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Creative and Data-Driven Marketing: How to Flow Together for Better Results

04.01.2022

Creative and data-driven marketing are two concepts that are often seen as opposites. You know, the whole left brain right brain thing. The yin and yang of markeitng. The…well, you get it. 

However, if you want to create successful marketing campaigns that drive ROI, you need to use both of these approaches together. Which I know can go without being said. And while creative is the most important predictor of campaign success, according to a Nielsen report. Data-driven marketing is essential for targeting your audience and ensuring your campaigns are effective. Both are working together, imperative to drive results. So, how can creative and data-driven marketing flow together so you can achieve better results? Let’s discuss: 

Good creative is responsible for 47 percent of sales uplift ahead of reach (22 percent), brand (15 percent), and targeting (nine percent). However, data-driven marketing is still essential for success. Data enables you to target your audience more effectively and ensures your campaigns are effective. In order to flow creative and data-driven marketing together, you need to use both approaches throughout the entire marketing process. Hand and hand, walking gingerly through marketing land. This includes building ideas from a foundation of data and analytics (research, personas, previous campaign success, channel distribution, etc.) and using data throughout the process to guide.

Unsilo creative and data

Just like peanut butter and chocolate, creative and analytics teams are good separately but much better together. Often, marketing teams will split the two roles of analytics and creative but rarely have the two roles work closely together, creating silos in two key functions of the team. 

Think of analytics as the way to direct the ship of creativity; while creative is essential to attracting and capturing attention, data and analytics makes sure they are in the right part of the sea.

While often creative can take both mind and heart, accurate information helps shape stronger concepts that provide a more significant impact. Pairing analytics and creative teams together at the beginning of a project and throughout helps open up communication lines and raises curiosity.

Use data to drive stories and guide customer experience

Customers do not choose to remain loyal to a business simply because it is the most affordable or has the greatest product. Are those important? Yeah, very much. Customers are loyal because of the experience they get from doing business with your company. Great customer experiences are created when the company knows what the customer wants before they do (data) and can provide it in a personal, relevant, and valuable (creative) way.

The best customer experience is one that feels like it was tailored just for them. This requires data to drive not just the marketing message but also the overall story you want to tell customers and the experience you want to create for them.

Begin with data, end with data

Strengthening the creative process begins with data and ends with data. It is the identifier to spark the creative process through research and analytics. It also helps guide teams on what is working and what needs improvements to reach business objectives. However, it is essential to note that data-driven marketing should not replace creativity but rather enhance it.

Analyzing the performance of campaigns and initiatives on a regular basis and sharing results with the entire marketing team opens up opportunities for discussion and sharing of ideas. Sharing is caring. Great creative has difficulty doing its job if data isn’t used to make sure it is in the right place at the right time.

By using both of these concepts together, you can create successful marketing campaigns that reach your target audience and achieve your desired results. Are you ready to start using data-driven marketing to improve your creative? Contact us today to learn more about our services.

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