November 13, 2019.
Written by Sharoon Emmanuel
In today’s digital age, the greatest marketing intersection is where creativity and data meet. According to a recent study, slightly over 40% of marketers claimed that their company’s marketing strategy is driven by a mix of both.
C-Suite, particularly CMOs are consistently working on data, creativity, strategy and innovation to navigate towards success.
In traditional organizations, creativity and data sit in separate silos, however, the new ecosystem requires us to use both the right and left sides of our brains. Though this is a natural divide, where we’re either art or we are science. Breaking barriers between creative and data teams, companies should now empower them for mutual benefits on both ends.
Now, it is all about experiences. Instead of just having a clear value proposition, consumers are now expecting a key role of technology to enhance storytelling. From augmented reality to connected experiences across the physical-digital divide, companies can uncover various dimensions of consumer experience.
From analytics to business intelligence, data plays a key role to practice creativity, enables seamless experiences and manages the business holistically thus allowing to respond to the supremely dynamic nature of the landscape.
With more data at hand, businesses can drive more personal relevance for audiences by forestalling human needs, reducing noise and unwanted clutter to refine the art. By following the data trail, brands can identify content that delights consumers in an increasingly multi-channel world.
Adopting a more rigorous and forward-thinking approach to building powerful marketing solutions through the application of tools and techniques, marketing professionals are transiting to a new protocol, called Marketing Engineering. By reinforcing the 3Ps model—prediction, personalization and performance— marketers are ensuring campaign success in today’s increasingly data-driven marketplace.
Leveraging tools and methods that revolve around creative experimentation and providing deeper predictive insights, brands can better decode what influences purchase behavior to tailor their strategy accordingly.
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Data with vision enables brands to explore different scenarios, ask the right questions and most importantly extract meaningful insights to inform creative decisions. When people from creative and data department work together, logic meets magic, creating an overall powerful impact.
Spotify Case Study: The company harnessed user data for fantastic and creative marketing campaigns. Utilizing real-time data acquired from actual app users, Spotify initiated a new phase of its data-driven campaigns that comprised of outdoor billboards suggesting humorous goals, such as missing a dinner invite because the host added certain songs to his music playlist. This campaign connected individual data points to broader cultural insights.
1. Build a Data-centric Culture
Create cross-functional teams and empower diverse roles to expand your data readings and interpretations. Allow creatives and data analysts to work together to brainstorm and integrate learnings to generate ideas and find solutions. When analyzing the data together, creatives and data analysts can dive beneath the surface to uncover powerful insights and understand emotional triggers to refine their strategy.
2. Uncover Human Behaviors Driving the Data
Marketing professionals must understand the emotions underlying data. While people from the creative teams have a good receptivity to human truths and pain points, data analysts however, know how to interpret different data sources and map them with the journey. Teams who understand precise and connected engagement have the aptitude of unlocking greater campaign success.
Netflix Case Study: By utilizing user data to drive actions, Netflix built targeted series like “Orange Is the New Black” and “Stranger Things” to promote it to the right set of audience. Using this data-centered approach, the company acquired 100 million users and observed 58% growth of share prices in 2017.
3. Make Data Accessible
Data shouldn’t only be accessible to the ones that are able to interpret it, rather it should be available at everyone’s disposal to make more informed decisions. By promoting data insight workshops with internal teams, companies can foster greater collaboration.
Snickers Case Study: The brand’s global Hungerithm campaign empowered a connected engagement project that adjusted the price of in-store snickers according to real-time internet sentiment analysis. During the campaign, the brand received over 150 updates in a day and discounts sometimes exceeded 80 % depending upon the data received. By analysis of social sentiment combined with pricing highlights, snickers changed the customer experience game.
As a progressive brand, you need to keenly look into fresh conversation topics, buyer’s journey, behaviors and data to strike right. Also, identifying personal triggers that could better shape conversations and lead them to conversions.
To win customer loyalty, companies should create personalized, engaging and memorable experiences that center on interests, passions and problems.
Solve the data-versus-creativity conundrum by searching for human meanings behind the numbers until you derive the new gold standard of driving connected engagement.
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An overreliance on either data or creativity can be the quickest path to failure. Businesses that are able to seamlessly integrate data and creative can empower creative teams to access and understand data and allow data teams to think more creatively.
To learn more about how our digital media agency can help amplify your marketing efforts, connect with us today.
Originally Published July 22, 2019 12:00 AM, Updated July 30, 2019.