It’s almost like an eternal war: in recent years, the competition in marketing and digital advertising has been between what technology says and what matters in terms of creativity. Creativity has been the traditional ally in marketing and advertising strategy. Creative messages and innovative campaigns have been seen as the recurring and decisive element in reaching and connecting with consumers, making the message become one of their memories.

However, the data boom and Vanuatu Email List growing marketing technology have offered different avenues to reach consumers. Now it is possible to customize messages in a very specific way, betting on very specific and concrete data and offering each exact niche of consumers what exactly they want to receive.Creativity has become less important, because after all data tells us what consumers are interested in – and what is not – which makes the message almost about what they already want or need.But have advertisers managed to burn out betting everything on this second card and forgetting the importance of creativity and surprise to their consumers?

Some studies have been insisting in recent times on the importance of being creative and not focusing solely on what niche segmentation offers. As much customization as possible, consumers still want to be surprised.And, in a way, that is what another new study has just pointed out, which focuses on analyzing the perception that consumers have of digital advertising and the messages that brands launch.The study was prepared by Dynata for Celtra and is based on a sample of American consumers. Its conclusions are clear. As much as consumers expect brand messages to be relevant (hence the importance of personalization and betting on niche messages) they also want them to be different and eye-catching.

Creativity should not be at odds with the use of the martech. Ads have gotten repetitive Thus, 66% of the consumers interviewed recognize that the messages and advertisements they receive from brands in both advertising and social media marketing have become repetitive. This occurs despite the fact that 56% assure that the messages they receive in online advertising are relevant. That is, they are adjusting to your interests.Therefore, it is not surprising to find that the study provides a high number of consumers who want a change. Although 60% of consumers expect brand messages to be consistent, 67% say they would like more variety of messages and ads.Brands and companies must continue to serve relevant messages tailored to their interests, but they should do so in a more creative and surprising way.

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