In data-driven marketing, the challenges of developing relevant creativity are constantly evolving. However, combining creativity with the right data at the appropriate moment can help CMOs achieve their objectives.
As big data dominates today’s businesses, how has the usage of data in advertising affected the creative side of digital marketing? Is data-driven marketing suffocating a more creative approach to campaign strategy and execution? Although those on the creative side of the house may believe so, the reality is that data can significantly influence creative in new ways. So, let’s take a look at what data-inspired creativity is all about.
Before big data, and to a significant extent even today, marketing leaders used a restricted set of metrics to see if their content was resonating with their target audience. Most CMOs are content with email marketing as provided the open and click-through rates are within industry averages.
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This is where big data and identity marketing come into play. Now that data is available for every area of marketing and advertising, many companies have unrealistic expectations that every campaign will be a huge success since it is based on data. The jobs of marketers and marketing budgets are dependent on campaign results, personalization, and targeting, with less focus on creative content.
The need for collaboration
When it comes to data-inspired creativity, data insights serve as a creative compass, leading to content that engages customers. The granularity afforded by technological advancements such as identity graphs, enables creative content to be tailored in a variety of ways for extremely specific audiences. Taking the effort to design those personalized messages will invariably yield better results than the broad generalities of the past, when a single creative approach was required to reach a larger, more diversified audience.
This actually makes the job of creative marketer more compelling. Where some creatives might have been discouraged, now there’s an opportunity to flex more creative muscle to directly appeal to targeted buyers. It’s a more sophisticated way to connect with consumers using language and imagery that resonates. Data regarding customer behavior and preferences can assist creative professionals move outside their own preconceptions, and establish empathy with their buyers. It drives creativity and excellence by pushing marketers out of their assumptions and expectations.
Data scientists and marketers need to work together
Emotional storytelling is built on collaboration between marketers and data scientists. Because consumers can recognize themselves in the scenario being portrayed, stories are one of the most effective marketing strategies. It becomes more relatable the more precise and comparable it is to their own situation. A skilled marketer would employ data insights to create the details of a highly relatable scenario in which a product or service gives the exact solution required.
When data scientists and marketers collaborate, it’s critical that both parties appreciate one other’s skills and don’t go overboard. Marketers can use the appropriate strategies to leverage on the insights that data scientists decode from large swathes of data.
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Internal creative marketing
As a result of the transition to data-driven creativity, more businesses are developing in-house creative marketing capabilities rather than outsourcing it to agencies. The nature of identity-driven marketing with data scientists is that it must be adjusted swiftly as performance data becomes available. The constant tweaking – perhaps a phrase or an image here and there – is better suited to an internal staff that can move swiftly using a self-service ad buying platform. It would be counterproductive, as an agency may have a longer response time.
As vast volumes of data can be intimidating, starting with one clearly defined data signal is a smart place to begin. Make sure it’s actionable, such as consumer behavior that indicates they are about to purchase something. Then, generate creative that appeals to that particular customer.
Marketing leaders must look beyond big data as a tool for merely optimizing outcomes. Optimization is crucial, but not if it solely leads to repeating what has previously worked – it is a limited approach that will only restrict creativity. Instead of allowing past outcomes to determine future choices, CMOs should use them to motivate their next steps.
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