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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
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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:
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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:
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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:
Compiled by author from source: hbr.org Image Source: Google Images
#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
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org
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:
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org Image Source: Google Images
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
Compiled by author from source: hbr.org
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
www.mediacontactusa.com
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>.