Creative power is a valuable resource in any business. So why not integrate creative profiles directly into communication hubs? Digital has deeply shaken the marketing market, its practices, the way it works and the environment in which we operate. While expertise remains fragmented, especially because of the specialization of businesses brought about by the digital transition, the agility and mix of skills must be spread across different departments…
Creativity: A Key Skill in Communication Strategy
Emotion in service of brand image
in the universe of digital communicationCreativity rhymes with emotion, wonder, or eccentricity. But how can they be fully integrated into a marketing strategy, which is itself more synonymous with market segmentation, takeover and conversion of probabilities, activation of digital levers etc. A little less poetic, isn’t it?
Creative profiles will respond to other challenges, independent of quantitative results, ROIs or KPIs, for specific marketing job, We’ll talk more about notoriety, brand image, identity. Today, these objectives are just as decisive in the success of a business on the web. A strong image will help win over the hearts and minds of internet users. In addition, a good slander Will inevitably positively affect the marketing objectives set by the management.
when we talk creativity And emotion, we essentially think of storytelling. And storytelling has to be integrated into the global communication strategy more than ever before to reconcile the axes, messages and speeches that must participate in the making of one. brand identity very specific. Playing on emotion involves, for example, creating a story around the company, or creating a legend around the brand. This way, the company’s audience will be more easily consolidated andcustomer experience ten times.
Consider two examples of storytelling
We can notably mention the Cartier jewelry brand which produced a splendid creation a few years back, now with the famous location ” the Odyssey “. It was recently renewed with a tribute campaign to Alberto Santos-Dumont, in an advertisement embodied by Dark Jack Gyllenhaal.
In another register, the Michel & Augustin brand has established itself thanks to its originality. It stood firm in a very competitive market thanks to everything imagination Built around the products of its leaders. Indeed, at the heart of storytelling is the history of the brand. There, we talk about troubleshooting, we work in banana plantations and we enjoy talking to consumers directly through packaging.
Creative Profile, Genuine Technician
In order to achieve relevance and efficiency, we must begin by harnessing the talent of the creative Customize Formats for marketing. Inbound marketing has completely revolutionized content strategies, where quality and targeting is the foundation of their success. From now on, we’re looking for qualified traffic, just like internet users who are looking for quality content coming from this traffic. Argument.
To provide added value to these demanding Internet users, limit bounce rates, and who knows, get conversions, why not ask a creative professional? Depending on the activity areas of your company, take advantage of your strengths By creating innovative content. 3D computer graphics, stop motion, motion capture, “raw” video, motion design are all possibilities. diversify formats ,
Faced with the competition that exists on the web, let’s avoid standardizing practices, and stand out from the crowd. This clearly requires work, it is necessary Script creative project and customize it editorial slant, you must include the right message and find a purpose inspired by the company’s objectives. But these investments are well worth it and perfectly suit the growing needs of inbound.
How digital has given way to creativity
data analysis for creativity
In businesses that have emerged with the expansion of digital, and those that continue to grow, we find all those who are related to data processing, Dataminers, Data Scientists, Data Analysts work at the heart of marketing strategies. They play a vital role in targeting the tasks and understanding the audience.
the data are because Real estate For communication teams that want to deliver the most appropriate message to their audience. Studying the data offers great potential for rethinking the strategy going forward.
OK, what about creatives? As we said at the beginning of the article, Web Designer, Computer Graphics, Motion Designer, UX Designer should be fully integrated into the marketing department. Data professionals come to feed this marketing poll, which creates a virtuous circle thanks to the company sum of skills totally different, but today essentially Supplement,
Like web marketers, creatives will be able to access data conceptualize their projects, Of course, their approach will be different, less divided by processes, but their purpose will be the same: to serve the company by bringing qualified content to a very specific audience. Thanks to statistical indicators, they will be able to orient their creation, think of other formats, adapt their story, pronounce a feeling or others, etc.
Innovate to retain your audience
Internet users get bored quickly, so place a bet creative material Ultra Targeted is a real key to capturing and retaining a qualified audience. The web has seen the birth of a whole bunch of now cult formats like memes and GIFs. It is essential to tap into the infinite possibilities offered by digital and social media, which are rediscovered regularly.
fast food brands Burger King is an expert in the art of creativity on the web and offline. Indeed, advertisements often make people laugh, because they are, at least, based on news stories, with a strong and surprising message. unusual facts Or simply for the pleasure of trolling your competitors. The brand capitalizes on engagement thanks to an intentionally provocative tone, and it works!