The concept of measuring creativity can be a tricky one. After all, an ability to view the world in a different way, respond to it, and make connections that might otherwise be overlooked by others can appear to be largely unquantifiable.
As we continue to see the most creative brands driving even bigger and more impressive results, however, the concept of ingenuity is something that simply cannot be overlooked, particularly by businesses looking to set themselves apart throughout 2020 and beyond.
Performance vs brand building: do I need to choose?
Although making sense of artificial intelligence, digital channels and technology is clearly extremely important in an increasingly digital world, creativity should be viewed as one of the core elements that gives marketing its power and momentum.
The notion that marketing now presents a binary choice between driving performance and building a brand is simply erroneous. The two components must work together to deliver meaningful results that will make an impact in the highly competitive and fast-moving marketplaces businesses must navigate today.
Pulling back on brand health investment, for example, will almost always result in a deterioration in key performance metrics. Conversely, however, investing in innovative creative work can drive the efficiency and effectiveness of your entire digital strategy. Losing sight of the importance of creativity can be easy, especially when there are always several other avenues vying for your attention. However, by failing to create a narrative and establish a desire for the product and/or service you are providing, finding customers who are willing to convert will be challenging.
Is there ever such a thing as too much creativity?
Creativity helps us to understand and co-operate with both colleagues and customers, to make sense of the challenges facing brands and organisations, and with the formation of remarkable, highly adaptable solutions that facilitate brand growth.
It is a common misconception that consumers are overwhelmed with brand narratives, which can result in less creativity and the creation of fewer stories. Instead, when a powerful message has been created, brands must ensure that it clearly fits into every touchpoint and communication channel to drive results and make a lasting impact.
The speculative link between creativity and return on investment
As the industry has been so focused on performance metrics for such a long time, it can be difficult to step back and begin investing appropriately in brand building. Determining return on investment (ROI) is much easier to do when there are hard data points to be collated and analysed. Aligning creativity with proven bottom-line numbers isn’t easy, but this doesn’t need to be viewed as a negative.
If the creative arm of your strategy doesn’t connect with your consumer, your campaign will suffer. Your consumer wants to understand your messaging and if you aren’t communicating your ideas in ways that work at an emotional level, you simply aren’t going to drive the results you want to see, even if your campaign is otherwise technically perfect.
Establishing a creative strategic approach
The most effective creative strategies emerge from a process of collaboration within which partners and colleagues feel able to freely pitch in and uncover meaningful insights that lead to the development of genuinely innovative work. With patience, trust and some big picture thinking, your marketing team will deliver fresh briefs and powerful strategies with the ability to generate valuable leads and sales by connecting with the right audiences at the right times.
Management teams and key decision-makers are facing unparalleled challenges led by the speed of innovation and need to remain agile in the face of changeable marketplaces. Our hiring experts here at Clifford Associates can assuage the resourcing burden facing the senior digital sector of your organisation, so why not contact us today to find out what we can do for you and your business.
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