DIGITAL MARKETING – HOW WE CREATE EYE-CATCHING ADS
It goes without saying that new product ranges, attractive promotions and great offers also need to be advertised at Ernsting’s family, but the road to the consumer is a rocky one, with a thousand other vendors vying for that coveted attention. This is reason enough to continuously seek out the best ways to give the target groups positive experiences with online advertising in terms of imagery, text and interaction. What’s important is understanding which forms of digital marketing make this possible.
CUSTOMER
Ernsting’s family GmbH & Co. KG
PROJECT DURATION
varied
EXPERTISE
- Frontend development
- User Experience / User Interface Design
- Design
- Video design
TECHNOLOGIES
- Animated responsive ads for various marketers
- Various moving image advertising materials for Instagram, YouTube & other social media platforms
- Flashtalking ad manager
With around 1,900 stores across Germany and Austria, a successful online presence and some 12,000 employees, Ernsting’s family is one of the largest cross-channel vendors in the German textile retail industry. Headquartered in Coesfeld, the company was founded by Kurt Ernsting in 1968, and offers clothes, linen, accessories and home & lifestyle ranges for the whole family.
THE TASK
PREVENT BANNER BLINDNESS
Ernsting’s family seeks attention, engagement and of course optimal click-through rates (CTR) for all sorts of communication. But more and more users ignore online advertising.
Therefore, the main task, on top of presenting the desired content, is to overcome the ever-increasing banner blindness. In terms of results, the goal is usually the same: increased traffic, lead generation and awareness.
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OUR SOLUTIONS
UNUSUAL, INTERACTIVE AND OBVIOUS ONLINE ADVERTISING
Instead of inundating people with advertising messages, we use unusual, attention-grabbing formats in the development of our online advertising which are excellently designed and encourage interaction. Given the right surroundings and context, they ensure a longer visit and an optimal click-through rate (CTR), depending on the cause for advertising.
THE CHALLENGE
MAKE YOUR ONLINE ADVERTISING INTERESTING WHERE OTHERS ARE BORING
First and foremost, development of advertising materials must be considered with the interests of the target groups in mind. That’s why we ensure that the design of digital marketing is adapted to the context and target group affinity early on in the briefing phase.
Ultimately, the main reason for low CTR and banner blindness is the fact that most adverts are boring, irrelevant and intrusive. During the creation process, we take care to ensure a balanced composition of imagery and corresponding text in terms of their expressiveness. Relevance is the key to attracting the conscious attention of the website user.
It’s not just a matter of adding click requests to more colourful images and putting them online. With every advertising measure, we must always pose ourselves the question of the relevance and hit potential. If we have the answer to that question, we start on the creation work so that we can make the decisive impact with the right format and design.
MOTION DESIGN
IMMENSE SUCCESS WITH MOTION SLIDESHOWS
Is it possible to make popular print brochures digitally successful too? Of course! Digital marketing also means observing online laws and getting the timing right.
We took existing classical content and updated it with well animated, crisp motion slideshows on the Ernsting’s family YouTube channel, thus attracting attention. Not too short, not too long. This resulted in excellent click numbers with a consistently long visit duration.
APPEALING ONLINE ADVERTISING
FIRST INTEREST; THAN THE CATCH
Whether Floor Ad, Interactive PreRoll, Flyer-Ads or Dynamic Sidebar – with the transfer of online advertising the thought through cocept of best placing, fitting design and relevant offers in regard of content count.
Especially, the well dosed mix of motion pictures in connaction with the target audience and relevant content causes attention and the willingness to interact.
In the case of Ernsting’s family, we succeded multiply times to transfer interested viewers into “Interacter”.
CONCLUSION
IN DIGITAL MARKETING, ALWAYS KEEP THE USER IN MIND
Painstaking research and the selection of suitable design and content elements are essential steps in the strategic conception of successful digital advertising materials. It is also beneficial to have the technological expertise in house so that the full potential of current functionalities and display options can be exploited.
However, it is also important to ask yourself whether you personally find one or the other advertising format interesting. If you manage to combine these findings with the requirements of the brand and entertaining technological stylistic devices, you will achieve outstanding results time and time again.
CONCEPTIONEL, CREATIVE & ACCURATE
In additon to the strategic input, we value Medienwerft for their conceptionel and creative ideas as well as for their accurate perfection.
CONTACT
„Outstanding e-commerce applications, impressive digital communication concepts and robust business models need one thing above all else: perfect planning. Feel free to talk to me if you have great plans.“
Managing Director
OLIVER HELMS
Tel: +49 40 / 31 77 99-0
Email: info@medienwerft.de