Creativity is one of the key marketing issues. Being creative is one of the ways to achieve messages that differ from the competition and that draw attention above all the noise in which the consumer is mired. As consumers have more and more information available and as more and more brands and companies are trying to capture their increasingly dispersed information, more important is to be much more creative than ever.
But has creativity changed in recent times? That is, as the environment has made it more and more relevant, has it also changed its fundamental characteristics and the basic points on which it has to rely? As they point out in an analysis in Harvard Business Review, that’s what has happened. Creativity in marketing has to move based on new fundamental elements.
You have to create with the consumer
When it comes to being creative and creating messages, campaigns and even products, the importance of thinking about the consumer, of putting oneself in his shoes, has been stressed over and over again. However, new times and new consumer expectations make this much more complex. Consumers have become, thanks to the impact of the internet and new technologies, content producers themselves, creators of ideas. Consumers are more creative than ever and that creativity has to be integrated into that of the company itself. This implies that, many times, brands and companies do not have to be creative for consumers, but they have to be creative with them. That is, they have to allow the consumer to be part of the process and the final creation.
The user experience control has to be total
Possibly, ecommerce is one of the best examples to understand this point. The firms try to be very creative and seek to create original and quality experiences. Thus, they work on presenting their website in a positive way or on the tools they give the consumer during the purchase. But then they fail in something decisive: they forget that, although the delivery process is in the hands of a third party, it also impacts how the experience is perceived. Therefore, the work that is done and the creativity effort that is invested in it should not be limited only to those points that are directly controlled (especially those points that creative professionals control) but must go much further and address all the elements that affect the user experience.
The power of advocate and the need to work in that field
Traditionally, in marketing work, brands had to follow certain patterns and had to work in certain specific areas. One had, above all, to try to position oneself using advertising and communication and public relations strategies. It was the way to get them to talk about one and their products. But what happens in these times? Things are no longer so easy: suddenly, the voices have multiplied overwhelmingly and each of us has become, as a consumer, a decisive channel that can influence a purchase. Therefore, firms have to work in a luck of 100%. That is, the creative work of marketing should not be left alone in those specific areas where I worked in the past.
Now he has to try that his creativity reaches everyone and at all times and that it has an equally constant impact. Since brands have to work to convert virtually everyone, from their employees to their consumers, into their advocates (In, at the end and as they point out in the analysis, “an extension of the marketing team”), there is no choice but to play with creativity to achieve it.
Creativity also impacts on the traditionally non-creative, such as measuring results
Marketing has worked as a kind of space with watertight compartments. Each thing and each characteristic went in a field and in a space. There were, so to speak, the most subjective and artistic things, where creativity comes in, and the most serious and rational, where it had nothing to say. Measuring the results that were being obtained, drawing the conclusions in number of what was achieved, entered directly into the second field. Creativity did not paint anything there.
However, things have stopped being exactly like that. Creativity has also begun to be measured and also have an effect on measurements. In a scenario where there is so much information and in which brands face an increasingly complex and complex reality, creativity can help find the best way to measure what really matters and interests.
You have to copy the philosophy of startups
This point is one that is repeated over and over again in the analysis of what companies should do and is one that has also begun to appear more and more when talking about marketing and how firms should act. The startup philosophy also has to touch marketing and the use of creativity. Why does this happen? In reality, this is marked by how the market has changed, as is the case in other areas and in other areas. The world has become increasingly complex, more dynamic, which implies that creatives also have to work much faster.