It can be tempting to see digital as a highly measurable, metric-driven environment that does not require the flair and emotion of above-the-line advertising.
However, while counting clicks, impressions and views can help marketers gauge effectiveness, injecting creativity into digital can take an advert from noise on a web page to thumb-stopping content in three seconds flat.
Pizza Hut UK CMO Beverley D’Cruz argues that just because digital is highly measurable doesn’t mean it should be boring or mundane. It is crucial for the pizza delivery giant to stand out in digital given 80% of its business comes from consumers interacting with the brand online. For Pizza Hut, telling a strong story makes a difference, but the story must add value to people's lives.
“As much as digital is a measurable space, it is a space where consumers are coming to be engaged and entertained in lives that are so busy and so stressed,” D’Cruz points out.
“I use my phone as a mechanism for stress relief from everything else happening in the world. So, yes it’s a mechanism to drive a sale, but it’s also a mechanism to engage the customer.”