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21.02.2020
Creativity in modern marketing
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Most people associate marketing creativity just with advertising campaigns: videos, banners, etc. Any other demonstrations of creativity are usually not even taken into account.

Nowadays, marketing has become a complex integrated system, that includes market researches, data analytics and constant communication with customers. However this activity also requires the marketer to have creative and flexible thinking.

In this article we`ll give examples of successful activities of marketers who use their creativity not only to create a new idea, but also in everyday routine.

 1. Creative cooperation with clients

Today, clients are not just clients, but also creators. For many brands, it is customers who become their “ideological inspirers” in creating content and new ideas. Communication with them requires non-standard solutions to competently combine the user experience and the professional marketing knowledge.

For example, Brocade, a provider of data and network solutions, created the “Firstly, Customer” program. They identified 200 customers, that are 80% of their sales. The company began close cooperation with them, taking into account their preferences and identifying their strengths and weaknesses. Then, based on the results, Brocade sales departments were reorganized to fully meet all consumer needs and be as customer-oriented as possible. Everyone was surprised by the results. Over 18 months, Brocade's user loyalty ratio increased from 50 (an already good indicator in their field) to 62 (one of the highest in B2B history).

2. Complex approach

Every marketer should understand that customer experience is important at every stage. Focusing only on specific points of contact with the consumer is a clear mistake. Creative marketers take a wider position and pay attention to the entire customer experience from beginning to end. In order to properly present a product, optimize the buying process, provide service support and build after-sales relationships with customers, it requires not only a lot of time and resources, but also creative thinking to resolve unfamiliar problems.


3. Hire your brand advocates

With the development of the Internet, marketers can no longer inform society and build a brand reputation only through paid media and PR events. People have become the new "channel of promotion." Word of mouth is a simple, but at the same time it is a very powerful tool in promoting the brand. Regardless of age, gender, status, each client has the opportunity to leave a review about your product. Naturally, this review becomes freely available to others. Therefore, it is extremely important to turn each client into a brand advocate. How to do it? This is where creativity comes in handy;)

 

4. Creativity can be measured

Marketing used to measure success by sticking to budgets and receiving prestigious (or not so) rewards. Now Key Performance Indicators (KPIs) give marketers an understanding of what works and what doesn't. To conduct such analytics, creativity is also essential. The obtained results help marketing to manage internal and external processes of the company. With KPI, you can adjust strategies in real time, which allows marketers to prove their business value in completely new ways.

5. Think fast

The world is constantly changing, and consumer behavior is also changing. New technologies and innovative solutions appear pretty every day. If earlier marketers had to be effective managers, set goals in advance, and then work within the budget to achieve business goals, today the situation has changed. Even large companies begin to work in the startups style. Creative marketers must act in a non-standard way, adapting to the “product / market”. Constantly submitting new ideas and surprising consumers is a modern marketing strategy.

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