Marketing Effectiveness And Why Creativity matters

Marketing Effectiveness And Why Creativity matters

In the world of marketing, being effective means more than just reaching your goals—it’s about achieving those goals in a way that is impactful and enduring. Effectiveness is often defined as proof that a campaign has met its objectives, particularly sales, market share, or profits. Effectiveness is the destination for any marketing campaign but like any destination worth reaching, it matters how we get there. Let's explore what makes marketing campaigns successful, and why creativity is a crucial part of the mix.

Performance-Based Marketing: Better For Effectiveness?

The subject of effectiveness is often associated with the left brain. When the chase for results begins, performance marketing gets the nod over creative marketing. This choice is frequently reflected in the choice of channels.

This is by no means a conclusive stance on performance marketing but we have to admit that when marketers talk about effectiveness, they often focus solely on performance metrics. Many believe that if you can measure everything, you can improve it. This is why performance marketing, which relies on measurable outcomes, often gets prioritized over creative marketing. But as we seek to question everything, we question if this is always the best approach?

Les Binet, Group Head of effectiveness at adam&eveDDB and one of advertising effectiveness’ most prominent thinkers and researchers questions this approach and puts it down to the false promise of being able to “measure everything”.

One of the most damaging legacies, Binet argued, was attribution modelling, which “favours short-term performance marketing and punishes creativity”.


A Look At Empirical Research

Like Siamese Twins, Creativity Remains Inseparable From Effectiveness.

A 2023 study of the top drivers of advertising profitability reaffirmed brand size to be the biggest driver of incremental profit and creative quality the number two driver.

Source: Kantar

While advertisers have little control over current brand size they can control creative execution.

Take the example of John Lewis, a popular UK retailer. In 2009, their sales were -3.4% and profits had dropped by 26%. Like-for-like sales had been negative for 16 months and were below the industry average. They needed something, anything to turn things around. Their agency, adam&eveDDB, created a Christmas campaign that was not just creative but also highly effective. As a result, John Lewis has grown 4.4 times faster than its competitors over the decade resulting in significant growth in sales and brand recognition.

A 2023 study from WARC and Kantar found that the most creative ads are more than 4x more profitable compared to low creative quality ads.

Source: Kantar x WARC

As our research has shown so far, creative quality is a key ingredient contributing to the effectiveness of marketing communications. Yet, for all that, we’ve also seen major breakthroughs in effectiveness research over the past couple of decades focused on the other variables – budget, media priorities, “mental and physical availability”.

The solution is simple: To maximize effectiveness, organizations will need to reunite these variables with creativity.

The Case For Creative Effectiveness

With this, we’re presented with a new term “Creative Effectiveness”. Creative effectiveness is the ability to create communications that will meet commercial objectives matched with the right investment and measurement profile to maximize their impact. In this definition, creative effectiveness brings together budget setting, creative development, media and other touchpoints, and all other inputs into marketing communications.

Marketing communications that get this combination right are more likely to climb the Creative Effectiveness Ladder – a framework introduced in 2020 to help companies understand the different types of impact advertising can have. They are more likely to build “mental availability” (to use the phrasing of the Ehrenberg-Bass Institute), and to build long-term brand effects (to use the phrasing of Les Binet and Peter Field).

If you’re interested in learning more about the creative effectiveness ladder, you can check out this free resource by Lions: https://www.lionscreativity.com/creative-effectiveness-ladder-masterclass

The Balance Between Creativity and Performance

Effective marketing strikes a balance between creativity and measurable performance. It’s not about choosing one over the other. The key is to combine creative ideas with a solid strategy that can be measured and tracked. This approach helps ensure that every marketing effort is not only innovative but also effective in achieving business goals.

Key Lessons for Effective Marketing

WARC, an Ascential company that provides insight, intelligence, evidence, expertise and case studies for marketers globally put together some key lessons on achieving marketing effectiveness:

  • Effectiveness Matters as Much as Efficiency:

Sometimes, taking the time to build a strong brand message is more effective than focusing solely on short-term results.

  • Strong Brands Have an Advantage:

Companies that invest in building strong brands can enjoy better outcomes both in the short and long term.

  • Creativity Supercharges Marketing Impact:

Creative campaigns, especially those that tap into emotions, are closely linked to greater effectiveness.

  • Maximize Reach for Greater Impact:

It’s essential to ensure your marketing messages reach a wide audience. Where and how you deliver these messages plays a crucial role in their effectiveness.

  • Building Brands is Much Bigger Than Advertising:

For creativity to supercharge your brand and business, it needs to go beyond advertising. It needs to apply beyond just marketing communications as branding is made up of all the interactions a consumer has with a business.

Conclusion: The Value of Creativity in Marketing

In the quest for marketing success, creativity is our greatest ally. It’s the tool that allows brands to connect with consumers on a deeper level, making them not just effective but also memorable and impactful. The combination of creative thinking and effective strategy leads to stronger brands, happier customers, and more successful businesses.

By embracing creativity and balancing it with performance, you can create marketing campaigns that not only achieve their goals but also leave a lasting impression. Here’s to harnessing the power of creativity and effectiveness to build brands that shine!


References:

  1. The creative effectiveness ladder: https://www.lionscreativity.com/creative-effectiveness-ladder-masterclass
  2. Kantar report on advertising multipliers: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think
  3. Drivers of advertising profitability: https://www.warc.com/content/article/bestprac/drivers-of-advertising-profitability-2023/en-gb/152533
  4. Marketing Truths: https://www.warc.com/newsandopinion/opinion/warcs-marketing-truths-for-us-marketers-in-a-time-of-great-change-stick-with-what-works/6537
  5. See James Hurman’s piece on how to use the creative effectiveness ladder: https://www.warc.com/newsandopinion/opinion/How_to_use_the_Creative_Effectiveness_Ladder/3691

Woodley B. Preucil, CFA

Senior Managing Director

4 个月

Ifeoluwa Tabi Fascinating read. Thank you for sharing

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