Recently updated on October 31st, 2023 at 02:48 pm
It’s no secret that creativity has been evolving more and more each year, and with the proliferation of digital dimensions, marketing efforts have transformed into something new, different and fresh. How can your brand make a difference in the seemingly overpopulated digital market?
Invest in Creative Problem-solving
Establishing a differentiated brand identity and voice is essential in any digital marketing strategy. Regardless of the industry, creativity is well-equipped to drive that differentiation. Additionally, with AI-powered tools like Canva and ChatGPT, marketers have new avenues to explore creative design, content generation and engagement strategies.
The interpretation of the adage “providing new solutions to old problems” can be altered to focus on both the output of a brand’s marketing strategy and the thought processes behind them.
The Creator Economy
Content creators. Influencers. Streamers. Podcasters. This is a brief list of the types of content producers you can find in the creator economy. The fact is that the productive elements of this economy are incredibly diverse. It continues to expand as more people recognise the opportunities for self-expression and income generation through content creation, curation and distribution.
Collaborating with creators can add more dynamicity and relevance to a brand’s marketing strategy. In effect, brands and creators can enjoy a mutually beneficial relationship wherein brands can leverage the authenticity, creativity and audience of creators to enhance their marketing efforts and achieve their business goals.
Test and Learn Mindset
The best way to know if something performs well is to see it at work. Once that’s settled, regardless of whether the outcomes are positive or not, you’ll gain a clearer understanding of what works effectively and what doesn’t. The data and insights gathered from testing are used to inform future marketing decisions. Elements that can be experimented upon in marketing campaigns include:
- Audience segmentation
- Copy
- Visuals
- Ad formats
- Channel mix
- Calls to action
- Budget allocation
Incorporating testing into the creative process empowers creatives to make data-informed decisions, leading to more effective and innovative work. It provides a structured approach to creativity and allows for the continuous improvement of creative efforts.
Look before you Leap
Globalisation has made the world smaller; local brands now compete internationally, and there are new conversations taking place in and out-of-market. Having a solid understanding of how these forces affect your brand can be pivotal to how you refine creative processes over the long run. After all, what worked today, may not work in the future. Also what didn’t work today, may work well later on.
The digital landscape is continuously evolving and it’s challenged marketers to explore new content formats, channels and technologies that will resonate with target audiences. To remain relevant and competitive, brands need to adopt an agile approach that allows them to adapt their creative approaches to increasingly discerning and empowered consumers.
The essence of creativity in performance marketing is to enhance brand messaging and make it more compelling, memorable and profitable. If you’re looking to explore creative ways to market your brand online, don’t hesitate to get in touch with us.
