Why Data-Driven Creative Is No Longer A “Nice To Have”
David Drewitz, Managing Director – Denver, Colorado – We as consumers, have changed our behavior in the age of mobile technology, smartphones and multi-tasking. If you’re like most people, you will find yourself watching tv, checking Facebook and listening to Pandora all at the same time. This is exactly why data-driven creative is essential to reach these new, distracted consumers, like you. Implementing data-driven creative into your marketing has never been more important.
In today’s marketing world, it’s best to take information from digital analysis, useful information from your CRM and your best human understanding, and link it all together as one powerful offering. It’s exactly what we do here at MindEcology, and the results have been phenomenal.
One problem that we see with other marketing and advertising agencies is media planned and purchased before the creative team is even aware of the project. In a perfect agency environment, the two should work in tandem.
Consumer Behavior has Evolved.
With mobile technology having taken over about 10 years ago, we have seen a dramatic shift in the way consumers consume media. It all started with the development of the iPhone, followed by the iPad — and is now gone into warp speed with the tremendous growth of all content found online.
The consumer has evolved its consumption of marketing. With media mobility and most content consumed online, consumers are engaged in multiscreen behavior. The clear majority of people consume information on the go.
Research suggests that our ability to notice, understand, and retain meaningful information is diminished when our attention is fragmented. This creates a problem because our brains are trained to filter out non-relevant information, especially ads.
Attention Fragmentation has profound implications for how consumers process ads, and in turn for how we as professionals at MindEcology create ad campaigns to resonate with that consumer in a data-driven way.
The old ad adage, that frequency matters is becoming somewhat outdated. Advertisers are increasingly finding that frequency without ad variety doesn’t help much. Today’s multitasking consumer values uniqueness and is quick to evaluate repetitive stimuli as not relevant because its been seen before. That means that both practical and visual variation of ads are essential for break-through to consumers.
Data-driven creative is critical to make your marketing work for today’s consumer. Data is no longer a “nice to have.” It has become the essential foundation for influencing the new, distracted consumer. We here at MindEcology believe we’re on the leading edge of this for years now, and the results have been phenomenal. We’d love to hear your experience with data. Contact us with your own experience or questions.