Personally, I think the main challenge for any creative team lies in the added breadth of considerations and outputs expected by the modern day client. If the customer data allows for multiple segments and targeting options, it can soon become quite a complex thought process where sound planning and oversight are essential.
Keeping a close eye on the overarching creative proposition is key when producing a variety of content, whether that is image or copy – teams must always stay true to the creative idea. Ensuring the same brand message is tailored for each customer segment, while retaining targeted relevance and campaign integrity. Failure to do so can result in a diluted message, which can ultimately lack creative cut-through.
With more data insight comes more knowledge, so creative campaigns should in reality become much smarter. With the added ability to integrate more data in a timely and highly targeted fashion, it will open up more opportunities to communicate with relevance to an audience you know more about.
But while a data-driven campaign doesn’t necessarily mean limiting creativity, there is always the risk that it could.
The opportunities lie in the quality and clarity of insights that brands can gain from their data. Insight can provide a unique angle on which a creative team can hang their campaign. A brilliant or unexpected piece of insight could and should form the basis for the perfect creative campaign brief.
Nurturing a creative culture with brands, both internally and with the agencies they work with is becoming widespread. Great ideas can come from anywhere, so a hunger to reinvent and explore new opportunities is important.
By being open to input and ideas from all areas of the business – often the best ideas are born in the strangest places. Learn from where you have been and what you have done, then explore what the future could be… using technology as the vehicle.
Embrace programmatic marketing and the opportunities it presents creatively. Spend the time understanding your audiences - this is where the magic will happen. Foster this point in the process, where creativity, insight and technology can meet. Measuring the outcomes and then feeding them back into the creative development should then provide exponential returns.
Having a more defined audience to target will allow for much more focus when it comes to creative execution. The reliance on shouting the loudest should shift, towards an incisive dialogue, where you can be more personal and admissible with consumers. It also creates some restrictions in which to work; which if approached with an open mind can help focus towards a creative goal.
Marketers must plan and invest time and effort into innovation, with a single-minded view on what it means to their brand and what it should ultimately achieve. Ultimately marketers need to ensure their brand and its values sit centrally to all activity. Be smart, but remain true to your brand.
By Paul Normington, creative director Amaze & Amaze One
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