According to Data Never Sleeps 4.0, in the past five years, “The global Internet population has grown by more than 60%, and there are more mobile devices on the planet than people.”
- Americans use 18,264,840 megabytes of wireless data
- 3,567,850 text messages are sent in the U.S.
- Google translates 69,500,000 words
I guess you could say data is everywhere, being shared at a mind-boggling rate. And as more data is shared across a growing number of digital channels and social media platforms, it becomes more challenging to have your voice heard, your client’s brand noticed or your customer’s testimonial heard.
So what makes a good media story? And what makes that story stand out within the media buzz?
- Impacts people by solving a problem, providing an answer, generating an action or getting a conversation started about a topic
- Touches the audience on an emotional level, helping motivate people to spread the word to others
- Captures natural moments between people as well as the environment, evoking one or more of the senses
- Contains fair and balanced information, telling a factual and accurate account
- Revolves around a good character, a person who is a spokesperson for the story, offers a reflective testimonial and draws the audience in with his or her point of view
Make sure your story is one that can’t be overlooked … or forgotten.
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Data-driven ads … it’s the Holy Grail for getting in front of customers with the marketing mantra — right place, right time, right message.
But effective advertising has always needed to anticipate needs and desires, then satisfy those wants with a brand promise made in the places where target audiences are most likely to see it.
Data has a place in the creative process. It’s how we glean insights and find touch points that speak to any given audience. While it’s not the end-all answer, data still has great value in deciding what to say and how to say it.
The new face of marketing data
Of course, today’s data is often a derivative of marketing automation and following our Internet browsing habits through cookies and other means. Then, advertising exchanges serve up those ads most relevant to our searches and browsing habits.
If you’ve been looking at hiking boots online, you might also be interested in wool socks, sleeping bags or tents. Retargeted ads will follow you around according to the item or brand you were looking at or the keyword you were searching.
With the right information pulled from the data, marketing messages can be more personalized, relevant and meaningful to the people who are most likely to be interested.
Driving or just influencing creative?
Even armed with the best data about Web traffic and people’s interests, there’s more to connecting people to your cash register than just number crunching. There’s plenty of art that needs to be blended with that science.
Fortunately, for those who live and breathe in marketing’s creative spaces, the most semantic data-gathering algorithm is unlikely to achieve the essence of humanity and our unpredictable aspects and emotional responses.
If it were true that all the answers to marketing could be found in the data, most online advertising wouldn’t be as poor as it often is. A lot of online ads simply do not live up to their brand promise. So what’s missing?
Good, old-fashioned, solid creative — or, rather, the new paradigm thereof. It’s always what you do with the data that counts.
Creative in content is king
Developing great creative for advertising and marketing is a process. It may include conscious and subconscious analysis, contextualizing, digestion and regurgitation. The end goal is always to connect with people at points that intersect with their personal interests, not just the brand’s interests.
The best ideas rarely come from mere perusal of relevant data or from a “brainstorming” session. Those are more effective to seed, water and fertilize concept development.
All of the data input is absorbed, sometimes stretched beyond recognition, slept on, stomped on, showered with, taken on a drive to and from the grocery store, and in many other ways processed, cooked and jelled.
What comes out of it is the content you need to sell a product. It’s the right message that, when put in the right place at the right time, gives you the right results.
While data may be a key ingredient, it is still the creative that gives it the secret sauce. So basing your creative entirely on data is, by definition, not creative, and likely to fail in its effort to engage and nurture customer relationships.
Need some of that secret sauce cooked up from your data? Give us a call at Coles Marketing.Edit this post
Categories: 2013 November Newsletter, Newsletters | Tags: Tags: ad, ads, advertising, Coles, Coles Marketing, Coles Marketing Communications, communications, communications Indianapolis, content, Creative, data, Indiana, Indiana public relations agency, Indianapolis, Indianapolis public relations, marketing