Lori Senecal, the Global CEO of CP&B, spoke her mind regarding the changing strategies of ad campaigns in the digital era and advised what can ensure an effective advertisement. She said that each marketing campaign should be focused on achieving three major results. Firstly, the campaign should carry a specific message that is well-targeted and reaching the intended audience. Secondly, the message of the campaign should be well understood by the audience. Thirdly, the targeted audience should feel inspired with the message and prompt them to act.
Senecal also advises that social media platforms are offering greater advertising opportunities as they are vast and diverse with its user base. Since most of the users are accessing the platforms from mobile devices, the marketers should plan campaigns that are optimized for mobile device screens. Rather than looking for likes, the brands should target engaging contents. The advertisers on Facebook should follow a cohesive end-to-end strategy clubbed with post-sale customer service. The contents in social media should have a visual appeal with vivid color combinations and creative captions. Visit Adweek to know more.
While coming to digital advertising, Senecal feels that images and videos would create a stand out in the advertising landscape. Innovation in ad campaigns will supply greater results. She says that digital marketers should focus on connecting to emotions of the viewers and inspire them to share. Also, using real people in campaigns ensure a greater sense of connectivity to the viewers, and it should offer a pleasant viewer experience to make them attached to it. Check out Crunchbase for more details.
Lori Senecal has more than a decade of expertise in the advertising industry and considered to be one of the most influential executives in the advertising space. She started her career with McCann Erickson in 2003 and worked with a number of advertisement firms in various leadership roles.
Lori completed her Bachelor of Commerce in Marketing and Finance from McGill University before joining the advertisement industry. During her days at KBS, Lori Senecal named as “Women to Watch” by Advertising Age. In 2013, she was honored with Quantum Leap award by AWNY Game Changer Awards for her inspiring leadership and innovation inside the firm.