Most ads suck. They suck enough that 25% of Australians have an ad-blocker installed on their browser1. Four-million of us choose to pay for an ad-free streaming music subscription service like Spotify2.
The problem is that most capital-A Advertising gets in people’s way. It’s a disruption to your task, noise within the signal, a megaphone shouting about a rug sale when you don’t want a damn rug.
Unless a message is meaningful and engaging, we all switch off and tune out. The problem is that with so much careless spamming of people’s precious consciousness, most of what you see is not what you want.
“We need to stop interrupting what people are interested in & be what people are interested in.” – Craig Davis
In order to be successful in reaching the goal metrics set by clients, more than ever, requires building a meaningful relationship with your audience. Data plays a big role in answering the question: who the hell are these people we’re talking to?
Data leads to strategy leads to creative. It lets a creative tune in to the frequency of what’s important and apply lateral thinking to the problem. It sets the goalposts of what core message is going to best serve the prospect and through which medium it is delivered.
“All the tools in the world are meaningless without an essential idea.” – George Lois
Creative execution matters because your biggest competition is not across the street, or an online rival. It’s apathy. By understanding your audience and the desires that drive them – through the data – we’re one step closer to getting over that big, meaning of life question: “Why the hell should I care?”
Through knowing and building empathy for an audience, by discovering what they like and dislike we can adjust the creative accordingly. Data informs digital marketers to craft and deliver messages to the consumers who will actually find value in it.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker
I think we’re all smart enough now to know that the customer experience isn’t restricted to just the funnel that leads to the sale. How we creatively approach interactions post-sale has the capacity to turn a customer into a fan, an advocate, a full 10 for your Net Promoter Score.
Every area of every industry has the need for creative thinking. We have brave people looking at old problems in new ways, applying new technology and improving customer experiences through the (hopefully responsible) use of data.
Digital marketing also allows communication which works in no other form, unique contribution that goes well beyond sharing a repurposed TV ad.
These are not billboards or broadcasts. These can be conversations, and with creative thinking we can use digital marketing to help design the client experience, and get them on their way instead of in their way.