Creative has always been driven towards great design, incorporating the latest trends and ensuring accurate brand voice. Designers have a lot to consider when attempting to balance the creativity they wish to bring to the table, but mixing in the mandatories that brands will often require in their ads. Now, with online engagement being the number one goal for most brands, there is another aspect that needs to be considered when designing the ad.
Online and Social Media marketing can be a make it or break it chance for a brand to stand out. The average consumer is no longer struck by beautiful design, ads often need engagement from the audience in order to be remembered, or simply stand out. Even though someone like myself, is a lover of great design, I really do need to place myself in the shoes of the audience and think, even if I saw a beautifully designed ad - doesn't necessarily guarantee I will click on it.
Engagement is a pretty large word in my opinion which can mean many different things, however the different interpretations are not all that different in the end. Thinking of 'engagement' when speaking about a couple, the stages before marriage, is similar to an ad and their audience. Engagement with an ad doesn't necessarily guarantee the commitment, but the audience has expressed interest and is often thinking about the idea of your brand, and how your brand will fit into their lifestyle. Engagement though, should not be driven by the consumer in order to create conclusions. Strong engagement will include an interactive level of user experience in order for the audience to have a hands-on, highly memorable and unique experience with the brand. So when brands mention they're striving for effective engagement I would say they're looking to create long lasting relationships, with their audience.
Creative executions have the power to take advantage of the engagement process by designing clean and clear interfaces and/or experiences. The easier it is for the audience to interact the more likely they actually will. Take for example the Disney MagicBands, (https://www.fastcodesign.com/1671616/a-1-billion-project-to-remake-the-disney-world-experience-using-rfid) a great example of being ahead of the times as well. This RFID technology helps the user experience be more fluid, and potentially more likely to buy merchandise. People are more likely to spend, when they're content, when they're on vacation, and when it's not a hassle to do so. I have to agree with the first part of the article as well, that when it is already a large upfront cost for the vacation, I'm going to be more conscious of my spending throughout the time being there. I also dislike carrying my wallet with me at theme parks for the scare of losing something so the MagicBracelets have solved many problems, and also created a data base for the consumer research in more detail for Disney. They'll be able to pull statistics and buying behaviours of consumers through the purchases made on the MagicBracelets and potentially use it as feedback for future enhancements, or promotions.
In the long run, engagement should both benefit the consumer and the brand creating the experience. There needs to be a reason as to why the consumer would want to take part, and the result for the brand should not just be to benefit the consumer but to also use it to their advantage. A successful interaction goes both ways, giving and taking, sharing and communicating.
“Understanding is a two-way street.”
— Eleanor Roosevelt