Three small marketing changes that can yield big results are: 1) Implementing the "gift effect" by marketing products as ideal gifts to tap into people's sense of urgency and increase brand loyalty. 2) Revisiting creative imagery to quickly engage audiences and ensure visuals fit with target audiences. 3) Considering changing coupon systems if they confuse online shoppers and cause cart abandonment, such as less intrusive coupon marketing.

1. Three Small Changes
that Yield Big Results in
Marketing
TORRENCE BOONE

2. “Less is more” is usually
not a go-to mentality in
marketing — especially
when the industry has
grown to serve an
audience expecting
quick, high quality,
organic content that is
both engaging and, in
many cases, reflective of
their interests and
priorities.

3. That said, despite the consistent need for an aggressive,
innovative approach, effective consumer engagement
does not always have to be the product of broad shifts;
sometimes, a few small changes can produce a
noticeable impact and maximize a campaign’s
performance. Here are three such changes that you can
easily implement starting today.

4. Implement the Gift Effect
There is a lot of power in gift-
focused product marketing: we see
this every year around the holiday
season when various toys,
electronics, and appliances (among
countless other products) are
marketed as ideal gifts for loved
ones, tapping into this audience’s
collective sense of urgency.
However, this tactic does not have
to be confined to one time of year.

5. By simply changing your copy to market a
product as a gift, you increase your chances of
not only garnering traffic, but also retaining
customers for years to come. In fact, studies
have shown that consumers purchasing gifts
from a specific brand went on to spend 63
percent more with that same brand the following
year.

6. Revisit Your Creative
Imagery is a time-tested piece of effective marketing, and, thanks to a
growing list of top-level image software, it is arguably more important
now than ever. Today’s consumers are moving at a faster pace as
they absorb content, and therefore, marketers must strive to build
creatives in a manner that will quickly seize audience attention.

7. With this in mind, a quick revisit of your
campaign creative could make all the
difference in increasing engagement. The
creative may simply need to be tweaked to fit
recent changes among your target audiences,
or perhaps it is time to build an entirely new
creative approach. Whatever the situation, a
visual audit is a low-effort, but potentially
crucial step towards stronger performance.

8. Consider Changing Your Coupon System
While coupons are typically
viewed as a consumer incentive,
they can also complicate an
online shopper’s experience
once they are ready to check out.
Research has found that many
shoppers abandon their carts
when prompted for a gift card
code; they are either confused by
the process or they simply do not
have a code to apply.

9. To remedy this potential issue, consider
finding less intrusive ways to market coupons
to your consumers. In this sense, take time to
imagine your overall user interface from a
customer perspective — what is seamless
about the coupon process? What is
misleading or hard to interpret? Regardless,
this small change could make a huge
difference in not only capturing audience
attention, but properly leading them to an
actual transaction.

10. Thank You For Reading!
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industry insights please visit
TorrenceBoone.net.