DISCOVER

Every movement begins with a moment.

Creative and Data: Which One Is the Chicken or the Egg?

Posted 11 August 2015 9:00 AM by Nica Russell @MoxieUSA, @IamNicaRussell

Data has always played a role in advertising — even in those Mad Men, golden-age-of-creativity days. The only thing that’s changed today is the specificity and sheer volume of it.

Instead of simply telling you the gender, age and income of your target consumer, today’s analytics paint a much more elaborate and detailed picture. Political leanings, musical preferences, favorite hobbies, hair color and even your target’s preferred brand of jeans can be gathered and compiled to create a profile. Basically, analytics has the ability to find out just about any information imaginable — so long as that person has agreed (either actively or passively) to provide it.

The impression, once king, has been dethroned. In today’s crowded marketplace, consumers are bombarded with over 100 marketing messages a minute, so it doesn’t matter how many people see your TV spot or your banner ad. Engagement is the new standard, and downloads, clicks, follows, likes, favorites, posts and hashtags are the new currencies.

So what does that mean for agencies? Well, it means that they can no longer be creative for creativity’s sake. Gone are the days of “we’re running this campaign because it’s the one my wife liked.” Today, agencies need to be able to gather, interpret and weigh data to explain to clients which elements of a campaign are working and — even more specifically — what type of actions they are driving.

And what does this increased focus on data and analytics mean for the future of creative? Well, it’d be natural to assume that it might play an ever-shrinking role, but that’s not the case. In fact, it’s the real-time data that analytics provide that allows creative to be more nimble. If a campaign isn’t resonating with the target audience, it can be adjusted on the fly. And the best part? Increased metrics lead to deeper, more meaningful consumer insights, making clients more likely to test new ideas. And that’s something that every agency can get behind.

Bottom line — analytics are not something to be feared but embraced — especially from a creative standpoint, where the union of the two is fueling the next generation of smarter, more effective advertising.

Share:

Add your comment

 
 

 

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.