Today’s businesses are trying to find the best way to balance the mountain of data and statistical analysis with creative out-of-the-box ideas, all while never losing sight of the artistry and emotional components that go into smart marketing.
In this digital age, data has evolved from human-led surveys and focus groups to “big data” powered by artificial intelligence (AI), machine learning (ML) and automation. Today, marketers can tap into the internet and social media, which some have brilliantly called the world’s largest testing ground and focus group. It’s tempting to make every decision based on analytics because of the advances in machine learning and robots that can not only gather data but analyze it. But data should be used as a tool that informs the creative instead of relying on it to make the decisions for you.
It can be a confusing time for businesses that want to rely more on data than creativity, or creatives who want to lean on their own understanding and preferences. Here’s why you need to pay attention to the numbers, but not lose your soul along the way.
Data Should Inform Strategy But Not Dictate It
Data is now a necessary tool to help guide a business. Can you imagine marketing in a generation when measuring your ROI was a rough guestimate? We live in a fortunate time with new and more refined tools emerging daily. That being said, you should never ignore your gut. Ted Sarandos, the chief content officer of the entertainment empire, marketing powerhouse and data giant, Netflix, reports that 70% of the company’s decisions are made off of instincts. When gut feeling is combined with the ability to assess and understand data, that’s when you get your special sauce.
With great accessibility comes great responsibility. Humans develop the tech behind all of these amazing advancements, and data is only as good as the information gathered and the people analyzing and interpreting it. Good data does not by any means ensure a good marketing campaign — that’s where the insight, creativity, storytelling and risk-taking comes into play. Take the information for what it’s worth, but don’t be beholden to it.
Test, Test, Test And Test Again
Google’s mantra is to launch early and then iterate. In today’s world, we can test in real time. It’s never been easier to tweak, print and adjust accordingly. Any survey, poll or data will only be a small sample that is projected to represent a larger body of consumers. You’ll want to follow the sample data set, but be prepared to adjust as you engage with the full audience. Data can allow us to answer marketing questions on a global scale, but we still have to identify what those questions are and how we act upon the answers.
A trial-and-error approach with a small sample audience allows for a crucial discovery period for any marketing campaign and enables the story or program to be refined before it is rolled out to a larger audience. It’s an opportunity to analyze the audience and determine what resonates best. For creative, this is another tool in the arsenal of crafting a great story. At our agency, we never start a project without first doing a deep-dive on the target audience of a property, as well as what they love and respond to most. We also calculate the brand’s pop culture currency, measuring social media impact, reach, cultural relevance, the cache of the talent involved, and fan engagement (conventions, fan art, etc.).
Turning Digital Marketing Into Real-Time Marketing
Technology provides the tools businesses need to adapt and adjust marketing campaigns in as close to real time as possible. Digital marketing can and should be continuously optimized based on what is working and what is not. AI and automation technology have made it possible for marketing to adjust automatically based on the parameters of the program. However, there still needs to be a human touch to interpret and make adjustments once the data is compiled. For instance, rather than focusing on a customer’s past purchase and the possibility of repeating it, we can focus on what they might want to purchase next.
Running such programmatic ads are effective, but the marketing strategy must be able to adjust when necessary. This requires a nimble team that can listen and brainstorm new creative concepts with the help of data. Digital marketing yields ample data to harvest and analyze, but there needs to be creativity added so it stays fresh, compelling and true to the brand’s personality.
No Guts, No Glory
Do you think a computer could have made the recommendation to make Deadpool an R-rated movie? Or told Jordan Peele that now was the time to make Get Out? Visionary directors, writers and talent across the content development process are artists who use their intuition more than a spreadsheet. Because sometimes the best ideas come by delivering audiences what they aren’t expecting — creating something new, refreshing and unexpected. The best brands don’t follow the trends; they make them. They zig when the others zag. The data is like a paintbrush to a painter — it helps achieve the end result, but it doesn’t create the vision itself. Human imagination, emotion and gut instinct are required to develop the best stories. Compelling visual marketing is far more successful and impactful than ones with lots of copy, which requires stories that create inspiration, motivation and empathy. This is uniquely human.
To tell the right story, you need to be an intelligent and emotive storyteller, and data can help marketers become better storytellers. Make sure your marketing strategy is data-driven with a team that can analyze the numbers and drive your story further. Every campaign needs the perfect blend of creativity and risk-taking, backed by data and insight.
