A campaign solely based on data will likely be drastically different to one focused more closely towards creativity.
Accurate, effective, data-driven campaigns are often highly targeted and show in incredibly relevant contexts. However, if your marketing is purely developed with data in mind, you may struggle to differentiate yourself and stand out in an increasingly competitive business landscape.
Alternatively, campaigns that prioritise creativity can perform exceptionally when it comes to making an impact in a cluttered market. But, unlike data-driven campaigns, they can lack direction and may fail to reach members of your target market that are actually likely to convert.
Luckily, data and creativity are not mutually exclusive. By integrating the two, you can create an incredible campaign that prospects will remember.
Finding the Balance Between Data and Creativity
When combining market research and creative concepts, finding the right balance can be challenging. If either approach significantly overshadows the other, you risk creating content that isn’t engaging or targeted. Rather than merely relying on one or the other, you’ll get the best results using the findings from your data to guide a creative B2B content strategy.
The perfect mix of data and creativity will typically vary from business to business, being affected by a company’s specific organisational objectives and context. When deciding on the right solution for you, there’s an aspect of trial and error that comes into play. By testing how consumers respond to different alterations, you can find what works for your business and be confident that your campaign is optimised and value-driven.
However, it’s crucial that you don’t just stop there.
Frequently reviewing the effectiveness of your B2B marketing strategy is paramount. The modern business environment is rapidly changing and if you fail to adapt and adjust your tactics, they’ll quickly become out-dated. What was once new, exciting and innovative can become irrelevant in a matter of weeks. If you overuse the same marketing messages, prospects may even start to experience ad fatigue and disengage. This would, of course, negatively impact the overall effectiveness of your campaign.
Challenges When Integrating Data and Creativity
Working With Data Can Take Considerable Time
Collecting and analysing data can be tedious and time consuming, so easing the process where possible is preferable. Certain online domains give your business the opportunity to do just that, so you don’t lose precious time completing tiresome tasks.
With numerous responsibilities and impending deadlines, spending hours on data is often counterproductive, unnecessary and not feasible for the modern marketer. There is an abundance of resources available to you, so why not make the most of them? You’ll be able to manage your time more effectively and direct attention towards actually applying what you discover in creative, brilliant marketing campaigns.
There are various tools you can access online that will aid in the recording and examination of data, including the following:
- Google Ads
- Google Analytics
Each of these tools provides you with valuable insights that can help you gain an enhanced understanding of your target audience’s needs, wants and motivations. This highly relevant data can then be translated into meaningful information, guiding your B2B digital marketing efforts in the right direction.
How Will Customers Receive Your Creative Ideas?
You’ve just come up with a creative idea and your target audience are going to love it – or so you think. What happens when a concept you thought would reap excellent results, isn’t received as positively by prospects as you would’ve hoped? This is the risk you take with innovative, new creative ideas.
There’s no shortage of examples where organisations have gone into a campaign with high expectations, but once it’s launched, the overruling response from the public is outrage or disinterest.
The Pepsi advertisement that Kendall Jenner appeared in during 2017, which likely seemed completely harmless when being theorised, was received terribly by the public. It was seen as incredibly insensitive, over-simplifying and exploiting #BlackLivesMatter protests at the time. In response to the controversy, Pepsi pulled the ad after just 24 hours and released a public apology.
However, there have been instances where a strong response from viewers has had the opposite effect. Colin Kaepernick, a now-former American football quarterback, kneeled during the National Anthem in protest of police brutality and racism towards African-Americans. Shortly after, Nike featured Kaepernick in a string of ads with the line “Believe in something, even if it means sacrificing everything”. While outraged individuals posted themselves destroying their Nike products with the hashtag #JustBurnIt, many also rallied in support of the movement. In fact, Nike went on to make over $6 billion in sales and achieved a 31% increase in online sales after the campaign launched.
You’re almost always going to receive criticism when executing creative concepts and while this can boost your publicity, in some cases, it can be incredibly harmful to your business. When developing creative ideas, it’s therefore crucial that you carefully consider whether what you’re sharing accurately reflects your brand’s image and morals.
Want to find out more about combining data and creativity to make brilliant campaigns? To speak with a B2B digital marketing specialist, get in touch with the Lead Agency today. We can get your business up-to-date on B2B marketing 2020 trends, so you can proactively plan for future success.