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briancom.com

Graphic Design for Digital Media Digital Media Trends and Best Practices. briancom.com. Quick Intro: Tara Armstrong. SVP Analytics, Realtime Media, a Brian Communications Co. Previously Media Director, The Wharton School Adjunct Faculty, Digital Media

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briancom.com

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  1. Graphic Design for Digital Media Digital Media Trends and Best Practices briancom.com

  2. Quick Intro: Tara Armstrong SVP Analytics, Realtime Media, a Brian Communications Co. • Previously Media Director, The Wharton School • Adjunct Faculty, Digital Media Contribute to: Target Marketing Magazine, Retail Leader Magazine, Philly Ad News, Perfecting the Landing Page Contact: @analyticsmaven tarmstrong@rtm.com

  3. Effective Use of Digital Media • Synergy with overall media and messaging – single most effective step • Aligned with the overall brand goals • Reflects media consumption behaviors • Integrated approach with consistent message and brand image across touch points

  4. Today: Higher Ed Audiences instagram change community Be heard passionate Twitter Social media optimistic knowledge trendy prepare UGC contribute HOURS CONFIDENT Current My values Tech-savvy IMPACT generation DIGITAL digital native liberal

  5. Digital Design… a case study

  6. Widener Leadership Works • Break-through, consistent messaging is the foundation across all platforms • Cohesive use of factual distinction and imagery in iconic settings • Diverse media channels guided by best practices in design: Broadcast, literature, print, outdoor, digital display, email, and search

  7. Digital Design Best Practices • Focus on offering a customized but not disconnected web experience to users • Visuals can bring big wins • Content does travel • Move budget to where consumption occurs • Multimedia engagement • Measure and optimize

  8. Digital Design • Strong, clear CTA • Concise message • Emotional imagery • Headline should match the CTA that drove them there • Don’t waste valuable real estate • Review multiple devices

  9. Tablet Phone Desktop What is “Responsive Design?”

  10. How do we extend this to multiple media?

  11. How do we know what’s working? Always be measuring

  12. Landing Page and Media Optimization • Strong response during overall media flights • Heavier mobile composition than main campaign • Higher engagement from digital media links • Lower bounce rates • Continuous A/B testing against creative and copy

  13. Overarching Results • Yield was more successful than anticipated • Best prepared class in terms of academic profile • Schools and programs see enrollment increases • Widener awarded for multi-media advertising programs Net: Integrated communications program – digital media, PR, traditional publications, events -- presenting Widener University strengths in an effective way

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