With the online space more crowded than ever, brands must work harder to stand up to be seen and heard by their target audience. To successfully reach and engage as many potential customers as possible and deliver a coherent brand message, synergy must be at the heart of every marketing strategy. When it comes to consistent, synergistic marketing, quality creative design is essential.

Synergy can be broadly defined as a combined action or operation, where the result of a group of elements working together is greater than the result that would be achieved by each element working separately. So, in a marketing strategy split amongst several different digital channels, synergy means to use these channels at the same time, but in harmony, delivering a unified message for the most powerful result.

When you have a new product or service to promote, awareness will grow much faster when marketing across several channels simultaneously, rather than focusing on only one or two platforms. However, whilst different online marketing channels allow for different audiences to be reached, the overal strategy should have synergy – the message across all channels should be consistent in message, tone of voice and of course, visually. This is where creative design is so important.

There is absolutely no denying that design is a crucial cog in the marketing engine. It plays a vital role in attracting the attention of your target audience, conveying your message in a way that is easy to understand, builds trust, and generates engagement and conversions.

Capture your target audience

One of the key aims of visual design in your marketing mix is to attract attention and build brand recognition. With so much competition online, attention spans are short, so any online marketing campaign has to be eye-catching, visually appealing and communicate your message clearly. 

Without a marketing plan that is centred around design, it’s virtually impossible to build brand awareness in this day and age. Creative design ensures that you have a quality, visually appealing website, but it also makes your social media presence much more engaging and your display ads look professional to help you build trust.

Appeal to different audiences

With regards to marketing synergy, digital design services allow for attention grabbing designs to be made to appeal to your target audience. As you may be reaching a slightly different audience via separate channels, it can be tricky to get the balance of choosing colours, fonts and visuals to engage a specific demographic within your overall target audience, whilst always remaining cohesive with your brand and overall message.

As well as reaching different people via a multi-channel approach to marketing, it’s important to remember that multiple channels also help to reach the same audiences from a number of different platforms. For example, a person that saw your bright and engaging social media assets and visited your website may also be targeted by a Google display ad or your social media paid advertising campaigns. As a result, consistent visual design across all channels provides synergy to ensure users take notice of your brand.

Build trust via a cohesive message

Effective design not only makes a good first impression, it helps to build trust by delivering a cohesive message. Good creative design creates a visual representation of your brand that accurately, and most importantly, consistently conveys the values of your brand and the marketing message that you wish to communicate.

Remember, the modern consumer does their research before making a purchasing decision. Even if they are not targeted by multiple marketing channels, the chances are that if your marketing campaign captures their attention via one channel, they will then seek out your brand on other channels, so it’s important that the visual representation of your brand identity and message is consistent, coherent and immediately recognisable across all digital channels.

Well executed design can be incredibly effective, so it’s important to take design services seriously. Professional designers have the technical skills to bring your ideas to life, creating eye-catching visuals that will capture the attention and gain the trust of your target audience across each marketing channel, from engaging social media assets, to appealing display ad visuals and a professional looking website.

Get in touch with our team of creative designers to achieve synergy for your online marketing strategy.