More than four years ago I joined the analytics team as a Data Analyst with a local agency here in Romania.
Since then I’ve been saddened by how much we as marketers give in to the glitz of advertising. The shape our message takes, the packaging. Do not get me wrong, it’s very important. But I am sad to see people focus on the shape more than on getting the right message to the right audience.
They ask me why their ad/campaign did not perform well. Was it the stock photo? The logo in the corner, the animation on their banner, their GIF, their smaller budget? Most of the time it’s not that. It’s us not getting the customer, not understanding why they would click on our message, why they’d take time from their job/music, in their headphones/hobbies/friends/dating apps/family, and invest it in our piece of content. It’s us not showing them the respect they deserve and not trying to provide added value to their life.
I’ve seen awful quality photos deliver most conversions (they had good USP) , I’ve seen tech support videos done right drive more engagement and brand loyalty than shinny preroll ads brands paid $$$$$ on. That’s because they serve a purpose, they answer a need on the customer side.
Now, do you still want to talk to me about the new GIF option on LinkedIn?
English 
Romanian