A challenge that most businesses have is the need to have a balanced approach when it comes to using analytics and creative marketing. We need to remind ourselves that customers have 2 sides of the brain. The mathematical and the creative side and both are equally important to address when it comes to marketing.
The aim of online marketing is to establish a relationship in the quickest time using minimal resources and getting them to give you a commitment through money or email.
In this article the perfect fusion of creative marketing techniques and analytics.
1. Sell The Business Name NOT The Product
There was a time when marketing focused on THE product or service. It stayed focused on what it does, how it does it, where, when. In the last decade, we have seen this focus shift to the user rather than the product.
Analytics has enabled businesses to gather information about their market and use this data to form a relationship with them.
This is done in an endeavour to begin the relationship with the company rather than the product or service.
This is obvious with tactics that tap into the user’s basic human emotion by ironically using creative methods that are very basic and raw and often crossing into an abstract approach which leaves the users in a state of ‘trying to figure out’ or ‘learn’.
Customers here have a greater chance of remembering not 1 product or item but a name. A label.
The internet allows users to buy from everywhere and anyone. As there are wider choices for consumers companies rely on leaving a brand impression more than a product impression.
If you have 1 minute to tell someone what you do.
Will, you talk about your product that will be obsolete in 13months and copied and available on eBay in 2 months? Or will you talk about your company and values?
The companies which can throw most money on high-end marketing ASX listed companies are choosing the latter.
2.Creative Consumer Collaborations
Website analytics allows us to collect all the necessary data to see consumer behaviours, interactions, and all their participation on your website.
Conducting design research with target markets is crucial to achieving maximum profits. Many businesses fail to collect sufficient data from their target market and rather focus on professionals within the business.
We recommend you go deep inside the culture of your target market and collaborate their negative and positive feedback into your business.
Large corporations employ a large team of people who do just this.
To name a few creative experts: color specialist, environmental designers, information architects, anthropologists, cognitive scientists, social scientists, design researchers.
These are all professional jobs that large companies use to zone into their target market and strategies the best way to market their business to them.
Collecting analytics for this purpose is a very intrusive marketing technique as it taps into the core nature of an audience.
It is basically analysing data in an endeavor to search for the human soul. Apple and Google are perfect examples of how this marketing method has achieved incredible success.
3. Reduce Creative Cycles Using Analytical Insights
Creative decisions should be based off analytical insights and trends to ensure the content will achieve maximum results. It is not a matter of finding a trend and entwining that within your content.
Many marketers work on long testing cycles and campaigns with often very little analytical input within this process. Creative cycles therefore evolve slowly over time and can be resource heavy.
Progressive thinking marketing techniques utilise analytics and as a result, their creative cycles are shorter. It is a means of testing and launching creative content to the audience based on these insights and refining this until it is perfected.
These quick revisions tend to produce marketing content that is better suited for the target market and therefore driving better results.
Any online business that wants to succeed must have brilliant creative thinkers and smart analysts.
4. Relative Data For Intelligent Creativity
No data is better than bad data or data that just never gets used. It is easy for businesses to suffer from an excess data that provides no real value for the business. It’s just data gorge. Many businesses are collecting large amounts of data at incredible rates but do not have the ability to filter, and manage it.
When there is too much data for businesses to go through there will not be any real meaning or purposeful application for it.
What should your business do to ensure all business analytics data is relevant?
- Focus on key business goals. Your data analyst should search only for that data which is related to that goal.
- Collect purposeful data in the most effective and efficient way to gain accurate yet affordable answers.
- Rather than set out 10 KPIs, start with the main business key problems and plan in a way to achieve only them. Don’t venture off course.
- Use only a few tools. Don’t have 5 CMS’s working in collaboration. For example: Focus on achieving the best result for Google and then move onto Yahoo or Bing. Don’t multi task trying to achieve too much and then dilute all your winnings.