According to a Walker Sands report, 41% of marketers believe that a balanced combination of creativity and technology drive today’s campaigns.
This article says companies which integrate creativity with analytics have higher growth rates than the ones which don’t. Though marketers understand the necessity of both creativity and technology for developing effective strategies, they are not sure about how they can combine both of them.
The piece quotes Justin Thomas-Copeland, President and CEO of RAPP New York saying that data analysis can help guide the creative process. Marketers can use consumer insights data to create relevant, compelling stories and design a consistent customer experience.
The author argues that brands need to be agile and flexible to meet ever-changing consumer choices. They need to leverage customer data to optimise customer engagement and effectively drive marketing campaigns.
[5 minute read]