How Data doesn't have to stifle Creativity

why data does not have tostifle creativity

about me

#DigiMarketing @IvovdB @MavensofLondon @IE_Digital

digital strategy & insights


Credits: Royal Philips.

data x creativity

data


marketing, branding & advertising




In today’s marketing world, with today’s technology, creativity

is more important than ever.


“Curiosity about life in all of its aspects, I think, is the secret of great creative people.”

- Leo Burnett -




“Curiosity about life in all of its aspects, I think, is the secret of great creative people.”

- Leo Burnett -


We’re in need of more creativity,different creativity, and creative

approaches to creativity.



Credits: Nike.

Small, innovative brands have the ability to take risks, try new things and disrupt industries

to surprise, engage and entice consumers.



Credits: Nike.

Larger, established brands need to continuously challenge themselves to stay innovative, to

remain successful in the competitive marketplace.




blue sky thinking

Credits: John Lewis. Adam & Eve / DDB.


data


insights


(digital) data sources

search

blogs & forums

social media

e-commerce sites

let’s say, purely hypothetically…

Credits: Kayture.com.


Raise awareness & Drive purchase intent

- Marketing objectives -


“Philips VisaPure was developed with expert skin scientists, and is clinically proven to be 10x more effective than cleansing by hand.”

- Example product insight -


“Philips VisaPure is primarily targeted at women aged 18-28, who would like

to upgrade their skincare routine.”- Example customer insight -


“Philips Beauty stands for beautifully designed products that deliver visible results.”

- Example brand insight -




right


“The problem is not the problem. The problem is your attitude

about the problem.”

- Captain Jack Sparrow -


let’s try again

data




what women wantsearch interest & social mentions

right for my skindiscourse in blogs & forums

value for moneyAmazon reviews

Search & SocialWomen actively look for and ask for (independent) product reviews when considering buying a cleansing device.

Search landscapeSpecific blogs, lifestyle sites and e-commerce pages attract a large proportion of organic traffic for these reviews.

Online discourseOver-use and sensitive skin are topics that are actively discussed in influential blogs and forums.

Product reviewsExisting users praise VisaPure for its enjoyable product experience and variety of available brush heads.

The (recurring) price of replacement brushes is actively mentioned as part of the total value for money assessment.


Insights summary (hypothetical examples)



challenge the problemchallenge the proposition

product, services & activation

in summary

data


Data can provide insights to help marketers see the problem, explore creative solutions,

and help be most relevant.


Technology, data & insights inspire more creativity, that ultimately help brands disrupt themselves

and/or disrupt industries.


Data can help positively challenge marketers, help brands be more successful, and help

customers experience more value.


data x creativity

finis.