by Dick Wechsler | @lwdirect
The more complex performance marketing seems to be, the more important it is to focus on fundamentals. From creative development to media planning and analytics, the confluence of multichannel opportunities presents distractions that cause marketers to make assumptions about what seems to make sense, rather than to drill down into the fundamentals that have always been the underpinnings of precision marketing success.
Don’t assume that prospects lack the attention span to watch a commercial in its entirety. Commercial length should be determined by content, not media. To be effective, a commercial should be as long as necessary to attract, inform and motivate a prospect to respond. Limiting a digital commercial to 10 or 15 seconds, for example, is likely to limit its success and resulting ROI. Go as long as necessary to communicate effectively.
A recent campaign on YouTube by smartocity.com is proof that digital video fits in a traditional performance marketing model. A series of 60-second commercials show compelling product demonstration video – really compelling – and clear as day titles to underscore product benefits. There’s no voiceover, only a music bed, which make the spots effective on smartphone, tablet or desktop. Plus, there’s a click to order device built into each spot to improve response and allow empirical measurement. These are the fundamentals that build successful performance marketing campaigns. Assuming there’s no place for them in the digital world may be a big reason that marketers struggle with measurable digital video success.