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Brands in the modern marketplace have plenty of tools designed to efficiently capture consumer attention. But with overflowing inboxes and ad fatigue on the rise, how does one choose the right kind of text or visual for the task at hand? As the media landscape seems to overflow with new forms of media and ways to reach people, it can be overwhelming to select one that accurately conveys a client’s stated needs. The message itself can feel far easier than the medium. For this blog, Blue Orchid Marketing is going to get into the basics of three tried-and-true methods that can drive engagement and send the right message in different sorts of ways. Read on for a compare and contrast of three tactics in popular use today: Advertorials, Infographics, and e-blast campaigns.

The Contenders


Paid content that seeks to mimic the format, structure, or general “look” of informative articles or videos, subtly yet effectively promoting a brand within a trusted publication. These can be excellent choices for a more formalized, in depth, or “authoritative” form of copy, particularly when targeting one specific demographic.


Eye-catching visuals that condense complex information into easily digestible charts, graphs, and icons. They make liberal use of bullet points, bolding, and other structuring choices to increase retention of a few key info points or make complicated ideas a little easier to comprehend. Perfect for today’s short attention spans and very shareable on social media.

Eblast Campaigns

Targeted email marketing blasts promoting products, services, or brand updates directly to a subscriber list. These have the unique advantage of going out to exactly the right people at exactly the right times, meaning they boast pretty stellar rates of completion and offer laser-focused targeting based on subscriber data.

Goals and Methods

Each option has its perks, and you should pick them based on your goals.

  1. Building Brand Credibility: Advertorials are your champion, fostering trust and brand awareness within established publications.
  2. Simplifying Complex Data: Infographics reign supreme when you need to translate complex information into easily digestible visuals.
  3. Targeted Promotions: For direct, targeted product or service promotion, eblast campaigns are your go-to.


Whatever method you like best, the key to success is understanding your target audience and crafting compelling content that resonates with their needs.

Confused about which marketing materials are right for you? Contact us! You can give us a call today at 203-746-5901 or send us an email at to learn more about our digital marketing services. We look forward to hearing from you.