Creativity has always had an important role in marketing, especially in organizations with very tight marketing budgets. However, the definition of creativity for marketing goals is dynamic and always changing. It is a combination of innovation and imagination, but as you go up in the corporate world, the metrics and evaluation of marketing is becoming more rigorous. Analytics, customer and user experience and focus on design all require constant generation of creative ideas. The biggest change is the more active role of customers in this evolution.
Key Takeaways:
- Once upon a time, creativity in marketing generally led to a discussion of the art and word choices used for ad campaigns.
- Today, however, the scope of an ad campaign creator and hence the idea of creative is being readdressed as more gets on the campaign creator’s plate.
- Today campaign creators need to look at things like product design, customer viewpoints and data analytics. Exploring these concepts makes for an entirely new idea of creativity.
“Creativity in marketing requires working with customers right from the start”
Read more: https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today
