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Creativity in marketing
Dr Elvira Bolat MIDM, [email protected] @Elvira_MladyCheck my latest project: digitalmebu.worpress.comRead my latest publication: https://www.researchgate.net/publication/309417412_Regular_Articles_Businesses_and_mobile_social_media_capability
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– the art of persuasion
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PRODUCTPEOPLEPLACE
PROMOTION
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Creativity in marketing – the art of persuasion
& matter of survival!
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CONNECTEDGOOD
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US anti-bullying charity Champions Against Bullying
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PRODUCTPEOPLEPLACE
PROMOTION
PROMOTIONPRODUCT
PEOPLEPLACE
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Traditionally Marketing Communications……
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What is Marketing Communications……?“the means by which a supplier of goods, services, values and/or ideas represents itself to its target audience with the goal of stimulating dialogues,
leading to better commercial or other relationships.”
(Egan, 2015, p. 4)
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!
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PRODUCTPEOPLEPLACE
PROMOTION
PROMOTION
PRODUCTPEOPLEPLACE
Creating BUZZ before you have
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Hierarchy of effects models
AIDA (Strong 1925)
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Influence Model !
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Source: adapted from Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
Step1? Communication tools?
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Step1. Message
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• An idea about how to creatively and persuasively communicate a brand message to a target audience
• A message has to have an appeal - an idea that motivates an audience to respond
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•Simple•Has legs: can cater to difference audiences or media or versions•ROI: relevance (reactive), originality (proactive) & impact (incorporate STORY)
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•Simple•Has legs: can cater to difference audiences or media or versions•ROI: relevance (reactive), originality (proactive) & impact (incorporate STORY) +•Data-driven!!!!!
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#RuleYourself
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Connection with Emotions & Senses!
HappinessSurprise
Inspiration
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• Martin Lindstorm: the senses influencing consumers• Creating a stronger bond• Sensory marketing – sensory branding – replying to the following
questions:1.How many senses are relevant & being utilised in your marketing
campaign? 2.What unique impressions could you add that would enhance the
products and services you offer?
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1. Sight
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2. Smell = Olfaction= memory
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3. Taste = consumption
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4. Sound = Audition
5. Haptics = Touch“59% of consumers prefer their Coke in a glass bottle”
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How could you engage Senses?How could you create a Multi-sensory
experience?How could you evoke emotions?
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… try to do it with tech/ digital
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1. Data – informed creativity, decisions (i.e. segmentation) 2. Analytics! – to redefine your customer base & find
advocates, create communities3. AR and VR, 360 degree videos (check Aurasma!) 4. SEO – yes but more + promote via Tabola and Outbrain5. Native Advertising6. Video (mobile and SOCIAL)!
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from the Fortune 500 companies to start up businesses
Social Media
Top interest for all business
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Social Media landscape
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Social Media – Global Mapping
46 minutes / day
vs.
27 minutes / day
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Social Business – UK ….
57%
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Few Tips for Social Media use in Business
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1. Social fragmentation &
diversification
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Social Media footprint – planned approach
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2. Treat your Social Media audience/user as actual people
AUTHENTICITY
ENGAGEMENT
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3. Leverage KOLs
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Anastasia Moraites – BU Students, fitness and perfecting your body adviser: @anastasiamfitness https://www.instagram.com/anastasiamfitness/
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When it comes to HENRYs,
KOLs are Crucial!
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4. Content that “sticks” – use PISD content formula
ASPRATIONAL
ATTRACTIVE
Visual (Augmented Reality), humor, …. STORY (Real-time – Relevant)
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What sticks?
Story … narrativelarge or small – all do it!
Who is Hero?
Consumers?Employees?Other Stakeholders?
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• Create value (i.e. information, entertainment, assistance)• Call to action• Concise• Use images (videos!) and #
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PISD content formula
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5. Content Only? + INCENTIVE
• Use tools to leverage relationships• LISTEN
• Incentive = Exclusivity
“Make the Offer They Cannot Refuse!”
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6. What can’t be measured, can’t be managed
Social Media metrics mostly used • Hits/view• Followers• Replies/comments/likes• Organic buzz…..• …..• …….• Conversion rates • Acquisition costs
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A SM metrics framework
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What metrics do really matter?• Volume (Salience and Valence)
• Engagement (Sentiment)
• Conversion (SMROI)
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Where to START?
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Start with DATA! Emerging business ideas in 2017…
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‘hygge interior design’ ‘jive classes’
‘craft gin’ ‘craft beer’ … ‘beer delivery’
‘gourmet food’ ‘vegan’ ‘cycling companies’
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