The growth of digital media over recent years has meant the amount of information marketers have access to and can gather about customers has increased phenomenally.
Businesses can now build a fuller and more sophisticated picture of their customer base allowing them to understand aspects such as likes, dislikes, lifestyles, and purchase habits. This has enabled a greater understanding of consumers and, as a result, a more targeted approach to marketing.
By being able to profile and segment audiences in such a detailed way marketers are able to target exactly the people they want to via the channels their customersâ€™ actively use with messages and content specifically tailored to their needs.
But waitâ€¦ with so much data available, does this mean creativity is becoming redundant and a more pragmatic/rational approach to marketing will work more effectively?
In some respects it could be argued that this is the case. With so much data available marketing has, to some extent, become more prescribed with the information helping to more easily define the tactics and channels you should use.
However, with an increasingly brand savvy audience it is simply not enough to send generic information to your customers. Increasingly, a more engaging, relevant, memorable and emotive approach is required. This is where creativity comes in to itâ€™s own.