Creativity is a term that we hear a lot and no matter what industry or domain you work in, I am pretty sure somewhere around your life, you have been definitely pushed by your seniors and mentors to be more creative. It is a phenomenon of forming something new and valuable, something different from usual and for the first time, creativity makes you stand out, it creates your own identity and can be used for anything and everything having an endless scope of usage.
Creativity is in fact so vast that in term of marketing itself there are a number of ways where it comes into the picture and can make a huge difference. As we mentioned in our previous article How to nail a Digital Marketing Campaign that we’ll be coming up with details on each of the point covered. Here we are, right as we said. Starting from the first segment “Creativity” the most prominent aspect of marketing and we will be covering some of the key elements of it, where it can be used, and how it can make a difference at several stages in a marketing strategy.
To make things easier and understandable, We will move with a flow in which marketing campaigns are developed and various stages that a campaign goes through.
1.) Ideation or Conceptualisation
Every marketing campaign starts with an initial phase of ideation and conceptualization. This is the point where the theme and whole core of the campaign are decided based upon the goal to be achieved. Different campaigns have different targets and purposes, a campaign could be focused on increasing the awareness of the brand among people, to increase the sales, to attract new clients, retaining already present customers, introducing new products or to any other goal. The ideation and conceptualization is the foundation on which the whole campaign is formed, better the concept, much better the result.
Creativity at this stage plays a prominent role, with more innovative and creative ideas/themes for a campaign there are better chances for a campaign to be successful and to stand out. Campaigns that somehow induce emotions or spread positivity are widely accepted, however to do this in a completely innovative way is not that easy. Be creative in your concepts, ideas and themes of campaigns and it shall serve you well.
Once the concept or idea for a campaign is decided, Next comes the execution part. The common execution of campaigns are advertising or paid promotions. However, recently new ways of executions are coming into notice and are getting pretty popular, Running contests, Creating Viral trends, Using funny Memes, adding suspense elements or teasing the audience with so-called Leaks(Mostly used by smartphone companies). These all strategies of execution have been getting a lot of recognition recently, creating a good curiosity among the audience and getting them engaged. If you are creative enough to build your own unique strategy or maybe implement the already existing ones in a completely new way with improvisations, it would be something new for the audience and hence chances are pretty high that they would be interested.
Do you know, that our brain can get the sense of a visual scene in less than 1/10 of a second? Yes, that’s how zippy our brain is and that easily explains why the use of visual content has significantly increased over the past few years. Visuals save time and deliver the message much faster, that is why a well made visual content makes a huge impact on the audience.
Creative graphics, images or videos will help you awe your audience, grab their attention and deliver your message without taking much of their time. Here the creativity lies in how well and minimalistic you can create your content that sure is impressive and at the same time, easily understandable. A well made visual will not only grab the attention of your audience will also stay in their mind for long enough as we tend to retain the visual information longer than the textual one. Be creative in your visuals and try new things, which will give a long-lasting presence for your brand in minds of your audience.
4.) Text Content
Although I have mentioned above how much visuals impact a marketing campaign it wouldn’t be wise enough to ignore the importance of textual content. Written content or texts conveys more effectively about the solemnity and professionalism of an organization. While the graphics or visual content makes it easier for the audience to grasp the message and remember it longer, the textual content gives clarity and focus on the points that matter.
For any marketing campaign, the text is as important as Graphic, a long and confusing text makes the target audience annoyed or even bored, and they might just move away no matter how good the visuals were. However, if the text is short, crisp and right on point even the simplest graphic tends to have a huge impact.
The marketing rule of KISS (Keep it short and simple) is the key to a better textual and visual content. While the text should be short and crisp it should be accompanied by a simple and easy to understand visual. The perfect balance of these two can make your posts, videos and the entire campaigns effective and will end up giving you a better response.
5.) Engagement and Analytics
Engagement is what makes the worth of a campaign. If your audience is showing engagement and it’s continuously growing, that means the campaign is good enough to make them interested and they are able to connect with it. Although it might seem that there isn’t much left to be creative in audience engagement but various organizations and companies come up new and interesting way of doing the same thing and maybe you can also find something that makes audience engagement experience even better.
Better engagement means you can understand how your audience thinks and responds, only if you are good enough to analyze your audience’s engagement behavior and trend. Be more creative in how you perceive data and conduct your analysis. If you are creative enough with your analysis and can measure what matters the most to your audience or customer, it will help you modify your campaigns for better result and also in ideation and development for new campaigns and marketing strategy.
Well, creativity is vast enough that no matter how much I cover this topic there always seems to be something left out. By this article, I hope I have been able to help you understand the importance of creativity at various levels of a marketing campaign and we hope that it helps you in your upcoming marketing strategies.
Apart from marketing campaigns, if you are looking forward to overall brand building you must consider online presence as well. We at Vastada Consulting have been working for our various clients with their online presence and brand building Check out our last article about 5 elements of Impactful Online presence, I am sure you would find it informative enough to start ahead with your own brand building strategies.
For now, exercise your creative muscles and good luck with your campaigns.
It’s time to stand out!