Leveraging Marketing Success
Leveraging Performance Marketing with Emotional Margin
Hello ladies and gentlemen,
Marketing to today's generation involves a multilayer strategy that includes creativity, data science, and the human element/Connecting the dots between Data and Creativity. We are going to look at how we can develop an effective digital strategy to win this important chunk of the global market.
Developing a digital marketing strategy that makes your marketing efforts worthwhile can be a challenge in the present age. Many have tried it and failed, and that‘s in the public domain. There’s a wide variety of marketing avenues that can be of exceptional help to your marketing efforts. But do you know with all the many different marketing avenues at your disposal, your marketing efforts can hardly bear any fruit if you fail to take into consideration the essential role of creativity, data science, and the human element? Make the right use of these important digital marketing elements, and see how they can help you increase your audience interaction and business success.
Here’s how creativity, data science, and the human element can help you realize your marketing goals without necessarily spending too much money and time.
Creativity
The essence of creativity in marketing is to trigger emotion without which you can’t succeed a marketer. You can’t attract many people to your business if you aren’t able to win their hearts. Hard facts alone don’t do. Remember, your competitors are also offering a similar or an almost similar product, and your audience is highly likely theirs too. The difference, for that matter, is how you use creativity to your advantage to trigger the appropriate emotions.
There’re several ways you can use creativity to trigger emotions and achieve your marketing. Try writing high-quality content that engages your audience. Such content are reader-centric, has active links to other credible sources of valuable information, and uses attractive images. Facebook wants to help marketers to be creative. It’s policy on quality content is very clear,
“Policy
Adverts must not contain content leading to external landing pages that provide an unexpected or disruptive experience. This includes misleading advert positioning, such as overly sensationalised headlines, and leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality advert content.
Examples
Link to landing pages that include significant and original content that is relevant to your advert
Minimise text that blocks or prevents people from viewing the original text on you landing page
Display entire article on the primary landing page
Use advert images that are cropped excessively or require people to click on the advert to view the full image
Include deceptive advert copy that incentivises people to click on your advert
Feature sexually suggestive or shocking content on your landing page
Display malicious or deceptive adverts on your landing page
Have a high ratio of adverts relative to content on your landing page
Use pop-up adverts, interstitial adverts or other advert formats that disrupt the user experience on your landing page.”
Further Facebook has provided several tools to help you be creative and reach your audience. Some of them are Canva, Adobe Spark, Qwaya, Woobox, and WordStream Ad Grader. What are your needs? Canva is always in high demand. When you want graphics overhaul, look no further than Canva.
This will help you develop great relationships with your audience. Ultimately, they will trust you and your products. You can also share stories that resonate with them, tailor-make products and services for each of your customer segments, and use specific colors when designing your products and websites. These are just a few great examples. You can come up with as many creative ideas as you like. Remember, the deeper the connection you create with your audience, the more responses you’ll receive and the higher your chances of marketing success.
Data Science
As you likely already know, ladies and gentlemen, the last 3-to-5 years have witnessed a significant change in the thinking of what data science can do to make marketing efforts more viable than ever. During this period, we have seen big data is no longer just a tool that can make your organization have a competitive advantage in the marketplace. But it’s an indispensable feature of your own marketing circle. When you want to develop marketing materials, run them through the most appropriate channels, measure the impact, and repeat the process, as savvy marketers do, you have to rely on data science to achieve your goals with considerable ease.
Look around. You will find several inexpensive data analytics tools that are currently driving marketing experts like most of you to pump our lots of vital datasets and color reports. Event-based tools such as Mixpanel will help you track your events and act as your anchor platform for bringing a wide variety of sources of data together. Testing tools such as VWO and Optimizely will also help you to test several variants of a message. Use these tools, for example, to test whether a sign-up form earns more conversions when it’s on the left side of your website than on the right side. If you want to know where users spend their time looking at the screen, you need to use visual behavior tools such as Sumo, CrazyEgg, and HotJaz. Which one is the best among them? The answer depends on your specific needs. What you want to achieve will determine your choice of analytics tool.
The process of using data science is more of outsourcing some of your simpler, repetitive tasks through intelligent automation to help you reach the right marketing decisions based on algorithms, preconfigured guidelines, and machine learning. Other than helping you to make the best decision that will, directly and indirectly, influence your creativity, data science, evidently, will free up a lot of your decision-making time. Consequently, you will be able to come up with improved creativity in marketing and, eventually, strengthen your customer relationships without breaking the bank.
I hope you can see how amazing data science can be of benefit to your businesses. It has now set a completely new phenomenon, which was, for a fact, unimaginable barely eight-or-so years ago.
The power of data science to allow you to collect and analyze billions of fragments of amounts of data and give marketers the most appropriate guidance about their marketing efforts alone makes it one of the most useful tools for your businesses if you want to manage your resources productively and enhance the accountability of your marketing staff.
The Human Element
There has been a lot of concern in different fields and professions regarding the impact of automation on jobs. Some people have suggested that it will lead to an acute shortage of employment opportunities. These suggestions, however, hold no water at all. As the success of data, science is pegged on the marketers, human beings, to interpret, improve, and implement the data. In fact, chances are, the emergence of this advanced technology will lead to a considerable increase in job opportunities, particularly in the marketing field.
The marketing field has witnessed a number of changes in the last decade that can give us some incredible insight into the essential role of the human element.
The first wave of digital consumer experience was marked with the shift from physical marketing materials such as brochures and business cards to digital platforms, including blogs and websites. It was speculated in the initial stages, and I hope you heard the rumors, that these new marketing tools would reduce the work of marketers. That has never been the case, as you actually know. In fact, there’re currently more jobs in digital marketing than before, as evidenced by the increase in interest in this field.
The second waved was characterized by the emergence of analytics, content, and social media, which gave consumers greater access to their brands. Besides, these tools have made it possible to optimize marketing efforts at almost any scale. Right now, the new developments have made it incredibly easy for you to market your products in the world, which means the new tools have expanded your market. Of course, it has expanded competition as well. And that’s where the need for exceptional creativity comes in.
For your organization to effectively remain competitive in the current market, you must deal with the challenges that come with globalization. How? Make your data readings and interpretations richer by building a data-centric culture. Mix up your data analysts and creativity together to generate better ideas. What’s more, make lots of data accessible to your data teams for more insight. This way, your data team will be able to provide comprehensive insights. Besides, the collaboration will help your business to maintain a high degree of transparency. For this brief analysis of what you need to do the beat your competitors in the global market, it is pretty obvious that you, not even any other serious marketing experts, can have the guts to ignore the human element.
The Bottom Line
Creativity, data science, and the human element play distinct critical roles in digital marketing, and you can’t ignore any one of them at any given time in your career. Without the contribution of experts, you can’t expect creativity, which is actually the driving force for leveraging performance marketing with emotional margin. And without data science, the human element is incapacities. So, you have it. Invest in all these three elements of digital marketing, and you will effectively market to the current generation and register an increased flow of your customers.