With the rapidly increasing advertising costs and the decreasing attention spans of the audience, it has become a challenge for brands to capture the attention of their audience. An average customer is exposed to about 3,000 advertisements daily. With a plethora of brands out there competing for top-of-mind awareness, it has become crucial for brands to look out for innovative and interactive ways to connect, communicate and engage with their target audience. But how do brands break the clutter and establish a connection with their audience? Let us explore more about this concept of marketing through this blog.
One such trend that has been seen rapidly gaining popularity in recent times especially on social media channels is minimalist marketing or minimal marketing. Minimal essentially means less. This means using of lesser elements and focusing only on the core message. The strategy of this marketing tool is to focus on quality over quantity. This makes it easy to draw the viewer’s eye to the important message being communicated. Using minimal content, the chances of getting the undivided attention of mobile customers increases. This minimal content could be in the form of imagery, words or even videos. Using this form of marketing, brands are effectively able to communicate with the audiences. The emphasis is on creating a clean and simple design that focuses on one message to be communicated.
Through logos, social media creatives, advertisements, tag lines and other communications by a brand, an approach leaning towards minimalism is now being practised by numerous brands. Facebook, Instagram and Twitter are platforms wherein minimalist campaigns are used the most by brands. This strategy essentially focuses on keeping the message short and simple that is easy to comprehend by the audience. Minimalism is not about a one-colour scheme for the entire design, rather it is about a combination of thought-provoking design, neat visuals and clever copy that is instantly able to strike a chord with the audience.
The sine qua non of minimalist marketing is that it relies on strategy and planning. This has been a game-changer in the marketing and advertising world. This also reduces the times spend on creating multiple reports and analysis. Minimal communication is visually appealing and makes the content stand out. For the audience, it is quirky, witty, creative, easy to comprehends, snackable and relatable.
With the advancement of digital platforms and the audience becoming active consumers of content rather than passive consumers, minimalism will become more dominant. After the wave of coronavirus pandemic, brands have been forced to look out for newer creative and interactive types of content and explore new marketing strategies. Minimal content is more effective, efficient and can reach a wider audience at marginal costs. This also aids in creating an association with the brand, boosting brand recall and develop a liking towards the brand.
When a brand eliminates the inessentials and the focus is honed, it can help become more productive, earn more revenue, eliminate wastage, reduce the usage of resources and gain a better return on investment. In a world filled with clutter, minimalism is a breath of fresh air.
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