Six points to consider when creating a campaign

There are 39.3 million active Internet users in South Africa, according to Statista. The average South African spends about eight hours and 32 minutes online per day. And, it is estimated that individuals are exposed to between 4 000 and 10 000 advertisements a day.

Here are six points to consider when building a campaign to get your brands out there:

1. Know your campaign objectives

Determine what the campaign will focus on, what needs to be communicated, who it needs to be communicated to and what the objective or call to action is. This will determine what messaging and creative execution would be best suited to the campaign.

2. Be creative

"The creative executions used in digital media needs to be carefully considered as this element alone can contribute to a 47% sales lift. This was announced at Google's marketing platform event in Dublin, Ireland recently," says Zubeida Goolam, co-founder and creative partner of BRANDTRUTH//DGTL.

3. Mix it up

Using a mix of video and photo elements keeps it interesting for the audience and provides a greater opportunity to display and showcase products and services. According to research by Buffer, video content on Facebook generally gets 59% more engagement than any other type of posts.

Their research also confirms that the use of vertical video delivers better results than square or horizontal video, due to the fact that most people access digital content on their mobile devices. The key with video is to land the marketing message within the first three seconds.

4. Get social brownie points

Digital content, regardless of the channel it goes out on, drives social media engagement as this is where many South African consumers spend a considerable amount of time. According to Statista, there are 16.9-million Facebook users in South Africa at the moment, with a total of 23 million users across social media platforms.

5. Make your words count

Any digital content needs to be created with Search Engine Optimisation in mind. Using Google tools, determine what words the target audience is using to search for the products or services on offer, and incorporate these into your strategy and copy.

6. Use analytics

Reporting and analysis will provide concrete evidence on whether the campaign is a success or not. Keeping an eye on the analytics will help determine whether changes need to be made while the campaign is running.

For more information, visit www.brandtruth.co. You can also follow BRANDTRUTH//DGTL on Facebook, Twitter or on Instagram.

*Image courtesy of Vecteezy