Marketing automation trend spans businesses of all sizes, from SMBs to the world’s major corporations. You need to make sure that you aren’t automating for automation’s sake. Marketers are required to be high-skilled with so many different campaign tools and communication center has moved from mass media to social media. These changes has affected in creative advertising and campaign as well. In recent trend of AD/Design award, most of winning projects shows it clearly. Beautiful things are no longer to see for myself but to share with friends and people via smartphones.
So how is purpose changed? In the past, marketing event was focused in brand awareness or brand experiences to customers where product/service was clearly shown visually on creative design to deliver the message in advertising. Whereas, nowadays corporate PR & marketing is focusing on story telling which attracts people’s mind and drive reactions for a mutual communication.
The basic of communication is ‘interest’. Creativity is a great way to capture interest and these creative elements can then attract people to your company and offerings. For example a computer company, instead of putting a lot of information about their own offerings up, might look to offer technical tips instead, or advice on work/life balance in a continually connected world, motivating people start visiting the website more regularly rather than just when they need something. In this way, companies and their content will be top-of-mind when customer need arises By creating quality content, whether through your company’s blog or even through social media platforms, you can gather important information about prospects, customers and advocates. Not only will you be able to identify where those people are and how to target them, but by encouraging them to sign up for future updates, you can capture essential lead details that’ll help you create sales. This data can then be used to inform the next round of content creation – making sure your creativity is even more influential next time. And that’s how marketers can use marketing automation and creativity in conjunction. Some call it Content marketing and these contents organically linked to each other build a relationship with customer.