The new creative: using data to maximise media impact

An evolving media landscape calls for a renewed approach to creativity, but could harnessing the very technology that’s catalysing this change be the solution marketers are searching for?

Marketing agencies exist to help clients solve their current challenges; challenges which continually evolve. Consumers are driving this change but it’s technology that enables it, with the customer remaining forever at the epicentre. In fact, it’s safe to say that technology has completely changed the ballgame.

Today’s consumers are less loyal, better-informed and savvier than ever. They know exactly what they want and make their buying decisions based increasingly on personal research. Think about it, how many times have you Googled online reviews before buying a product? It’s a no-brainer. When there’s so much choice, we want to make sure we’re investing in the best.

So, marketers need to cater for ‘the distracted consumer’. Nowadays, it’s not that people have shorter attention spans; marketers just have to work harder to cut through the noise and earn consumer’s attention. The one-size-fits-all mentality is long dead; users demand more personalised and meaningful experiences that inspire and excite them and make a deep, lasting impact. Experiences that add value and enrich their lives.

To do this, agencies must harness the very technology that is disrupting the media environment. But how? The latest answer: data-driven creative.

Technological advances produce a wealth of data that should be used to inform the creative process; and it’s the agency’s job to bind the two together. All media and creative should be developed organically. They cannot be siloed and it’s not enough for them to just coexist; collaboration and integration are key. Only then can they leverage each other successfully.

When this type of internal cooperation is executed, not only does it increase visibility and give teams a higher degree of connection to a campaign, but it also encourages diversity of thought. The lines become blurred. Because, essentially, marketing is creative and media is creative.

So, are we not all creatives? In a sense, yes. But if we’re all creatives, why do we need creative agencies?

The thing is, creativity alone is no longer enough. It’s not about creativity for creativity’s sake. That doesn’t simply sell anymore. All communications must have a purpose — and all communications must deliver on that purpose.

By using data insights, marketers can inform creative and bring it to life.

With emphasis on these insights’ — not just copious amounts of data — because numbers mean nothing without context. The development of DSPs (demand side platforms) and DMPs (data management platforms), along with other technologies, enable marketers to predict and interrogate audience profiles and behaviours like never before. Agencies must use these insights to leverage creative and build meaningful, immersive and empowering experiences that deliver results.

So, if data is the tool and creativity is the differentiator, imagination becomes the only barrier.

It’s an agency with imagination that marketers must seek.

At Cube3, we think creative-first, using insight and innovation to inform every stage of the creative process, and develop more powerful and meaningful experiences. And imagination? Oh, we’ve got plenty of that.

To find out more, check out our website.