From “The CEO’s Digital Marketing Playbook”

“Build a creative strategy that is the wellspring for ads, landing pages, shared stories, etc. to make the Cost Per Acquisition cheaper and is Rich Media First (ex: video as standard, static images as backup). Pretty designs more often don’t sell and convert interest into revenue as does an intelligent and practical blend of DIRECT message SIMPLE calls to action, and crystal clear design and layout. Your customers don’t need as much as you think they do.”