Applying the art of persuasion to digital creativity

This week the IDM and DMA West held a joint seminar in Bristol on creativity in digital marketing. Matt Ramsay and Oli Christie from Inbox Digital and Fraser Howard from EHS Brann Cirencester presented several powerful case studies which covered email marketing, viral games and flash ads. Key learnings were: apply the same principles as you would with offline media (such as focusing on a single-minded proposition); ensure you reflect the attributes of the brand; think of the environment the creative will be seen in; do everything to encourage interaction by the consumer and develop multiple options for providing further information; use data capture to profile customer and then tailor follow-on communications accordingly, for example develop different email newsletters according to demographic type.