Let's start with creativity & data
Often when we think about digital marketing, or any marketing for that matter, we talk about two key things; creativity and data. In my mind creativity and data are at their best when they are working cohesively.Holistically speaking, creative messaging from the consumers perspective is that tangible, end result execution or executions of a message that drives initial and repeated consumer interest and engagement amongst the quagmire of every other message desperately trying to get the consumers attention. Creativity may be effective because it resonates with the consumer on an emotional level (E.g - makes you laugh, is fun, is sad, makes you happy, shocks and horrifies you etc), exploits a truth, and/or solves a problem.
On the other hand we have data, which if used properly seeks, identifies, measures and optimises opportunities to drive acquisition, customer centricity and product development; all of which then feeds back into helping creative be 'creative' and effective.
