There is no doubt about the contribution of creativity to marketing effectiveness Palestine Email List . Brand size and its ability to create are, in fact, two of the most important contributors to marketing effectiveness .
Before that, the gigantic exercises of mining the database of creatively award-winning advertising campaigns, managed by Gunn and then Field & Banet, from the to the present day, also concluded the same. Exceptional creative design helps brands big and small make an impact on the business . If you’d like to learn more, James Harman’s “The Case for Creativity: the link between imaginative marketing & commercial success” is a read that can add a lot.
the dark age data and performance meet
However, despite this evidence, advertising creativity appeared to be declining since the last financial recession.
A 2016 study, authored by Peter Field for IPA and advertising service WARC, found that the number of short-term campaigns (those focusing on sales activation) quadrupled to 30%.
Meanwhile, budget investment for creativity has fallen by about 12%.
The impact of this was that the brand-building effects diminished for the first time and the SOV (Share of Voice) efficiency multiplier dropped in the years following 2010.
Long-term, fully funded campaigns were as effective as ever, but there were fewer of them being done.
The effectiveness of award-winning campaigns at major industry events has fallen to the lowest level in 24 years as the marketing industry increasingly shifts to short-term campaigns, as Field discovered and documented in his second report for the IPA, The Crisis in Creative Effectiveness .
“ Historically, creativity has been the most important tool we can leverage to drive effectiveness, ” says the report . “The evidence for this link has been very strong, with huge effectiveness multipliers evident for the most creative campaigns. So it’s really important that that bond is critically weakened and maybe broken now.”
Given all the data showing the difference that creativity can make, why lack of investment by brands? There are many answers to this question. Some cite the growing demand for investment in measurable marketing spend. Others say difficult economic conditions tend to make companies more risk-averse. This evidence was accentuated by the Great Recession of 2008/2009.
Still, others blame it mainly on the emergence of Digital Marketing . His rise over the past ten years has led to a focus on performance and optimization rather than creativity .
However, there is evidence that creativity is on the rise again, and it appears that the recent covid-19 crisis has accentuated this new phase.
“Are we on the verge of a right-brain reset?” asks Orlando Wood, in his recent article, “What should ads look like in times of recession?” (text in English, title with free translation), published by the B2B Institute, from LinkedIn.
The only way to stand out from the crowd is to be creative .
Even so, marketers and their finance counterparts have become accustomed to the measurability of performance marketing.
If the industry cannot prove the effectiveness of creativity, companies will continue to spend on short-term sales leads rather than brand building. Most marketers are trying to add a little science to the art.
Adding Science to Art
That’s what brings us to the concept of content experience . A perfect content experience is where marketing science and creativity meet. It’s where data List Provider and performance blend with the ability to create and generate emotions.
Chitra Iyer, Editor-in-Chief of MarTech Advisor, said: “Prospects and effective customers are not looking to consume individual content, but are on a journey where they need ongoing resources to help purposefully advance their purchase decision.”
