We are living the boom of automation in advertising campaigns. We carry out increasingly effective strategies where the result is above all, but it is an immediate result that often leaves aside the health of the brand in favor of increasing profit. To avoid that in the long run it can take its toll on advertisers, we want to vindicate the concept of Re Engagement.
It is always a good time to remember the importance of creativity in digital marketing. And that is what we will do in the following lines.
Remarketing campaigns without digital creativity
We all remember those persistent and tireless remarketing campaigns that border on the absurd, like when we see those running shoes and once purchased you keep seeing the same product for more than a month. Or that trip we planned for our summer vacation that still haunts you in September with idyllic images and great discounts, while you’re still not on your feet with your post-holiday syndrome.
It is clear that this is still done for a reason, because it works, or at least it works in terms of results, but is this the only thing that interests us? How does it leave the brand image? Does this non-creative digital marketing make sense? We certainly can’t connect with a brand or feel part of it if it doesn’t know what I want or need.
If I have already made the trip or bought the shoes, I don’t need to be shown the advertisement over and over again until my patience is exhausted, or at the end, because of excessive repetition, to ignore any message from the brand. You just think “Leave me alone, don’t show me the top running shoes, I’ve already bought them, or show me something that might interest me”. This is what we call in digital marketing Re Engagement actions.
The symbiosis of Re Engagement for a round campaign
Re Engagement tries to connect with the user by addressing their needs. For example: if I bought a pair of running shoes, it is likely that I also need a pair of running pants. This is where creativity and automation come together to improve results and the relationship with users.
If in addition to offering the running pants we show a powerful creative encouraging us to get fit and practice our favorite sport, we get a round campaign where we understand what our customers want. Thanks to this strategy we can see how creativity and automation work in a perfect symbiosis.
How to practice Re Engagement
Well, this is all well and good, but as almost always in this type of posts the question that remains at the end is: how to put it into practice? A good way to start is to turn to marketing automation platforms, such as the Google Marketing Platform ecosystem.
From here the performance and creative teams can work together in a coordinated way. With Google Studio we can prepare fully customized dynamic creatives with a clear focus on brand and user needs, while the performance team can plan, optimize and measure results in great detail.
Finally, let’s all repeat the mantra “creativity focused on results is possible and necessary”. Don’t forget Re Engagement!
List of Creativity publications
