Less Than 10% Of Purchased Impressions Make Effective Use Of Data For Personalised Content: Georgia Brammer, Flashtalking APAC

Combining creativity with data and analytics is now becoming important for developing effective marketing campaigns and engaging customers. Georgia Brammer, Managing Director of Flashtalking APAC highlights how this mix is transforming the way we approach marketing. Creativity has always been the foundation of developing a brand's identity, with organisations distinguishing themselves through different stories and eye-catching imagery along with a common objective of emotional impression on the audience to turn them into loyal customers. With the changing times and the advent of the digital era, there has been a significant shift towards using data to direct marketing activities. "The firms have always had a creative spirit. However, as digital marketing progresses, there is a definite shift towards a more data-driven strategy," says Brammer. This move stresses the need to combine facts with creative ideas.

Marketers now have access to a wide range of data via various digital technologies, including what customers do on a website and how they interact with advertisements. This allows them to personalise their interaction with their target audience more accurately than before. However, Brammer mentions that many marketers are not completely utilising this data to personalise their adverts. "Less than 10 per cent of purchased impressions make effective use of data for personalised content. This gap creates a major opportunity for organisations to improve consumer relationships by providing more relevant and attractive messaging,” she adds while focusing upon the opportunities not availed by most marketers.

The growth of creative intelligence is one of the most fascinating innovations, which uses data to influence creative ideas from beginning to end. Brammer shares, “Creative intelligence is about using data to guide creative decisions, it's about telling stories that really connect with your audience while also making sure they're effective and impactful and encourage marketers to go for a balanced approach that combines data insights with imaginative thinking to create ads that are both smart and emotionally engaging.”

As the digital market is evolving, finding the right balance between creativity and data is crucial. Marketers need to embrace new technologies and keep the creative flair that makes their brand stories and brand value special. By blending creativity with data, businesses can build stronger connections with their customers and penetrate deeper audiences with personalised nuances in their storytelling.

Kashish Saxena

BW Reporters The author is a trainee content writer at BW Businessworld.