Creativity, inherently subjective, plays a pivotal role across marketing content, social media, video, and web design. The quality of ads, web pages, and promotional videos varies, but crafting a compelling webpage or advertisement necessitates a blend of skills and a steadfast focus on project goals, whether they're sales-driven or aimed at raising awareness.
The effectiveness of an advertisement or a video point of sale (POS) is subjective, yet we can augment our understanding and refine our content with insights and data to better engage the audience. This method contributes to producing more effective work. It's crucial to acknowledge that human needs and responses are dynamic; they fluctuate throughout the day. An individual's reaction to an advertisement or social media post during their morning commute might vary markedly from their response on a relaxed Saturday afternoon. Factors such as their emotional state at the time can significantly influence the content's effectiveness.
Creativity in advertising involves diverse solutions, layouts, and messaging. It's a powerful combination of creativity, storytelling, and messaging that requires meticulous crafting. Over the past year, the Fiora team has experimented with various AI tools and platforms to support our teams, from strategic planners to design and media teams. These tools have been trialled with several client partners, yielding improvements across almost all metrics. These enhancements range from a 22% increase in click-through rates to an almost 40% rise in purchase rates.
At Fiora, we've incorporated an iterative process into our design team's workflow and have enhanced the initial stages with more contextual briefing and exploration. This process clarifies the purpose, objectives, and key performance indicators (KPIs), further refining the creative brief. It enables teams to unlock the potential of their creativity, understanding what works and why. This approach maximises marketing effectiveness by leveraging AI and behavioural insights, helping to optimise everything from video adverts to websites, landing pages, and social media content.
This strategy aims to generate more revenue for our partners. It's based on precise predictions, reducing the need for extensive A/B testing and eliminating guesswork. Creative insights are now available swiftly, defined by several key human metrics.
Improving conversions is a primary focus. Launching creatives that enhance campaign performance and conversions ensures that the audience knows precisely what action to take, whether it’s booking a demo or purchasing a product. With our workflow, we're better equipped to predict how a real human might react when presented with an ad, enabling quick identification of the most effective creatives to maximise ad campaign impact.
Driving brand awareness and reach is another fundamental goal. Launching compelling campaigns that consistently align with the brand ensures that when customers are ready to buy, the brand is top of mind. Identifying performance gaps and enhancing creatives is an ongoing process. By freeing up time and resources, the creative team can experiment more and iterate faster. Empowering creatives with behavioural data enables them to make design decisions confidently.
The Fiora team is continually improving this methodology. We are seeking like-minded businesses interested in exploring this process further. Please do get in touch if you wish to test your marketing material and our process.