SHOULD DATA DRIVE CREATIVITY?

If you ask me…
It’s undeniable that data-driven insight has enabled marketers to target customers with laser precision. However, is the art of marketing being lost with the increasing dependence on analytics?

Art vs science
In my opinion marketing has and always will be more art than science. There’s no denying that data and analysis reveal valuable insights on audience characteristics and preferences. However, it’s worth remembering that humans are wired for excitement, the unexpected.

Data must be the servant of creativity. To build audience engagement and increase success rates, you need to look beyond numbers. Communications must be crafted visually and verbally to create lasting emotional connections. Leave the series of ill-conceived, ‘oven ready’ templates to the competition.

Statistics are important
Research shows that over 50% of B2B customers are more likely to purchase from a brand if they connect emotionally. Further research revealed that the average attention span fluctuates from between 8 to 12 seconds. It follows that to succeed you must create an impact.

A common challenge in B2B markets is how to captivate and engage audiences with technical, complex, and occasionally dry concepts. Here is a good example of where a high level of creative thinking enables brands to spark conversations, by approaching the subject from an unexpected angle.

Find the right balance
You need creativity to generate new ideas, push boundaries and build growth. Data and analysis are necessary to support marketing initiatives. The key is to find a balance where data is understood and utilised, but creativity is number one.

Have you ever thought?
If you could eat your favourite meal every night, how long before you tire of it?

Until next time…
Phil Westwood
Creative Director, Greensquare