5 Actionable Strategies to Augment Marketing with Creativity

“Humans are mortal. So are ideas. An idea needs propagation as much as a plant needs watering. Otherwise both will wither and die.”

This thought of Dr Bhim Rao Ambedkar is universal as well as inclusive, covering all socioeconomic spheres, including the business world, where people from all walks of life come to meet both tangible and intangible needs. To address consumers’ needs, businesses which successfully propagate and nurture their concepts with creative marketing tactics often convert prospects into customers and opportunities into accomplishments. Let’s delve a bit more deep to explore how a business can go more creative and assertive while pursuing the target audience with strategic marketing plans.???

Be SMART while determining objectives

Determining objectives is a crucial step in creating a successful marketing campaign because they not only provide a roadmap for the campaign but also serve as a critical tool for evaluation and improvement. Clear objectives guide the direction of the campaign, help in measuring its success, and ensure that all efforts align with the overall goals of the business.

Objectives in a marketing campaign should be specific, measurable, achievable, relevant, and time-bound (#SMART). For instance, there should be 100% clarity on whether the campaign is intended to increase brand awareness or boost sales within a specific period. By setting a measurable goal, like a 20% increase in online sales over three months, the marketer can track the campaign's performance and adjust strategies as needed.

On the other hand, objectives must help in aligning the campaign with the brand's overall message. Apple, for example, consistently aims to position itself as a provider of innovative and high-quality products. Their marketing objectives always align with this positioning, whether they are launching a new iPhone or promoting Apple Music.

Since no activity should be marked in red in the company’s financial journals, budget optimization is of foremost importance in determining the objectives. A small business, for instance, might set the objective to increase local brand awareness. They might then allocate their budget to local SEO and community events rather than expensive national ad campaigns.

The right objectives help in choosing the most effective channels and execution tactics. For instance, if a #B2B company aims to generate leads, its campaign might focus on LinkedIn advertising and content marketing, as opposed to Instagram influencers.

By reviewing whether objectives were met, companies can adapt and improve future campaigns. Amazon continually optimizes its marketing strategies based on the performance metrics of previous campaigns, whether it's for Prime Day or holiday sales.

Push your USPs creatively

Maintaining consistency with your brand's values and messaging is crucial for standing out from competitors. Apple's marketing campaigns reflect its values, showcasing its sleek, minimalist, and innovative products. To enhance your brand's essence, identify your unique selling proposition (USP) and communicate it across all marketing channels. Develop creative ideas that align with your brand's values and messaging. The goal is to take a swipe at the competition to gain more market share, so use your creativity to align with your brand and resonate with your audience.

Be voluble but not loud

To stand out in a competitive market, it's crucial to have a USP at the core of your marketing strategy. Identify your target audience and their interests, and then develop clear, concise messaging that resonates with them. Avoid jargon and complex terminology, and use language that speaks directly to your audience. Being unique and authentic will set your brand apart from the competition.

Let creativity lead your campaign

Creative tactics play a pivotal role in connecting a brand with its audience in a marketing campaign. These tactics involve using innovative and engaging methods to capture the target audience's attention, convey the brand's message, and create a memorable experience. The use of creativity in marketing can differentiate a brand from its competitors, foster brand loyalty, and drive consumer action.

Be it #Airbnb’s storytelling approach in its marketing campaigns by showcasing real stories of hosts and travellers, #IKEA’s idea of leveraging augmented reality (AR) in their apps, Wendy's quirky way of engaging in banter with customers and competitors on X (Earlier #Twitter), or #CocaCola's "Share a Coke" marketing tactic, these creative approaches have helped them stand out and create a strong, relatable personality for the brand.

Moreover, many brands align themselves with social causes to resonate with their audience's values. Patagonia's commitment to environmental sustainability, demonstrated through campaigns and initiatives like donating #BlackFriday sales to environmental causes, helps them connect deeply with environmentally conscious consumers.

Positioning through unique perspective

Offering a unique perspective in a #marketingcampaign allows a #brand to stand out in a crowded market, resonate deeply with its target audience, and establish a strong, distinctive brand identity. This approach involves presenting products, services, or brand values in a way that is different from competitors, often addressing unmet needs, tapping into niche markets, or showcasing innovative viewpoints.

Let’s take the example of #Dove’s bold idea of challenging industry norms in the "Real Beauty" campaign, featuring #women of all shapes, sizes, and ages. Through this unique perspective, Dove positioned itself as a brand that celebrates natural beauty, resonating with a wide audience tired of unrealistic beauty standards. And who can forget Nike's "Just Do It" campaigns featuring Colin Kaepernick, where the brand took a stand on social issues by connecting with consumers who share similar values, offering a perspective that goes beyond just selling sports apparel.

Creativity pays off

The crux of the above discussion is that #creativity should be at the core of #marketingcommunications. At the completion of every marketing communication, the content consumers must feel special and appreciated. Of course, creative marketing is challenging, but it's worth the effort. A quirky and creative campaign can elevate your brand in a way that conventional tactics often fail to do.?