Creative that converts, with Evan Lee: head of partnerships at Motion
Creative is the variable. Evan Lee is now Head of Partnerships at Motion after previously leading Creative Strategy. Motion is a creative analytics platform, so Evan is as close as anyone to seeing what works, what doesn't and how important creative is in achieving marketing success. If anyone is qualified to talk about the importance of creative, how to develop killer creative briefs, how to analyze and iterate on creative performance… it’s Evan! This is a must listen for every brand owner, marketer, creative strategist...anyone in marketing! Highlights from the episode: Creative is the Variable: With data loss, creative is the new targeting. How brands and marketers need to think differently about their creative strategy and production. How to structure your creative and media buying teams for the most successful results. How Motion helps creative strategists and media buyers with visualized and customizable reporting with easy metrics broken down by funnel stage, making it easy to understand what creative is working, what’s not and how to iterate. Research and personas: The creative strategy process starts with thorough research to understand the target audience and target personas. How to craft high converting creative: from hooks to CTAs, optimizing for Thumbstop ratio, with the help of Motion Metrics: individual creative reporting by funnel stage The importance of a killer creative brief, and how to develop them for maximum results. The creative strategy flywheel: A consistent process of research, ideation, briefing, content creation, evaluation, launch, and creative analytics forms a creative strategy flywheel for ongoing success. Making "ugly" modular ads: Iteration and modification of creative elements can lead to improved performance, even if the initial creative is working well. Experimenting with different thumbnails, first three seconds, CTAs, and more to optimize creative content. What role will AI play in enhancing various aspects of the creative strategy - without replacing human creativity and decision-making. Supercharge your team’s workflow to bridge the gap between media buyers and creatives: https://tinyurl.com/motioncreative Follow Evan on LinkedIn: https://www.linkedin.com/in/evanlee14/