As if it were the Holy Grail of advertising and marketing strategies, for years, professionals in these areas have pursued a common goal: to be able to reach the right person at the right time, in order to increase visibility. , growth and sales of its clients, and it is partly the call Data Driven Creativity (I would call it Data Driven Marketing) the tool that seems to be currently leading down that road. The other part is to promote, through social listening, the data captured and analyzed from conversational marketing, together with the detection of trends, creative campaigns and the communication strategy. I would call the latter Data Driven Creativity.
I’m Paula Cutuli, founder of Soulnet, an agency specializing in digital marketing, and now I want to provide two perspectives of what is Data Driven Creativity, and how you can take advantage of it as an entrepreneur or entrepreneur.
Data Driven Marketing
He Data Driven Marketing, as we mentioned, It is identified on the one hand, as a marketing strategy that consists of using user information and data to offer ads and personalized marketing experiences.
Today more than ever, the new generations value the experience during the acquisition and purchase processes, both in the physical and digital world.
For example, offering exercise equipment to a middle-aged person who has shown through their searches that they are interested in starting regular exercise.
As you can imagine, this customization brings many benefits and growth at scale, if applied correctly. For example, according to data from Intaface, the personalized campaigns of e-mail generate 18 times more revenue than email campaigns without personalization. While a Verizon Media IPG study published in America Retail, revealed that 88% of consumers perceive personalized ads as useful.
The telephones they listen my conversations?
However, the issue of data use and privacy comes into play, which is why, according to a Signs study, the majority of users are aware of the use of their data, and that due to personalized campaigns, a 70% of the millennials It thinks that their smartphones listen to their conversations in order to then show them these personalized ads.
It is due to the above that the prevailing trend is the use of first-hand data (either first party dates), which are shared by users directly to companies through forms, surveys, etc., at the same time that Google plans to eliminate the third party cookies in 2024, which are stored in browsers for advertising purposes. For this reason, from our position as a marketing agency, for some years now we have been offering our clients playful dynamics with real or virtual prizes that generate:
- 1PD (first party date or first-hand data),
- UCG (User Generated Content o Generation of Content by the user)
- Relationship with its consumers, where transparency is paramount.
All this data that users have given to your company can be fed with surveys that profile them, so that your relationship with them is more and more personalized.
One of the advantages of data driven is segmentation, that is, the possibility of categorizing users and consumers into different groups that make it easier to personalize and optimize campaigns through creativity and relevance of information for users, taking into account location, age, interests, needs, socioeconomic characteristics, etc.
Some popular strategies with the use of this tool
Personalized email marketing campaigns
In order to create a successful campaign, it is often better to cause emotion than to convey too much information, in this way it is easier to connect with users. These types of campaigns can be created based on what you know about your customers thanks to the information they have provided you. A good idea is to give digital gifts, such as free resources, ebooks, coupons, etc.
personalized ads
According to Google, this strategy improves the return on investment of advertisers, and “uses previously collected data or historical data to determine or influence ad selection,” it indicates, which involves segmentation of different types, such as demographics and interests.
Personalized offers and promotions according to searches
Which can be used in email campaigns, personalized messages, etc.
Content recommendations according to the interest of users
That is, the creation of specific content according to the navigation through your website, where you can identify the most popular topics and the main concerns, in order to create trending and useful content, as well as improve your purchasing processes.
personalized gifts
How to share free samples of a product of interest.
Data Driven Creativity
On the other hand, I am interested in giving a twist to what it can mean to put together creative campaigns in which data is part of the creation process. I would define data-driven creative as the creative process that is fueled by analysis of customer data, brand and industry mentions, trends, and culturally relevant themes. The targets defined in the old marketing fall short.
What data is data-driven creative based on?
Today, we all share at least some of our information: whether it’s giving us your geolocation to get data about your cardio routine, commenting publicly on social media, or rating companies and their products after using them. The variety of data that exists to be used as creative input is immense.
After knowing more about our audiences (specific hours of use of the network, what they view the most, what they usually buy, among other data), the data-driven creativity follows: by knowing the customer’s context, how they speak, what they like, how you use it, and the relevant cultural context where it is located, can generate more powerful messages that capture your attention, because in addition to the intrinsic advertising creativity of the Mad Men and the Mad WomenAfter a process of data collection and analysis, creativity appears based on this closeness provided by the data generated by the same source, which transforms the discourse that the company wants to communicate into one with which customers feel identified and prioritize them as a purchase option.
How to obtain this data and what sources can we find?
There are great tools that give us incredible data to detect BUZZ (noise), that is, mentions of your brand or industry and sentiment from those mentions. But if you are an entrepreneur, it is best to listen to the users of your social networks, reviews, Google Trends and search for #s, all this can give you valuable data.
Creativity is a key part of this strategy, which can be diversified into many actions, and which also breaks with the belief of some marketers that the use of this type of data represents the end of advertising creativity, on the contrary, it is more important than ever, and to achieve this, according to Google, the process with which you can take advantage of the commercial and advertising benefits of the data driven as strategy, within companies is as follows:
- Analyze the available data and select the correct ones in order to improve data skills.
- Give the creative team access to data from the beginning for the development of particular strategies.
- Work in a collaborative process that involves advertisers and agencies and would of course add creatives.
Finally, for Soulnet, as well as for other large companies such as Google, the key to achieving the primary objective of marketing strategies (reaching the right person at the right time) is currently related to the use of data in ways creative and respectful, so that the final product is relevant and timely for the user, which leads both companies and users to create an essential synergy today for the growth of any budding venture or business. Apply these strategies and tell me later.