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Digital advertising and marketing go together like green eggs and ham. When Horton heard a Who, he may have been inspired by the passion of successful marketing and advertising professionals, who are known for “caring a whole lot” about their audiences, objectives and results. And, as we learned from the Lorax, smart marketers and advertisers embrace progress and skillfully adapt to change. In celebration of National Dr. Seuss Day, here are four marketing and advertising lessons inspired by the wisdom of the great children’s author Theodor Seuss Geisel.
1. Be Mindful Of The User Journey & Experience
“You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose.” - Oh, The Places You’ll Go
While consumers must ultimately take action, advertisers have the tools to help steer audiences in the right directions. Marketers and advertisers are constantly solving problems and creating innovative solutions to guide consumers to the products and services that best fit their needs. In the hustle and bustle of trying to tackle every obstacle, it’s easy to forget the little things that can positively enhance user journeys, customer experiences and, of course, conversion rates. Here are four points to remember when optimizing campaigns:
- Keep CTAs direct, easy to find and simple to understand.
- Deploy effective landing pages that are relevant, but simple, and help consumers take action quickly.
- Remember to review your content often for broken links or outdated copy and creative.
- Analyze email marketing lists and remove invalid email addresses and contacts who have ignored automated messaging for six months or more.
2. Stay Aware Of Evolving Consumer Needs & Trends
“You’ll miss the best things if you keep your eyes shut.” - I Can Read With My Eyes Shut!
Quite simply, marketers and advertisers must keep their eyes open to always be aware of the evolving preferences of their target audiences. Consumer needs, values and behaviors are constantly changing, particularly those related to digital adoption and increased comfort with online transactions. Regularly reviewing and analyzing first-party data can help marketers and advertisers identify and reach narrowly-targeted audiences to shape highly effective digital marketing strategies. Tightly defined audience segments allow for more personalized outreach and one-to-one brand building. Consistently mining customer data can help marketers and advertisers avoid guessing games and implement strategic advertising tactics that are positioned to drive results with scaled customer acquisition and retention efforts.
3. Create And Deliver Personalized Digital Experiences
“A person’s a person, no matter how small.” - Horton Hears A Who
No matter what lead scoring model and consumer categorizations are used, brands and advertisers must analyze their data to better understand their audiences. Whether a consumer just signed up for an enewsletter for the first time or has been a loyal customer for years, each person requires proper nurturing based on who they are, what they want and their level of interest and intent. As a result of the increased time consumers spent online in 2020, personalization in email was identified as one of the most effective ways for brands to get noticed in consumer inboxes.
4. Don’t Be Afraid To Try New Tactics
“You do not like them. So you say. Try them! Try them! And you may. Try them and you may, I say. Sam! If you will let me be, I will try them. You will see.” - Green Eggs & Ham
Don’t fear trying something new. Successful marketers and advertisers are constantly experimenting with new tactics and investing in new strategies. While it may be comfortable to rely on tactics that worked in the past or feel familiar, adding new strategies, like digital performance advertising, into the mix often leads to positive results.
Digital advertising is a cost-effective way to drive brand engagement and connect with consumers. Some types of digital advertising include email advertising, SEO, social media and content advertising. Performance digital advertising, however, is far more transparent and tangible because advertisers pay only for the results they want. Whether it is clicks, calls, leads or conversions desired, performance digital advertising maximizes and de-risks media spend.
While impression-based digital marketing is incredibly useful when a brand is expanding its footprint and establishing recognition among consumers, digital performance advertising is impactful at the bottom of the funnel. After brand awareness is established, digital performance advertising strategies help drive consumer action. Like Sam I Am after he tasted green eggs and ham, marketers and advertisers are likely to be pleasantly surprised at how much they enjoy the results digital performance advertising provides.
While the beloved children’s author might not seem like a marketing thought leader, the lessons in many Dr. Seuss tales are evergreen. On National Dr. Seuss Day, marketers and advertisers are reminded of simple, yet effective lessons that can inspire innovation all year long.
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