What creativity can be defined as in today’s world?
What is that aspect which makes marketing creative? More ground-breaking and inventive? Usually, creative marketing is linked with colorful pictures and words which go hand in hand with the brand’s image. It may seem simple but marketing is very multifaceted and demanding. A good marketer needs to master data analytics, the design of the product and most importantly, customer experience. Because this is what brings back your loyal customers to the outlet again.
Marketing is more about providing customers with the best experience so that they come back for more. Marketing trends have been evolving drastically and no one technique is enough for a brand. Several techniques and trends are used to make the product/service stand out among the rest. There are few important aspects that have helped companies to do better in terms of marketing.
Create the product with the customer, not just typically for the customer. It is generally said that all marketing trends and efforts should be customer centric, but today’s customer is not just your regular customer. In this era of marketing, customers are also creators of products who can develop different content and ideas for you. Taking customers’ opinions in developing what they need can ensure people are going to take your product seriously. Local apps collect data, displaying customer preferences and letting the company know what the best for their target audience is.
Investing in end-to-end customer experience will help the company know their customers inside out. An expert marketer will divert its entire focus on making the experience of visiting the outlet, shopping the product and after sales service ultimately the best experience for the customers. This relationship is made over time and requires consistent efforts. It requires creative thinking to solve the problems of the customers. The digital experience of the customers becomes the key-differentiator. Various membership programs are offered by companies to make sure the customer experience is rich and satisfying. It should be good enough for any customer to come back and shop more.
Customers and employees should be turned into your advocates as word of mouth is something which people still believe in every time over what they see in advertisements. Awareness and reputation are never achieved through PR and paid media. Instead, it can be greatly achieved through making your customers and employees advocate for your product and service. People have become the new channel to ensure reputation in the market. The best way to amplify this is through inspiring creativity in others. Companies should treat everyone as an extension of the marketing team: your stakeholders, employees, and customers. Making your employees feel good reflects in what they speak with others about you. This impact is very long lasting. Some employees are not even confident talking about their company’s story which shows their dissatisfaction for the company.
Creativity should be measured numerically because then only you will be able to know what is working best for the company. This helps marketing measure and manage itself in new ways. It is all about finding value of your business in various new ways. Many companies use online dashboards to access and track performance of the organization. This analysis can be done across various digital initiatives, geographies, and channels. As a result of this, you can quickly allocate and reallocate resources towards achieving efficiency and results. Some companies use value management software to keep track of the performance and value generated through it. This way employees are also accountable for measurable and specific results.
Most importantly, you need to have things clear in your mind first. Your thought process should be like a startup company. In today’s time, marketers need to think like entrepreneurs and should thrive to adjust and sustain the product to be market fit. Marketers have adopted the method of supple development, where customer testing is there to ensure what the target audience wants to experience in a product.
The drastic changes happening in customer thinking and technology development is redefining the nature of marketing creativity. Media is also helping to redefine these parameters greatly. Hence, the techniques to capture audience attention must be advanced too. The measure of marketing success does not rely on the input now, or how well a campaign has run, in fact it is rather the value of the output which advocates the success of the marketing. Today’s marketers need to push their boundaries and think like innovators and entrepreneurs, working on value maximization and the entire customer experience to achieve results.
