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You may be surprised to see these two terms, “marketing strategy” and “graphic design”, in one statement, but in effect, they are intertwined. The dynamic world of digital marketing makes its players keep up with emerging marketing trends, including a focus on performance marketing and the proper usage of design systems.
In this blog post, we’ll explain how design systems work and how vital performance marketing software is for building successful marketing campaigns with user-friendly brand design.
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Before we dive into explaining the functionality of design systems and their importance for marketers, let’s define the term. So, a design system is your brand’s reference point.
Source: HYPE
It refers to a set of rules and standards that maintain consistency and uniformity of your brand design requirements. Simply put, it is a hub of all graphic design choices (colors, fonts, etc.) that you make.
Let’s take a look at what the best design systems include:
Graphic design serves as the visual cornerstone of any marketing campaign. In performance marketing, where attention spans are short-lasting, compelling visuals are the only instrument to hook online users and retain the audience’s interest. Thus, well-crafted design systems ensure consistency across various marketing channels and help brands be easily recognizable and memorable.
One of the best examples is the Starbucks logo. You can easily guess where a person has bought their coffee from if you see them holding a takeaway coffee cup with a round green logo and an image of a mermaid.
Source: Lippincott
Likewise, you will guess which coffee shop you are in, judging by the colors of the interior and the apron color of the baristas.
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Performance marketing is a data-driven approach to advertising. It means that only successful actions and conversions are paid (click on a link, subscription, lead submission, app download, sale, etc.). Thus, marketers always track their digital marketing campaigns to see how they can optimize them for better results in the future.
Let’s see what happens behind the scenes when marketers are trying to enhance their marketing strategy without unified online graphic design standards. Well, without the right design system, the design team has to start with a general concept every time and then tweak it after receiving feedback from marketers. That implies a lot of back-and-forth communication on emails, precious time wasted, and sometimes even missed deadlines.
But when the brand voice and graphic elements are clearly defined, the design team always has a solid base for a new template or design concept. In the later stages, design and marketing teams can even share real-time feedback to speed up the review process.
In case marketers want to repurpose existing content to enhance their performance marketing efforts, they ask designers to use interchangeable elements across graphics for faster turnaround time. Well-crafted design systems save precious time and effort when it comes to enhancing your performance marketing initiatives.
But when it comes to outrunning your competition, implementing the right design systems is just the tip of the iceberg. The real game-changer is utilizing a suite of marketing automation tools.
Today, mobile marketing is important as most online users access the Internet with their smartphones. For marketers, it means more mobile-oriented ad campaigns with engaging notifications, appealing email newsletters, social media advertisements, and more.
Most advertisers’ work is centered around tailoring interactions based on particular behaviors and preferences of a target audience to create engaging and memorable performance marketing campaigns. On top of that, they need to track warm and cold leads, find a “bottleneck” in a sales pipeline, and come up with ideas on how to reduce marketing costs.
Luckily, marketing automation software assists advertisers in this complex process. Let’s look at its main benefits for you as a business owner:
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Now, you know how marketing automation helps businesses strive in the digital world. But what about graphic design?
By combining marketing automation and graphic design, marketers can take personalization to the next level. Dynamic content, customized visuals, and personalized messaging can also be automated to create a truly individualized user experience.
Source: FSSI
In addition, marketing automation helps businesses collect priceless data and gain insights into user behavior online. Thus, graphic designers can draw logical conclusions using this data and make educated UX/UI and other design-related decisions. In other words, optimizing visuals based on what resonates most with the audience.
Moreover, such collaboration between marketing automation and graphic design streamlines the campaign creation process. When working cohesively, marketing and design teams put much effort into seamlessly aligning the graphic design elements with the automated workflows. As a result, they implement a thought-out design system and launch a unified and effective marketing strategy.
Again, people don’t read the text of an advertisement if they can’t guess what it is about within a few seconds after the first encounter on a social media feed. Conversely, they are more likely to get hooked when they recognize the logo or any other brand elements. Savvy marketers use graphic design elements skillfully to make people grab the idea within a second.
Source: BrandEquity
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The synergy of marketing automation and graphic design empowers marketers to create visually stunning and personalized campaigns that resonate with the target audience and drive more engagement and conversions. As technology advances, businesses need to embrace the collaboration between automation and design to maximize the impact of their tailor-made performance marketing campaigns.
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If you found this post useful you might like to read these post about Graphic Design Inspiration.
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