Using Data to Market Creatively

Posted: November 12, 2019

[caption id="" align="alignright" width="494"] Image: Marketing Insider Group[/caption] Many marketers feel that data and creativity can't mutually exist in content marketing. Truthfully, effective marketing should combine both elements. Striking the balance between them is where great marketers can really shine. You need to present the data to your readers, but in a way that won't overwhelm them. Knowing what data to use, and putting it in a format that will help your audience digest it, is the key to successfully incorporating these very two important tools. Tiffany Delmore, contributor to Marketing Insider Group shares tips and tricks to help creative marketers use data in their plan.

How Creative Marketers Can Get What They Need From Data

Data and creativity have always been siloed, even in our own minds. You’re probably well-acquainted with the idea that our “left brains” are more logic- and data-focused, while our “right brains” house our creativity. The best ideas, however, require input from both hemispheres. The best marketing is no different. To be effective for its audience, creative marketing needs to be data-led—but the data deluge can be overwhelming. Marketers have to strike a balance between data insights and unique creative, increasing their confidence in their ability to execute. The data revolution began with the notion that we needed as much data as possible. Today, 68% of marketers are “somewhat concerned” or “very concerned” with the amount of data their organizations are throwing away—data that could inform more effective creative. “The new face of creativity is data-driven,” argues Prodeep Bose, EVP of growth and innovation at The Bloc, a health creative agency. The reality is that information processing is the necessary first step in the creative process, and that’s what computers do better than humans. “It is our hubris that makes us believe we have the best judgment and abilities as communicators on the planet,” he adds. “Turns out, we don’t.” Read the entire article, How Creative Marketers Can Get What They Need From Data, on Marketing Insider Group.