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The more you know, the more you can achieve. Our experienced team of trainers and professionals shares their specialized knowledge in digital marketing with individuals, teams and companies around the world. Helping you discover more, do more and go further. This is growing knowledge. This is growing together.
Discover digital creativity. Take advantage of technologically savvy ad executions that attract your customers, deliver highly relevant messages, and provide valuable data, all while performing at an elite level.
The importance of creativity in advertising is very evident today as competition between companies and brands continues to increase. Creativity can be defined as “the use of imagination or original ideas to create something”. In advertising, it's what gives meaning to brand messages. People tend to think that technology itself is the most important part of the technological world, but without creativity there is no way to create meaningful connections with customers.
It has been said that the best way to get noticed in the midst of advertising “noise” is to be convincing. And the most compelling ads are those that capture and hold the attention of your audience. The rest is simply lost in the eternal abyss: the Internet!
Advertising without creativity is like a key without a lock; one simply isn't effective without the other.
Consider walking into a coffee shop and going to the counter to order your drink. Now, instead of proceeding to place the order, the person at the counter says “same as always?” That's personalization. Not only do you save time and energy, but they also remind you and a connection is established. The same can be said of creativity in advertising; if the message is transmitted in a personalized and creative way, consumers interact more. And just like your coffee shop experience, online shopping becomes much more convenient.
Providing value to your customers by creating meaningful connections through creativity in advertising is one way to generate brand recognition. Consumers are more likely to identify with an advertisement if it's something they can identify with or if it's relevant to their interests. Companies can create an established brand in this way; providing meaningful, relevant and consistent advertising creativity to their target audience.
When creating a story for your brand, your primary focus should be on emotional impact. The emotional impact serves to create a human connection. People are more likely to resonate with your brand if they can identify with it in any way. Storytelling is not only a way to connect with your customers, but it also offers a clear image of your brand by guiding the reader along their journey, leaving fewer questions unanswered. Creating a story for your brand also allows you to retain customers. Once people recognize your brand and can create a connection with it, they're more likely to consider it. This becomes a strategic framework in your marketing plan.
Ad effectiveness is optimal when excellent creativity is combined with excellent targeting, enabled by the latest technology and data tools. It may seem obvious, but reaching a large number of consumers with advertising is critical to the success of a campaign: you can only influence consumers exposed to an advertisement. If creativity in an advertisement can generate excitement and relevance for the consumer, they are more likely to get involved.
Asking people to buy things is difficult. We're bombarded by advertising and brand experiences thousands of times a day, and yet our ability to see, hear and remember those exposures is very, very limited. There are a lot of theories and “good ideas” for eliminating clutter, and more and more research is supporting them. What do we know so far? Creativity is correlated with sales. This is why.
Creative content is entertaining content. We watch television, search the web and browse social networks, mainly for entertainment. The places we go to for entertainment are also the places where we're most likely to see ads. Hard sales are boring, disruptive and, to be frank, ugly. There is very little joy in hard selling. Creativity makes advertising attractive in and of itself. Creative ads are also better for consumers and our media partners. A recent study looked at the unintended impact of creativity on the audience. They discovered that creative work has a positive impact on the public's own creativity and produces a positive perception of the medium in which the advertisement is placed.
People remember creativity. A 2004 study showed that creative advertising stood out from other media, stood out from the crowd, attracted attention and, therefore, was more memorable because it was simply more noticeable. However, don't confuse this with hard selling. In a 2008 study for the Journal of Advertising, “creative advertising was found to improve recognition and this positive effect increased over time.” The study was based on research that quantifies creativity in advertising as novelty, meaning and connection. Creative ads present new information in connection with old information in a way that adds meaning to the audience. Memory is the process of establishing a meaningful connection between new and old ideas, and a creative advertisement does the heavy lifting for you.
Creative content sells. It follows that if people enjoy the brand of a product and remember the product by its brand, they are more likely to buy it. If the audience is entertained. They have found that campaigns that “go viral” generate higher commercial profits than average and have more brand effects. Regarding the cost of this creativity, Cannes demonstrated that these viral campaigns averaged half the budget of an average campaign. Creativity is the key to doing more with less.
If you're looking to get more out of your marketing investment, it's worth investing in creative advertising. And we don't just say this to let you see our creative work. It's science.
