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Design and Copy: A Shared Approach to Digital Marketing

Setting 1:

You are driving down the highway and you notice a billboard sporting a picture of cupcakes. No store details and no directions. Your mouth waters but you drive back hungry. 

Setting 2:

You are parked in front of a food truck with a signboard of black text on a plain white background saying “Cupcakes available”. It doesn’t give you any cravings and you drive away. 

Setting 3:

You are on your daily run in the neighborhood and you spot a signboard with “Creamy and lip-smacking cupcakes available to satisfy your cravings” placed proportionately on a picture of delicious looking cupcakes. There! You forget all about your run and walk into the store to gratify your tastebuds.  

Digital Marketing Settings

Design went up in the air. So did copy. Allied forces of design and copy won the fight. It always wins, not only in offline marketing but just as well in digital marketing. Digital marketing is rising to the position of power because of its cost-effectiveness and global reach. Its benefits are many. But what makes digital marketing methodical and effective? The fusion of design and copy in the right amounts.

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” – Leo Burnett

A visually appealing design pans to nothing with a poorly written copy. Conversely, an incomponent design paralyzes skillfully written copy. It doesn’t perform how digital marketing is expected to.
Years ago, copy was the icing on the cake of design but now it is clear that copy is one layer of the cake itself. From being beyond each other’s boundaries to working hand in hand and building on each other’s skills, copywriters and designers have come a long way in terms of digital marketing.

Roles of Design in Digital Marketing:

Roles of Design in Digital Marketing

60.8% of digital marketers say that visual assets are imperative to successful marketing. What shapes design as imperative?

1) Catches Eyeballs

A pair of words or a sentence takes longer to become visible without a design. The design draws interest to the digital marketing campaign. Without design, copy becomes a game board with missing dice.

2) Sets Environment 

The design sets the mood in compliance with what the copy conveys. A digital marketing creative with a picture of a cupcake and its copy saying “Buy your dream house” is worthless. Therefore the design gives a hint of what is conveyed in the copy. If the hint is misleading, it collapses the intent of the digital marketing campaign. 

3) Points to Copy

The design draws attention and thereafter leads the viewers down the path to reading the copy. The graphic elements of a good design make way for the copy to be read without overburdening either. 

“Good design is like a refrigerator—when it works, no one notices, but when it doesn’t, it sure stinks.” –Irene Au

Roles of Copy in Digital Marketing:

Roles of Copy in Digital Marketing

Copy draws 7.8 times more traffic and produces brand recall which brings higher engagement rates. What induces copy to drive traffic?

1) Informs

Copy conveys specific information to the viewer that design cannot. For example, the name and address of a store. Copy communicates the personality and clarity of intent of the digital marketing campaign. 

2) Salesman in Text

Copy possesses the energy to convince. Copy informs on the particulars needed to convert the viewer into a user. Copy urges the viewer to take an action and that satisfies the end goal of digital marketing campaigns. 

“Copy is a direct conversation with the consumer.” – Shirley Polykoff

Personal capabilities of copy and design may go downhill but a shared approach runs smoothly. The partnership of individual functions of design and copy sum up to success in digital marketing. Solidify your digital marketing goals with the best of both. Now you know what to expect from your digital marketer and how to extract optimum results from digital marketing campaigns. 



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