Digital advertising is tricky business, simply because there are still very few rules governing the industry. So you need to be proactive in framing expectations for your team.
Before you even begin strategizing for your next digital campaign, gather your stakeholders and get consensus around these three questions:
1. What are our ethics?
Advertisers are inherently distrusted. Companies without a clear ethical compass are prime targets for scandal.
If your company already has written and practiced ethical principles, let those be your guide. And if you don’t – consider pushing your leadership team to develop and adopt them.
For your brand advertising strategies, encourage everyone to get on same page about your commitment to customer privacy, your policies around disclosing sponsored content and your tolerance for risk.
Your answers will depend on your company’s culture, product and industry norms. But regardless of what advertising ethics you adopt, your entire team must be able to articulate them.
2. How will we measure success?
As an industry, digital advertising still can’t come to agreement on this one. But you can find common ground at your company if you get consensus before the campaign launches – not when it’s falling short of expectations.
At a basic level, have a clear understanding of what you will count as an impression or view. And beyond placements and eyeballs, articulate what you want your target audience to do after they see your ad. If one person thinks the desired action is a purchase, while another believes success is counted in social media shares, you’re sowing seeds for arguments and disappointment.
3. How do we inspire great work – and keep top talent wanting to work with us?
When you find a great creative talent who deeply understands your brand, you’ve hit gold. Don’t let short-term concerns about cost outweigh the long-term benefits the right talent can bring you.
At Spin, we see too many companies coming to us for advice after competing in a “race to the bottom.” After months or years of outsourcing creative to the lowest bidder or allowing high employee turnover, they find themselves directionless, and often with severe brand damage.
Be upfront with senior leadership about how to spot great work and great talent, and be transparent about how much it costs. In a space where content trumps almost everything, you can build a strong case around ROI.
If you’re looking to drive demand for your brand, Spin Creative is here to help. Say hello
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
