Want to grab attention? Then, get creative!
They fill our social media feeds, interrupt our web browsing, invade our inboxes and punctuate our TV viewing or radio listening. They stare at us from billboards, the backs of buses and the pages of magazines and they drop through our letterboxes.
And we ignore practically all of them!
We’ve become so used to the constant entreaties to visit here, eat there, buy that or want this that few now register fully with us.
So how can marketers hope to break through the barrier to our conscious and ensure that their product or service is one we will remember?
By getting creative!
Creativity in marketing is the catalyst that transforms ordinary ideas into captivating messaging, allowing brands to engage, be memorable and connect with audiences on an emotional level … and emotions, of course, drive decision-making.
It’s why creative campaigns repeatedly produce higher returns on investment.
Audience behaviour experts Nielsen calculate that creative has a 47 per cent ‘sales contribution’ to advertising effectiveness – more than any other input – while research by the World Advertising Research Centre and Kantar found that high-quality creative drove four times the return on investmentof low-quality creative.
David Tiltman, Senior Vice President of Content at WARC, is emphatic.
“The evidence that creativity works has existed for years,” he says. “Pretty much every time anyone has looked into it, creativity has always come out as the biggest variant that can determine campaign success – or, at least, the biggest one a marketer can actually control.”
Quite simply, creativity is the thing that drives what we share, talk about, debate, and, ultimately, buy.
And more and more brands are demanding it from their marketers.
Bernard May, CEO of award-winning US digital marketing agency National Positions, says: “Customers have a thirst for creativity — something that breaks through the noise and makes them pay attention. Businesses and brands will forever need creative strategies to progress.”
But what do we mean by creativity in marketing? Is it more imagination or innovation? Is a creative marketer more artist or entrepreneur?
Historically, the term marketing creative has been associated with the words and imagery that go into promotional campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers now also need a clear understanding of factors such as data analytics, customer experience and product design.
And these changes require a new way of thinking about creativity in marketing – one which is part of a strategic approach, acknowledging the importance of brand-building and delivered with the target audience very much front of mind.
So, how can companies address the creative challenge? Here are seven key steps to consider:
Encourage your team to critically evaluate and question established industry norms. By challenging conventional approaches and brainstorming unconventional strategies, you can develop creative campaigns that truly stand out and capture market attention.
Remember what Albert Einstein said. “Creativity is seeing what everyone else has seen and thinking what no–one else has thought.”
To achieve groundbreaking creativity, foster a culture that supports and rewards calculated risk-taking. Encourage bold, innovative ideas that may seem daunting at first. These can lead to the most memorable and effective campaigns.
Enhance your creative processes by integrating skills and perspectives from different fields. This collaboration across disciplines can spark unique ideas and solutions that a single-focus approach might never uncover, leading to richer, more effective outcomes.
Every marketer believes that customer experience is important. But most marketers only focus on the parts of that experience under their direct control. Creative marketers take a broader view and pay attention to the entire customer experience. This includes the product, the buying process, the ability to provide support and customer relationships over time.
In a fragmented media landscape, it is more difficult for marketers to increase awareness and build reputation just through paid media and PR. People are the new channel. Amplify impact by inspiring creativity in others. Treat everyone as an extension of your marketing team: employees, partners, and customers.
Memorable creative often involves storytelling to encourage the audience to relate to a brand. Simple stories well told are most easily recalled. Those with relatable situations – featuring ‘people like me’ – are more effective.
There’s little value in creativity just for the sake of creativity. A campaign will miss the mark if no-one associates it with your brand or if it is not driving behaviour to support your strategic goals.
Purpose Media creative lead Alan Chaffe says the power of strong creative in marketing should not be underestimated.
“It’s not just about campaigns that look good; it’s about crafting experiences that resonate, inspire, and drive action,” he says.
“Creative has great power, regardless of where, when and how it runs. Apple’s ad to introduce the Macintosh computer remains one of the most talked about of all time — even though it ran only once on TV … 40 years ago!
“Google’s Year in Search, which explores the emotional stories behind the most frequently explored search terms every 12 months, has helped position the business as essential to the way we learn and understand.
“And, as the marketing landscape continues to evolve, those who prioritise creativity will lead the way, setting new standards and redefining what it means to connect with an audience.”
Want to chat about how Purpose Media can help you use the power of creativity to achieve your business goals? Get in touch at enquiries@purposemedia.co.uk.