Creating Effective Digital Marketing Assets

By Aoife Phelan,

At Core we appreciate all aspects that contribute to an effective Digital strategy. One thing that is often overlooked is the design of creative assets for Paid Search and Paid Social Advertising. Digital Marketing Assets are the visual advertisements used in campaigns. They can be in static format or in video format.

The design of an effective asset is only a small part of a digital campaign, however it is vital in drawing a customer in. Your digital marketing strategy may be planned to perfection, however, if the customer isn’t enticed to click on your ad because of unappealing visuals, all your efforts could be wasted.

As there is so much competition out there, it is important that you make the most effective assets to stand out from the crowd! There are many factors to consider when creating a digital marketing asset that is perfect for your brand. Here are some foundation elements that you should consider when creating yours:

  1. The Image
  2. Visuals
  3. Text Placement
  4. Content

1. The Image

Yes, the image must be visually appealing but there are technical elements to consider also. The image must be of High Quality – ideally 300 dpi. Paid Search assets come in a wide variety of sizes so it is important to have a range of landscape and portrait images that you can choose from. Don’t make life difficult by having a small range of image formats to choose from!

An advertisement is a chance to show off. Be sure to include the best of what you have to offer! Create a large bank of images that are relevant to your offer or brand.  You should have a collection of evergreen and seasonal images stored. This can include Christmas, Summer, Autumn, and any other seasons that relate to your brand – Preparation is key!

2. Visuals

It is important that customers understand who you are, what you are selling and why they should purchase your product or service. Every digital asset should include:

  • A Logo
  • An Image that is relevant to the product or service being advertised
  • It is preferable to have a CTA (Call to Action), USP (Unique Selling Point), Tagline

3. Text Placement

This is often an overlooked part of designing digital assets, however it is essential in ensuring that the customer understands your brand or offer. If the text is placed incorrectly, it could become lost among the other elements of the advertisement or it may simply be illegible! Here are some tips in achieving optimal text placement:

  • Clarity – This is the most important thing when it comes to text placement.  Use Simple Font that is clear and easy to read. 
  • Use a bold text colour that stands out against other elements of the advertisement.
  • Rule of thumb is to centre text however this can vary depending on the image being used.
  • Do not include too much text – keep it simple.
  • Sometimes it can be difficult to find an appropriate space to place text. If the text is getting lost, include a banner behind the text or try different text colour. Here are some examples:

4. Content

The team at Core have been assessing how to create the most effective digital marketing assets. We have carried out several case studies and found that while the visual of an advertisement is what catches a potential customers’ attention, it is the content that draws them in, leading to sales. Here are some tips we have learned:

  • Beautiful graphics grab attention but content is what draws customers in – get creative!
  • Include a Call to Action (CTA): This can be a USP, offer or discount etc.
  • The point of an ad is to promote your brand, product, promotion or service. Make sure that your asset addresses your objective!
  • Keep the info short and snappy – too much text confuses / bores the potential customer.

Here are some examples of assets we like:

While good graphic design is necessary, it is the content and overall digital marketing strategy of your brand that grabs the customers attention and will lead to conversions and sales.

About the author

Aoife is a Project Coordinator with experience in marketing and design. She has a keen interest in how these two areas complement each other. Aoife is a graduate from the University of Limerick with a Masters in Marketing, Consumption & Society and a Degree in Product Design and Technology.