Today I want to talk to you about what creativity in marketing looks like today.
You might think that creativity is all about coming up with catchy slogans and flashy visuals, but that's only part of the story.
Creativity in marketing is also about how you connect with your customers, how you deliver value to them, and how you measure your impact.
In this blog, I’ll share some examples of how marketers are using creativity in different ways to stand out from the crowd and grow their businesses.
1. Involving the customer
First, let's talk about creating with the customer, not just for the customer. This means that you don't just assume what your customers want or need, but you involve them in the process of co-creating your products and services.
For example, Intuit, the software company behind QuickBooks and TurboTax, spends time with self-employed people in their homes and offices to understand their pain points and challenges.
Based on their insights, they developed a new feature in their app that automatically tracks mileage and simplifies tax planning. That’s their unique value proposition.
2. End-to-end experience
Second, let's talk about investing in the end-to-end experience.
This means that you don't just focus on one aspect of your customer's journey, but you consider how they interact with your brand at every touchpoint.
For example, Brocade, a data and network solutions provider, created a "customer first" program that identified their top 200 customers and worked with them to improve their satisfaction and loyalty.
They customized their offerings based on their feedback and followed up with them regularly to report on their progress.
As a result, they increased their Net Promoter Score from 50 to 62 in 18 months.
3. Data-first experiences
Let's talk about bringing creativity to measurement.
This means that you don't just rely on traditional metrics like clicks and conversions, but you use data to tell a story and optimize your performance.
For example, Spotify, the music streaming service, uses data to create personalized playlists for its users based on their listening habits and preferences.
They also use data to segment their audience and target them with relevant ads and offers. By using data creatively, they are able to increase their engagement and retention rates.
4. Experiment and Test
Let's talk about thinking like a startup.
This means that you don't just follow the status quo, but you experiment with new ideas and test them quickly.
For example, Airbnb, the online marketplace for accommodation rentals, started as a simple idea of renting out air mattresses in someone's living room.
They tested their concept with a minimal website and got feedback from their early users. They then iterated on their product and expanded their offerings to include different types of properties and experiences.
By thinking like a startup, they were able to disrupt the travel industry and become a global phenomenon.
Key Takeaways: These are just some examples of what creativity in marketing looks like today.
Of course, there are many more ways to be creative in marketing, and I encourage you to explore them and find your own style.
Creativity is not a talent that you are born with or without; it is a skill that you can develop and practice. So go ahead and unleash your creativity and see what amazing things you can do!
If you are interested in further assistance with marketing your creative brand with a unique strategy, please do not hesitate to contact us for personalized support.