Creating a Marketing Culture to Effectively Measure Creative Performance

    Creating a Marketing Culture to Effectively Measure Creative

    As marketing automation has spurred measurement in clicks and downloads, creativity has become a crucial part of differentiation that has been lost in a ‘sea of sameness.’ Marketing leaders need to assess creative performance and build a culture that encourages it.

    According to the In-Source and inMotionNow 2020 In-House Creative Management Report, 55 percent of creatives rarely receive quantitative feedback on how well an asset performed with prospects and customers.

    The impact on marketing is significant, particularly in the digital environment, when B2B purchasers cannot distinguish between the digital experience of one B2B brand with another.

    The primary task of marketers is to make their services and products stand out in the marketplace. But why aren’t they succeeding?

    Also Read: How Social Media Marketing Fosters Digital Connections

    They use the same tools and track the same metrics. As a result, they’ve shifted their focus away from anything that can’t be measured in terms of downloads, clicks, or other transactional metrics. Marketers have undervalued branding and creative, which are less obvious but arguably more strategic parts of marketing.

    Unfortunately, creative teams are viewed as cost centers instead of realizing that the magic of creatives drives performance marketing. As a result, the culture of creativity has waned in marketing. It’s critical to have processes and measurement frameworks for creatives in the same way that marketing operations have them.

    The first important task is to change the marketing culture and views about creatives. Here are a few ways to do so:

    Invite the Creatives Team to the Strategy Table

    Creative teams showed remarkable resiliency throughout the pandemic. They gained new technical skills and contributed significantly to the remote work transformation.

    Bringing in the creative team to help with strategy has two significant advantages. First, it allows them to apply their problem-solving skills to marketing. Second, once a campaign is completed, metrics can’t simply be sent back to creative. Including the creative team in the strategy process provides context for understanding performance measures and metrics later.

    Examine How Performance Data is Shared

    Most of the measurement data being collected may be stuck with the performance team. While marketing leadership may be analyzing the data, creatives are unlikely to have the same access. This makes it impossible for creatives to understand what’s working and improve their performance.

    Also Read: The Significant Role of Big Data in Digital Marketing

    Build a Measurement Framework 

    Businesses may see gaps in metrics if they include creative at the strategy table at the start and the measurement table at the end. Measuring creative performance is significantly challenging, but it’s not impossible. Larger companies may be able to afford a brand survey, whilst smaller companies will have to rely on proxy measures like branded search.

    Businesses should not overlook the easy measures. For example, every creative briefing should incorporate prior performance data in its thesis and measurements of success at the project’s conclusion. Even the most basic marketing measurement trials can produce results; for example, a simple A/B test can tell if a brand logo delivers the best results.

    Data and Creativity

    Data and creativity are not mutually exclusive. Marketing should not abandon its pursuit of measurable results or its skillful application of automation and tools. With the help of MarTech, marketers have become overly reliant on tools and placed an undue emphasis on direct measurement methodologies. They’ve lost some intangible qualities that distinguish their brands along the road.

    The first step in the right direction is to combine data and creativity. It also necessitates the leadership essential to establish a marketing culture that prioritizes creativity while incorporating some of the data science they have learned along their journey.

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