Creativity in Marketing Today

CREATIVITY IN MARKETING TODAY

Imagination or Innovation?

Marketing Is Now More Complex

■ Is a creative marketer more artist or entrepreneur?

■ “Creative marketing” has been associated with the words and pictures that go into ad campaigns

Marketers need to master data analytics, customer

experience, and product design

Will these roles require a new way of thinking about

creativity

Compiled by author from source: hbr.org Image Source: Google Images

What Does it Mean to be a Creative

Marketer?

■ The smartest thing a business owner can do for his or her business is to take the time to develop a creative marketing plan that will set them apart from others

Marketing can improve your sales

It isn't about the number of ideas, but the quality of your

marketing


Create With, Not For the Customer

■ Everyone likes to talk about being “customer-centric”

■ Creativity in marketing requires working with customers from the get-go to weave their experiences with your efforts

Customers today are not just

consumers; they are

creators, content developers

and they possess great ideas


Case in Point:

•location data

•Google maps

•The user’s calendar

Intuit’s marketing team spends

time with self-employed people in

their homes and offices to immerse

themselves in the customer’s world

Through this they identified a pain

point of tracking vehicle gas

mileage

Based on these insights, Intuit created an app that automatically tracks mileage using:


Case in PointBrocade worked with sales teams to deliver customized packages outlining what is and is not working

They followed up with them to report on progress against these objectives

Their Net Promoter Score went from 50 to 62 (one of the highest B2B scores on record) within 18 months

Created a “customer first” program by

recognizing their top 200 customers,

who account for 80% of their sales

They worked with them to understand

their sources of satisfaction and

discover areas of strengths and

weakness


Invest in the Broader

Experience The Product

The Buying Process

The ability to provide support

The customer relationship over time

Every marketer believes the

customer experience is

important

Most only focus on the

experience under their direct

control

Taking the time and using the resources requires

creative thinking about:


Case in Point

As healthcare becomes more consumer-

oriented, the digital experience becomes

a key differentiator

The marketing team started a welcome

program to improve the experience

It required coordination with many areas

of the business

Members

Can:

Access online portal

Email their doctor

Refill prescriptions

Make appointments

60% of new members register within the first six months

They are 2.6 times more likely to stay with Kaiser Permanente two years later


Casein Point

Focusing on lifetime value and their most profitable segment, the “fashionable

spender”

This group looks gathers behind-the-scenes information on the runway, newest clothing

lines, and aspirational fashion content

They began evaluating engagement per customer across time and platform instead

of per message per day

Customers in the top decile segment increased digital engagement by 15%, cross

shopping by 11% and sales by 8%

Macy’s has traditionally spent 85% of

its marketing budget on driving sales

Each outbound communication is

measured individually for immediate

ROI

recently they began to take a more

holistic approach


Everyone Is An Advocate

Treat everyone as an extension of your marketing

team:

Employees Partners Customers

In a divided media and social

landscape, marketers can’t reach their

goals for awareness and reputation

through paid media and PR alone

The way to amplify impact is to inspire

creativity in others

People are the new channel:

Compiled by author from source: hbr.org

Case in PointThe

company

Its culture

It’s products

and services

How they solve its

customer’s needs

1/3 of employees were not confident explaining the company story

They introduced an ambassador program for its employees

More than 20% took the training and submissions to its sales lead and job candidate referral programs were up 43% and 19%

The program gives employees across all disciplines and levels the tools to educate them on:


#MySquadContest led to 32,000 kids sharing for a chance to win a day with their favorite influencer, a 60% increase in social conversation about @OldNavy

This led to a 600% increased likelihood of recommending Old Navy to a friend (versus those that viewed TV ads only)

In addition, the program led to record breaking donations for their partner, The Boys & Girls Club

Old Navy has traditionally dedicated

their media budget to TV

However, over the past few years,

they’ve focused on digital content to

engage kids around positive life

experiences and giving back

Case in Point


Measure Your Creativity

In the past, marketing measured success by sticking to budgets and winning creative awards

Today, the ability to measure data and adjust strategies in real-time enables marketing to prove its value

The measurability of digital

engagement means we know precisely

what’s working and not working

It gives marketing the opportunity to

measure and manage itself in new

ways


Case in Point

Cisco has created a real-time, online

dashboard where the whole marketing

organization can see its performance

The result is an ability to quickly adjust

and re-allocate resources

Different digital

initiatives

Geographies

Channels

Individual pieces of content

The leadership team conducts a weekly evaluation to assess

This analysis can be done across:


Case in Point

Allowing them to easily answer questions like “How did your last shift perform?”

The app can tell them if they are running

light on bookings, and soon they’ll be able to

activate marketing campaigns to increase same day reservations

More than 50% of restaurant customers on OpenTable’s cloud-based service are using

the app, visiting an average of 9 times a day, 7 days a week

OpenTable launched a companion app

just for restaurants to make better use

of the data they’ve been collecting

through their reservation system

Restauranteurs can now get a handle

on their business right from their

smartphone


Think Like a Start Up

Today, creative marketers need to operate more like entrepreneurs, continuously adjusting to sustain product/market fit

Formerly, marketers needed to be

effective managers

Setting goals well in advance, while

working within budget to achieve

those goals


Case in Point

As a result, the company easily hit some 2017 revenue targets with conversion rates that were four times what is

traditionally seen in the industry

Adopting an agile method of customer testing and rapid iteration, they worked with engineering to rethink the

They had to think beyond marketing as promoting an existing product

Checkr wasn’t getting the results it wanted from traditional sales and marketing tactics

The start-up Checkr represents a trend

we are seeing more of in the Bay Area

in particular

Marketers are adopting the business

practices of entrepreneurs such as lean

startup and agile development


Redefining Creativity

The changes occurring in consumer behavior, technology, and media are redefining the nature of creativity in marketing

The measure of marketing success isn’t the input, but rather the value of the output, whether that’s revenue, loyalty, or advocacy

Marketers of the past thought like artists, managers, and promoters

Today’s marketers need to push themselves to think more like innovators and entrepreneurs — creating enterprise value by engaging the whole organization


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Sources Cited

■ Bonchek, Mark, and Cara France. "What Creativity in Marketing Looks Like Today." Harvard Business Review. N.p., 22 Mar. 2017. Web. 4 Dec. 2017. <https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today>.

Creativity in Marketing Today

Marketing

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