How Creative Needs to Transform in Modern Marketing

In modern marketing, you can't just present new data the same old way or go about the same dull campaigns. Today's society requires everything to be creative.

Marketing has never been easier to do, but it’s also never been harder to do well. 

The modern marketing landscape has a level playing field, in that we all have access to the same tools and the same superficial insights about our industries. So what are successful marketers doing differently?  

As usual, the smart marketers are the ones who know how to leverage data and look deeper into it to find insights that nobody else can. 

They’re also the ones who know how to use today’s marketing tools by adopting the useful ones and ignoring the fads. 40 years ago, everything in marketing was analog. 

20 years later, we threw it all out and went totally digital. Now, the best creative comes from a hybrid of old-school branding, combined with new-school technology; right-brain meets left-brain.  

Let’s take a deeper look at modern marketing today and where it seems to be headed. 

Modern Marketing is: Automated

But automated doesn’t mean autopilot.  

Because here’s the thing. The modern audience knows when they’ve been sent an autoresponder, boilerplate creative, or a remarketing email. So the challenge today is to combine an automated process with a personalized experience.  

You want to use automation tools to move the customer through your sales funnel while making them feel special and taken-care-of along the way. This requires an ungodly amount to finesse. 

It's a tightrope walk of never making them feel like they're being sold something, yet never keeping them more than one or two clicks away from your shopping cart. It's often more about education that it is sales.  

The differences, you're really educating them on what they should want: Which is you.

Modern Marketing is: A Combination of AdTech and MarTech

The terms advertising and marketing are often used interchangeably. Even by people who work in either industry.  

But there are many major differences between the two. Particularly in technology. The marketing (MarTech) tech these days describes the data and automation tools you can use to track a customer's journey with you.  

You track the Facebook posts they Liked, the things they bought, the things they shared and the emails they opened or deleted.

It's fantastic information to have and you can use it to provide the best possible user experience and convert more of your sales leads.  

On the other side of the field, there is advertising tech or AdTech. 

These tools track the user's habits and tendencies before they arrive at your site. They examine the research history and cookies to try to determine what they're looking for before they get to you.  

And you can combine the two into something being called MadTech, which gives you the kitchen sink.  

“MadTech is the confluence of Marketing, Advertising, and Technology. It’s possibly the most important space in business right now because successful deployment of the right tools and strategies can smash your competition and disrupt a whole marketplace,” wrote Rob Banner.

It’s a lot of data, but the purpose is simple: Find out what your customers want and how to give it to them. 

Modern Marketing is: Personalized

As we said before, your audience knows you have the choice between a cookie-cutter creative and a personalized message. They appreciate it when you give them the latter.  

In fact, 54 percent of consumers find personalized ads to be more engaging, and 74 percent indicated they desire some type of content personalization.  

This type of Programmatic Advertising is the ultimate combination of old school creative copywriting and new school digital marketing tactics. 

You have to first plot your target audience’s journey so you can be where they need you to be when they’re thinking about buying  

Phase 2 is crafting a message that hits their pain points or desires so strongly that you seem to understand their situation even better than they do. You seem to be speaking directly to them.  

And phase 3 is getting them from the ad to your targeted landing page/ or store in the least amount of clicks as humanly possible. And while creating this destination, make sure the personalization continues.  

So if your ad was targeting people who need a new camping backpack, don’t send them to a general sporting goods page. 

This is disruptive and confusing. The user feels like they’ve been ripped from one place to another. Whereas they should feel like they’ve graduated to the next step.

Modern Marketing is: Strategic

In the old days, you could plan on how you’re going to get people to buy from you. Which you can still obviously do. BUT, you can also put a strategy in place for what to do when they don’t buy from you.  

We’re not talking about an ineffective pop-up ad that says, “Hey are you sure you want to leave our site? We have lots to offer!” 

We’re talking about a remarketing strategy that gets to the heart of why they left, and how you can win them back.  

We have the tools to find out exactly where they dropped off your journey, and some creative thinking can help you determine why. Did they leave at the product screen? Was the price a deal-breaker? 

Or did they bounce from the shopping cart when they saw the fine print? Your customers are all individual people with individual needs.  

And they all probably leave your site for different reasons; at least enough different reasons that you identify, so you can sort them into a number of different buckets. Now, you match new creative to each one of those buckets.  

This works far better than putting them all in one pile and trying to win them back with the same creative. 

But when trying to recover everyone, you’ll actually recover nobody. Again, modern marketing is about leveraging big data to create a personal experience.  

How are you marrying modern advertising and marketing tactics? We would love to hear from you. Click here to contact us.

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