ADVERTISING CREATIVITY

La creatividad publicitaria es una cualidad muy importante que debe poseer cualquier experto en marketing.

How many times have you caught yourself singing that catchy song from an advert or repeating an advertising slogan? I’m sure more than once.

Advertising creativity is undoubtedly one of the most important qualities when it comes to creating successful advertising campaigns that connect directly with audiences and stick in their minds.

Creativity is the lifeblood of advertising and brands. It’s what brings to life messages about products and services that might otherwise be dull or insignificant in the hearts and minds of your target customers.

Advertisers often turn to advertising agencies for the design and development of advertising campaigns and go with what will work best.

Now more than ever, creativity brings an organisation to life. Businesses that rely solely on traditional advertising methods will struggle in the digital age.

In this article we will discuss this important aspect of advertising and why it is essential to be creative today.

Why is advertising creativity important?

The importance of advertising creativity is very evident today, as competition between companies and brands continues to increase.

Creativity can be defined as “the use of imagination or original ideas to create something”. In advertising, it is what gives meaning to brands’ messages.

People often think that technology itself is the most important thing in the world of technology, but without creativity, there is no way to create meaningful connections with customers.

How many times have you caught yourself singing that catchy song from an advert or repeating an advertising slogan? I’m sure more than once.

Advertising creativity is undoubtedly one of the most important qualities when it comes to creating successful advertising campaigns that connect directly with audiences and stick in their minds.

Creativity is the lifeblood of advertising and brands. It’s what brings to life messages about products and services that might otherwise be dull or insignificant in the hearts and minds of your target customers.

Advertisers often turn to advertising agencies for the design and development of advertising campaigns and go with what will work best.

Now more than ever, creativity brings an organisation to life. Businesses that rely solely on traditional advertising methods will struggle in the digital age.

In this article we will discuss this important aspect of advertising and why it is essential to be creative today.

Why is advertising creativity important?

The importance of advertising creative is very evident today, as competition between companies and brands continues to increase.

Creativity can be defined as “the use of imagination or original ideas to create something”. In advertising, it is what gives meaning to brands’ messages.

People often think that technology itself is the most important thing in the world of technology, but without creativity, there is no way to create meaningful connections with customers.

It has been said that the best way to get noticed amidst the advertising “noise” is to be creative. And the most creative ads are the ones that grab and hold the attention of their audience. The others tend to go unnoticed and forgotten.

What creativity brings to advertising

Personalisation

Imagine you walk into a coffee shop you’ve been to a few times before and when you go up to the counter to order, the waiter or waitress asks you the same old question. That’s personalisation. Not only do you save time and energy, but you are remembered and a connection is made.

The same can be said for creativity in advertising; if the message is delivered in a personalised and creative way, consumers are more engaged. And just like the experience in a coffee shop, online shopping is much more convenient.

Brand awareness

Providing value to your customers by creating meaningful connections through advertising creativity is one way to get your brand recognised.

Consumers are more likely to be attracted to and remember an ad if it is something they can relate to or if it is relevant to their interests.

Companies can build an established brand in this way: by providing meaningful, relevant and consistent advertising creative for their target audience.

Storytelling

When creating a story for your brand, you need to focus on emotional impact. Emotional impact is crucial to creating a human connection.

People are more likely to resonate with your brand if they identify with it in some way.

Storytelling is not only a way to connect with your customers, but it also gives a clear picture of your brand by guiding the reader along their journey, leaving fewer questions unanswered.

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Creating a story for your brand also helps retain customers. After people recognise your brand and can create a connection with it, they are more likely to remember your brand much more easily. This is part of advertising creativity.

Capture attention and connect

Ad effectiveness is at its best when great creative is accompanied by great targeting, facilitated by the latest technology and data tools.

It may seem obvious, but reaching a large number of consumers with advertising is critical to the success of a campaign: only consumers exposed to an ad can be influenced.

If an ad’s advertising creativity is able to elicit excitement and relevance for the consumer, they are more likely to engage with your brand.

How to stimulate creativity in your marketing campaigns

One of the main challenges for all marketing and advertising professionals is to be able to continuously generate original, captivating and creative ideas.

Mind maps are a great way to generate innovative campaigns and advertising creativity that would otherwise never have been considered.

By using keywords, colour coding and images to trigger associations in your brain, the limitless essence of a Mind Map will ensure you come up with some of your best and most creative ideas.

Starting a mind map is exactly like starting any creative thought process: you start with an initial seed of an idea and then let your brain explore various lines of thought that flow from it.

With a mind map, you simply document each thought so that nothing gets lost in the jumble of ideas inside your mind. And it’s one of these thoughts, however fleeting or small, that can be the key to your next big campaign.

It can be beneficial to map out the most important and relevant marketing strategies for your business, so you can see all the possible directions you can take. Remember: with mind mapping, all ideas are valid and imagination is encouraged.

So, for example, you might want to map out all the possible marketing channels you could use and the specific content that each could include.

The next step would be to take one of these branches (perhaps a channel or platform you haven’t experimented with yet) and expand it by covering all the possible ways you could use this channel.

Make sure to do some research for inspiration. What are your competitors doing? What kind of marketing trends do you see?

Mind maps allow you to connect seemingly unrelated concepts, which could produce those all-important moments of inspiration.

How to get your marketing projects done

Now that you’ve spent time generating creative ideas, don’t let them go to waste. Creating a campaign checklist or step-by-step plan will ensure action on all aspects of your advertising creativity.

The most cost-effective and efficient way to execute a marketing campaign is to produce content that can be reused across multiple platforms.

By using your most valuable content in the best possible way, you can make the most of the time and money you’ve invested in creating it.

This will also ensure that your campaign has a strong and consistent message. While not all content is suitable for all platforms, it is important to understand that a complete campaign should incorporate multiple marketing tools in order to target customers from all angles and platforms.

By breaking down all the stages of your marketing project into a mind map, you’ll make sure you don’t forget any aspect and boost your advertising creativity.

Structuring your campaign plan in this way will allow you to consider all aspects of your marketing strategy as part of the bigger picture.

It’s also a good way to keep your team involved in the process, so they can add their own ideas.

How to stimulate creativity in your marketing campaigns

One of the main challenges for all marketing and advertising professionals is to be able to continuously generate original, captivating and creative ideas.

Mind maps are a great way to generate innovative campaigns and advertising creative that would otherwise never have been considered.

By using keywords, colour coding and images to trigger associations in your brain, the limitless essence of a Mind Map will ensure you come up with some of your best and most creative ideas.

Starting a mind map is exactly like starting any creative thought process: you start with an initial seed of an idea and then let your brain explore various lines of thought that flow from it.

With a mind map, you simply document each thought so that nothing gets lost in the jumble of ideas inside your mind. And it’s one of these thoughts, however fleeting or small, that can be the key to your next big campaign.

It can be beneficial to map out the most important and relevant marketing strategies for your business, so you can see all the possible directions you can take. Remember: with mind mapping, all ideas are valid and imagination is encouraged.

So, for example, you might want to map out all the possible marketing channels you could use and the specific content that each could include.

The next step would be to take one of these branches (perhaps a channel or platform you haven’t experimented with yet) and expand it by covering all the possible ways you could use this channel.

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Make sure to do some research for inspiration. What are your competitors doing? What kind of marketing trends do you see?

Mind maps allow you to connect seemingly unrelated concepts, which could produce those all-important moments of inspiration.

How to get your marketing projects done

Now that you’ve spent time generating creative ideas, don’t let them go to waste. Creating a campaign checklist or step-by-step plan will ensure action on all aspects of your creative ad campaign.

The most cost-effective and efficient way to execute a marketing campaign is to produce content that can be reused across multiple platforms.

By using your most valuable content in the best possible way, you can make the most of the time and money you’ve invested in creating it.

This will also ensure that your campaign has a strong and consistent message. While not all content is suitable for all platforms, it is important to understand that a complete campaign should incorporate multiple marketing tools in order to target customers from all angles and platforms.

By breaking down all the stages of your marketing project into a mind map, you’ll make sure you don’t forget any aspect and boost your advertising creativity.

Structuring your campaign plan in this way will allow you to consider all aspects of your marketing strategy as part of the bigger picture.

It’s also a good way to keep your team involved in the process, so they can add their own ideas.

Collaboration aids creativity, and mind maps are a quick and easy way to tap into each other’s ideas and expand them into something more.

Don’t forget about mobile devices

It’s no surprise that mobile is changing the nature of consumption, but its impact on the creative and marketing industry is significant.

With up to 70% of web traffic coming from mobile devices, it is critical to be able to tailor marketing campaigns to these devices.

It’s important to understand what devices your audience is using and to ensure your creative efforts are having the desired effect.

Mobile is changing the behaviour of consumers who interact with it.

Marketing ideas with true advertising creativity and meaning will not only grab people’s attention, but keep them immersed and engaged with the campaign creative.

Therefore, taking the time to research the devices your audience interacts with will prove invaluable when devising and planning creative campaigns.

8 ideas to inspire your advertising creativity

Successful marketing depends, at least in part, on creative strength.

You can have a logically better project, an objectively lower price and a measurably longer track record than your nearest competitor, but if your marketing messages are boring or stale, people won’t give them a second glance.

Advertising creativity helps you stand out in a world bombarded with advertising, helps you differentiate yourself from your competitors and makes you more memorable in the minds of your customers.

The solution is easy: come up with more creative ideas!

But it’s not that easy. You can’t force creativity, and sometimes “creative” isn’t enough to make an idea successful.

Don’t forget about mobile devices

It’s no surprise that mobile is changing the nature of consumption, but its impact on the creative and marketing industry is significant.

With up to 70% of web traffic coming from mobile devices, it is critical to be able to tailor marketing campaigns to these devices.

It’s important to understand what devices your audience is using and to ensure your creative efforts are having the desired effect.

Mobile is changing the behaviour of consumers who interact with it.

Marketing ideas with true advertising creative and meaning will not only grab people’s attention, but keep them immersed and engaged with the campaign creative.

Therefore, taking the time to research the devices your audience interacts with will prove invaluable when devising and planning creative campaigns.

8 ideas to inspire your advertising creativity

Successful marketing depends, at least in part, on creative strength.

You can have a logically better project, an objectively lower price and a measurably longer track record than your nearest competitor, but if your marketing messages are boring or stale, people won’t give them a second glance.

Advertising creativity helps you stand out in a world bombarded with advertising, helps you differentiate yourself from your competitors and makes you more memorable in the minds of your customers.

The solution is easy: come up with more creative ideas!

But it’s not that easy. You can’t force creativity, and sometimes “creative” isn’t enough to make an idea successful.

But before you despair, try these strategies to help you come up with more creative ideas for your own campaigns:

1. Keep a close eye on the advertising campaigns of big companies

Companies are constantly launching new advertising campaigns, some of which break stereotypes and challenge industry conventions.

The more you learn about these ongoing developments, the more unconventional ideas you’ll have for your own campaigns.

This doesn’t mean you should copy these campaigns, but you can take inspiration from them.

Don’t limit yourself to your own industry: look for inspiration to boost your advertising creativity from successful marketing campaigns run by big companies in different industries. You probably don’t have their marketing budget, but we’re sure you’ll get some inspiration from it.

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2. Spy on your competition

Your competitors probably don’t use brilliant ideas, but they will have similar goals, products and audiences to you, which means you’ll have a more direct view of campaign effectiveness.

How do people react, and how can you tweak this to suit your own brand? Again, be careful not to copy the campaigns you find here; instead, use them as inspiration to fuel your own brainstorming.

Track them on a social media list or read industry news regularly to stay on top of what your competitors are up to.

This is very important if you want your business to stand out and stay one step ahead of your competition.

You know, to boost your advertising creativity, spy on your competition.

3. Pay attention to your own tastes

This one goes beyond the digital realm and has to do with how you live your own life.

Many advertisers and marketers get bogged down in thinking about what other people might be interested in and neglect what they themselves are intrigued and passionate about.

You may not exactly fit your company’s target audience, but if something naturally intrigues you, it’s likely to intrigue other people too.

For example, did that bus advert make your head spin? Ask yourself why. Did that TV ad stick in your mind for days? Ask yourself why.

Once you’ve found the answers try applying it to your own advertising creativity campaigns.

4. Know your target audience inside out

If you want to be creative and effective, you need to know your target audience inside and out.

For many, this means conducting extensive, quantitative research into demographic trends, but this will not give you an accurate picture of these people.

Instead, try to take a more personal approach: see if you can meet and talk to your customers on a personal level…. You’ll get a better understanding of their views and they may even give you new ideas for your advertising campaigns.

Get to know your customers’ desires, fears, likes, dislikes, goals, passions and every possible psychological aspect. This will help you find new ideas and insights to focus your future campaigns and make them much more effective.

5. Cartoonish thinking

The fifth idea of advertising creativity. A caricature is a portrayal with gross exaggerations of notable qualities, usually for comic effect.

However, you can also apply caricature thinking to your own business, products and customers.

Think about the distinguishing characteristics that make your business unique: how can you further highlight these qualities that set you apart?

For example, if your customer service is better than your competitors’, you could use advertising to portray a customer service agent who goes above and beyond the call of duty.

If your brand is known for its light-hearted tone, take this image to the extreme for a campaign.

6. Two heads are better than one

One of the most common mistakes marketers make is to turn inward when looking for ideas.

If you have a creative team, don’t hesitate to do brainstorming sessions to get inspiration and new concepts or details that can be useful in the future.

And if you are working alone, it doesn’t matter, seek the help and opinion of others, even if they are not in the marketing field. You’re sure to get some useful ideas and showcase advertising creativity in your ads.

7. Never dismiss “bad ideas”

Not all “bad” ideas are really bad. It’s true. Ask anyone who’s ever had a brilliant or innovative idea and they’ll probably tell you that it seemed crazy when they first came up with it.

We have this natural tendency to have lots of ideas, but only stick with the ones that satisfy or convince us.

Instead, keep those “bad” ideas a little longer, to see if you can tweak them, adapt them and turn them into something more interesting.

And don’t be afraid to take a chance on a promising idea.

8. Remember to rest

If you try to force yourself to come up with creative ideas, you will stifle your own progress. Even if you find it difficult, try to step away from the problem and let your mind move on its own; the more freedom you give your thought process, the more interesting directions your thoughts can take.

Advertising creativity is not something that can be forced, it emerges, and while it’s true that effort and consistency help us to be inspired more often and come up with more ideas, it’s also very important to remember to stop every now and then and give your mind a break.

We hope this article has helped and inspired you to work on your advertising creativity.

Want to learn more about marketing, advertising, design, psychology and other interesting topics? Take a look at our blog and you will find a large number of posts that can help you find new ideas for your marketing campaigns. This will help your advertising creativity.

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