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How content testing helps traditional brands transition into digital marketing

07.20.21

For ordinary people, trying new things and moving beyond their comfort zone is risky but rewarding. For big companies, trying new things is necessary to stay relevant in an ever-changing world. Even the well-known brands that have decades in the market and hold a secure spot in consumers’ lives need to shake things up to connect with a new audience.

If you’re a marketer looking for a way to make the transition from traditional to digital media, here are three approaches that will make this tricky process of innovation much easier for you and your team:

The metrics you know, optimized
When it comes to marketing, you don’t have to abandon the old way of doing things. The truth is that no innovation stands on its own, and all technology does is introduce faster, more effective ways to work with the same elements that have always been here: human emotion, essential needs, and good old storytelling.

So the best way to start is to use your well-known metrics and KPIs in an updated and optimized way. Let’s talk about focus groups, for instance. Right now, technology allows brands to go beyond testing their new campaigns with the help of a small group of 10 or 15 people. In less than a week, you can analyze the performance of concepts, packages, ads, branded videos, and more with hundreds of users all over the world.

You can ask the same questions you always ask. But in this process, not only the size but the depth and validity of the information you can find is much greater.

Transitioning from massive media to digital spaces
If you have successfully launched a massive advertising campaign on TV, how hard can it be to publish the same ad on Youtube? If you’re reading this, you already know it’s not that simple. The audience is not the same, expectations and behaviors on the platform are different, and the style of the content (from characters to music to story and more) needs to be updated to be effective.

To help you move into digital spaces in a relevant way, you can test those elements with your new targeted audience. After that, you can discover what to do differently to catch their attention. At Synapbox, we use eye-tracking and emotional recognition technology to record your targeted consumers’ reactions to your content. Are they paying attention to your message? How do they feel about it? Do they recall your brand after watching the content? Are they now interested in purchasing your product?

These are just a few examples of the insights and best practices you can find with our content testing process.

Navigating the complex landscape of Social Media
Top brands have to find the balance between communicating with new audiences and keeping their loyal customers happy. How can your brand adapt to trends and speak the language of younger generations while also maintaining its identity and staying true to its values?

From branding or packaging to an ad for Instagram Stories, you can test any content before launch to understand how your audience (old and new) will react. Our data-based reports can help you review rational and emotional responses from participants with the combination of biometric technology and personalized surveys.

With these actionable insights, you can avoid the risk of being negatively criticized on Social Media due to the misinterpretation of your message and learn how to make your product and brand compelling for modern audiences.
Ready to start testing your content? Learn more about our holistic methodology!

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