Combining creativity with digital can help marketers engage consumers while gauging effectiveness

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2019, 12:25 PM UTC

A TV ad lasts 30 seconds, but social platforms afford less time to inspire the customer. 

Though the digital ecosystem has enabled marketers to create a metric-driven environment, the author argues that it is also the space to engage and entertain customers. Using creative ideas into digital campaigns can help brands engage consumers while also gauging its effectiveness.

This piece contends that creativity is beyond just aesthetics, and it is about reaching the right people at the right time with the right message. This article cites an example of Ikea’s campaign where it studied consumer engagement with all kinds of company communication and then tailored the message to add long-term value to the business.

Compared to traditional mediums, the time available to convince customers in digital media is reduced. So brands need creatives that are clear, simple, compelling and relevant.

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[9 minute read]