s tex-mex restaurant celebrating Día de Muertos. We combined the Grateful Dead album art of skull and roses with a traditional Calavera skull creating a poster celebrating, remembering, and honoring music, friends, and family that have passed on.

Poster Design for day of the dead
Day of the Dead T-shirt Design

For fun I’m going too dive in too how I crafted it. I like to use a combination of tools to optimize the speed of illustration work. I like to work with your good old pen and paper. Using a sharpie and a window to trace designs. I trace over what I want to keep. Once I get to a good point I will scan it over to my phone. 

Why not scan it? Well, that is one method that works well but I can eliminate 2 steps by using Adobe Capture. If you are a designer you need to go download this app now. With this app, I can automatically vectorize my drawing with all the gritty detail of the marker. Pro tip: if you want a solid vector to use the blackest marker you have on white paper. The best result comes out of high contrast.

Anyway though the amazing capture technology its super easy to do a complex illustration vectorize it and not have to hassle with scans. Its sweet becus with Adobe’s Cloud library you can pull the illustrations into any app that utilizes the library system.

Trudy poster how to

Citizen Chicken & Waffles

Developing a personality for a brand can be challenging but also super fun. I love designing logos and brands with characters. It creates a face that people can connect with. Citizen celebrities the decadent food it bakes and fries up in its kitchen. We didn’t want to shy away from that and embrace those feelings when you want to throw your diet out the door.

It’s authentic, transparent, and fun. The rooster resembles the humorous, friendly nature of Citizen. Its little plump mascot symbolizes Citizen’s southern comfort food that is perfect for its busy-going customers.

Citizen Branding
Citizen brand colors
Typography and typeface for citizen branding
Citizen Logo photography
Citizen mural
Citizen Logo

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