Someone has rightly said that “I have learned that two people can look at the exact same thing and see something totally different”. Iterating this quote, it means that everyone has his or her own perceptions which make everyone see things differently. This article talks about this fact and how it can help us understand it’s importance and impact on every single Digital marketing campaign that we run.
Imagine a group of 50 people is in front of you and you ask each one of them their favourite color, food, movie, song, their hobby etc. etc. etc.
Don’t you think there will be atleast 10 different answers for each questions from the complete group of people? Well, 50 is a huge no., think about group of 10 people. You will still get varied answers right?
Have you ever thought why it happens?
The answer to this question is really simple. Each person has his own thought process, own attractions and repulsion based on their habits, experiences, feelings and situations. This results in everyone having different behavior, attitude, mentality and understanding of things.
Now, look at the image above. I can guarantee you, everyone will have varied understanding of this image and each one of you will think differently about this.
I would love to know what you actually thought about this image. Share your thinking in the comment section below. This will help us all get better understanding of the concept which is going to be talked about a bit later.
Even though our anatomy and genes might be really similar to each other, we all have varied experiences (Remember, walk into my shoes and then judge me?).
These experiences impacts our genes and our biochemistry. Our thoughts and feelings about those experiences shape our brain which in turn shape our thoughts, eventually shaping our thought process, attitude, understanding and habits by being attached to our subconsciousness over a period of time.
This cycle shapes who we become and how we think.
In order to explain it better to the members of my Facebook Group, we played a little game. The rules of the game were simple. Everyone had to think of any product or service and then pick an image which can be used in their Facebook Ad. Then they had to post that image in the group, without telling what are they marketing/selling.
As an example, I posted this image https://www.facebook.com/groups/digitalmarketing9/permalink/560444984303052/
Can you take a guess?
As expected, everyone answered differently. Look at the image below
Also, entries on other players also got different guesses from each member. is it strange?
Similar to images, text also invoke different thoughts in everyone. Check this out.
This exceeding trifling witling, considering ranting criticizing concerning adopting fitting wording being exhibiting transcending learning, was displaying, notwithstanding ridiculing, surpassing boasting swelling reasoning, respecting correcting erring writing, and touching detecting deceiving arguing during debating.
Am sure you will laugh when I ask you what have you understood from this. We all have different intellect, grasping power, interests and neuro-processes which make us interpret the things differently.
Coming back to the game we played, what if I told you that the correct answer is UBER! Confused? Look at the image below
As said, am image speaks thousand words. Astonishing right?
Contents of the Article
How it impacts digital marketing campaign?
Imagine that you have got a great campaign to do and you are excited about it. You have defined your target audience, thought about all the mediums where you will advertise, finalized the budget and have all nicely written ad copies along with pretty images. Exciting right?
Now, once you collate all of the things together and run campaign, you will reach hundreds, thousands or even millions of people.
Will those people think, understand and react in the same way to your ad?
I am sure that you know the answer to this question. How amazing it would have been if everyone could think exactly same right? We would know exactly how every other human being will react.
Sadly, that is not going to happen anywhere apart from sci-fi movies.
Now, depending on how well people understand our ad, what are we offering, basically our complete communication of the campaign, people will react and get converted.
As per Hubspot, out of non converted audience on our campaigns, 19.1% did not get converted because they were not able to understand the communication properly, could not relate to it or got confused.
I am sure you are thinking that this is higher than our actual digital marketing campaign conversion rate and must be wishing that if this 19% would have been converted along with your actual conversions, your campaigns would have been wonderful right?
Because of different thought process, every single song or movie would be loved be someone or hated by someone. Similarly, your ad will be loved by someone, hated by someone or probably, ignored by someone.
Now, what if I tell you that there is a very simple way, infact a logic which can ensure that out of those lost 19.1% people , you can grab a huge chunk and convert them. How does this sound eh?
Imagine that you are back to school, probably in 4th-5th standard. Now try to remember or probably imagine that out of all students in your class, some would have been sharp, understanding everything, getting good marks and being star of the class. Similarly, there would be students who could not understand everything with ease.
They may be not paying attention, had no interest, forgetful or any other reason but those are the students whom your teacher would dread.
As the teacher has to ensure or rather hope that every student gets good grades, she needs to put in a lot of effort on these students. If teacher has to explain anything to the class, he or she would try to keep it as simple as possible so that even dumb (not offending anyone here 😛 ) students can understand things easily.
This simplifying of the communication so that even the lowest intellect level can clearly grasp it, understand it and react accordingly is called making it “IDIOT PROOF”.
Why Digital marketing campaign has to be IDIOT PROOF?
Well, who doesn’t want higher conversions? Remember the 19.1% of people who go away because of them not understanding, having wrong perceptions/exceptions and getting confused.
Probably except a scenario where you would have Harry Potter’s wand and some wonderful magic spells, you can atleast expect some of them getting converted if you would make your digital marketing campaign “Idiot Proof”.
A/B testing, ad rotation and different ad formats exists because of the need to make your ads “Idiot Proof”. Ever thought about it?
How to make digital marketing campaign IDIOT PROOF?
NOPES! Not this way for sure!
As I told that it is really simple way to make your campaign IDIOT PROOF, it is actually keeping things simple. The methods in which you can do this are as under
a) Keep your images relevant to the product/service. I understand, at times creativity, concept and attention grabbing takes you a bit away from relevancy but even if the image may not be obvious, it should have a clear connection towards your overall communication of the ad and campaign. As image will be the first thing which grabs attention, a bit of curiosity grabs attention better but you need to ensure that it should make sense at some level.
b) Text copy has to be kept really simple. Infact, it should be as simple as you can . Here too, we need to use some fancy, attention grabbing and intriguing words but again, ensure that it makes sense.
c) Be grammatically correct for every word. Well, this goes without saying that having mistakes in your any kind of ad campaign can do blunder but in many cases, it would lead to a huge confusion too. Look at the text below.
“This agreement shall be effective from the date it is made and shall continue in force for a period of five (5) years from the date it is made, and thereafter for successive five (5) year terms, unless and until terminated by one year prior notice in writing by either party.”
Here, some people may think that it can be terminated only after completion if first 5 years, while some may thing that it can be terminated any time by giving the notice. Confusing right?
Remember the difference between “Let’s eat, grandma” and “Let’s eat grandma”. 😀
Therefore, it is really important to be correct and clear in our text copy.
d) Keep prime focus on relevancy. Your each ad should be relevant to your overall strategy. Similarly, ad and communication should be relevant to the landing page, microsite or website where you are taking the person next to. Imagine you saw an ad for a cellphone which claims in the ad that it give 10 days battery life. Excited, you clicked on the ad to check more, you reached their product sales page or probably a landing page.
Now this landing page has no mention of battery life and all it talks about is design, features, price etc. How would you feel?
This disconnect results in people doubting and getting confused, eventually leading to dropouts.
Having highly relevant communication across all steps will ensure that the audience feels in control. They would have a good feeling about the fact that their perception of your product or service (which is seeded by your ad), is continued and addressed in the next step too. They feel that they are in control of things (as their expectations are matched), making them more comfortable in getting converted.
e) Keeping your conversion steps minimum also helps in achieving the campaign being “Idiot Proof”. Each step that is increased from the ad click to conversion, decreases the conversion rate. It is a fact that we cannot just remove the buying process and its steps completely because some steps are critical i.e. Personal Info, Address and payment information. In order to still achieve the benefit, we need to make our website intuitive, easy to navigate and each step as simple as possible. Do not give confusing text, buttons, images in the user journey which keeping the no. of steps, minimum.
Simplicity is one form of beauty and in our case, it is the key to higher conversions and brand building through any kind of digital marketing campaign. While some people may find complexity adventurous, I am sure that for most of the people in the world, simplicity is soothing. By keeping things simple, you will be understood better and will get better response too.
To You Now!
Share stories of the times when someone or some ad was trying to convey one thing but you got confused and understood it differently. It would be an awesome case stody.