Creativity is the soul of advertising and branding. Its what brings meaning to messages and creates relationships with customers. It has been said that the best way to be noticed in the midst of advertising “noise” is to be compelling. And the most compelling ads are the ones that grab and maintain your audience’s attention. The rest just get lost in the eternal abyss – the internet! Advertising without creative is like a key without a lock; one is simply not effective without the other.
Say you got stopped on the street by someone you hardly recognized. Then they said “hey, I remember you from that bar the other night”. This kind of interaction is personalization because a connection was made. And because of this interaction, there was immediately a higher level of engagement. The same can be said about Creative Advertising; if the message comes across in a personalized and creative way, consumers will engage more. And just like your randomly unexpected stranger encounter, online shopping becomes more effective.
Initially, brand awareness is the most important aspect of your marketing campaign. Consumers are more likely to resonate with an ad if it is something they can relate to. As well, if it is something that is relevant to their interests. Companies can create an established brand this way; by providing meaningful, relevant and consistent ad creative to their target audience.
A compelling story reaches the heart of the customer and evokes a memory or feeling. People are more likely to feel connected if they can relate in some way and sparks this kind of emotion. Storytelling is a way to connect with your customers and emphasize your brand by guiding the reader along through your journey, leaving fewer unanswered questions. Creating a story for your brand also enables the ability to keep customers. After people recognize your brand and can create a connection with it, they are more likely to keep your brand on top of mind. This becomes a strategic framework in your marketing plan.
Ad effectiveness is optimal when great creative is matched with great targeting. This is done by enabling 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. Only consumers exposed to an ad can be influenced. If creativity in an ad can spark excitement and relevance to the consumer, the more likely they are to be engaged.