Reusing & Adapting: How to Get More From Digital Marketing Assets

Digital marketing is a proven way to reach audiences online. The right digital experience or digital innovation can bring attention to a brand new product or increase a brand’s customer database. Here’s how your business can get more from your investments in digital marketing assets.

(In this article, the phrases digital assets, digital tools, and digital experiences will be used interchangeably and will be used to refer to digital innovations that are used to market to audiences online e.g., online quizzes, free downloads, social media hashtags, interactive infographics etc.,).

Ever heard of a patch? No, not the type worn by people looking to quit smoking or the ones worn over the damaged eye of your favourite pirate. I’m referring to patches made by gaming developers and application developers to improve, update, and make changes to existing games or apps respectively.

While it doesn’t strictly work the same way, many of the elements of how patches are done apply to one of the main ways businesses can get more from their investments in digital experiences: the adapting and repurposing of existing/previously used digital marketing campaign assets.

Adapting digital marketing assets

Digital innovations – while very much worth investing in – can be expensive. The great thing about them, however, is that they don’t have to be used in a one-and-done manner; it’s possible to re-use them for future online campaigns.

Be it changing the presentation of a microsite or changing the gaming mechanics of a previous gamification-inspired digital campaign, creative digital agencies can reskin or adapt existing digital assets for their clients.

One example of this is a bespoke gift finder that our digital agency built for beauty company, The Body Shop. A tool with intuitive UX design customers could use to find the perfect gift, the original version was part of the brand’s Christmas campaign.

With the gift finder being so successful in both helping customers and increasing sales, The Body Shop asked us to adapt it so that it could be used for other major holidays including Mother’s Day. We were happy to oblige and charged the client only 50% of what it would have cost to build another gift finder from scratch. This charge covered adapting the existing asset with a new design so it aligned perfectly with the new campaign. It also included making sure the final innovation was up and running, adapted to function in a way that was intuitive to how the audience would interact with it.

Repurposing digital marketing innovations

An example that leans more towards repurposing is the work our web development agency did for Zizzi, an Italian restaurant chain.

Zizzi wanted to increase product awareness while engaging their online audience during the Christmas period. Our digital Christmas campaign specialist team built a beautiful, fun, and engaging advent calendar that offered people the chance to win different prizes over a one month period.

With the Christmas advent calendar being a success with 34,000 people entering for prizes, the client tasked us with developing an engaging campaign to bring attention to the launch of their new Mediterranean menu.

Being an agency experienced in gamification marketing and knowing how successful it has been for our other clients, we decided a gamified digital experience would be perfect for this online campaign. Using the coding foundation we used to develop the advent calendar, our team repurposed it to build a game for Zizzi that was a foodie take on fastest-finger-first.

Players were given an incentive to take part in the game in the form of a chance to win daily prizes and entry into a draw to win a holiday. The game generated 25,000 entries; another digital marketing success gained by repurposing an existing digital asset from a different campaign.

5 Benefits of adapting and repurposing digital marketing assets for your brand

1. It’s cost effective

What company doesn’t want to save money on a campaign when possible? Adapting a previously used digital experience can bring down the price of a new campaign, especially if the digital agency who worked on it offers a discount like ours does.

2. It provides a bespoke experience

Just because you’re reusing a digital tool for a new campaign doesn’t mean it can’t still have the bespoke elements of the original and provide a unique digital experience to your audience. Good UX design agencies are able to keep or improve on the USP that made the first version of a digital experience stand out.

3. It pushes digital innovation

Using digital innovations like games and tools like gift finders as part of digital marketing campaigns are proven ways to show how much of an innovator a brand is in its industry. Repurposing digital assets is a way to continue maintaining this reputation, which can separate a brand from that of its competition in the eyes of audiences.

4. It’s efficient

Reworking an existing digital experience to create something new for a campaign is an efficient digital marketing strategy. Building on an existing asset is a great way to achieve profitable marketing productivity.

5. It allows for faster turnaround/delivery time 

Because the foundational work has already been done on its original version, a repurposed digital asset can be developed and delivered quicker than developing a whole new asset from scratch.

From gamification to online booking tools, advent calendars to gift finders, our creative digital agency builds bespoke digital experiences for clients across a variety of industries. We understand the importance of cost effective and efficient marketing to our clients so we develop these digital innovations in a way that allows them to be innovatively reskinned, repurposed, and reused for future digital marketing campaigns. This allows clients to get more from the investment they’ve made in assets for digital campaigns.

Get in touch with us and discover how we can do the same for your brand.