Growing creativity, the road is long and difficult
The challenge is clear.
First of all, in the current media environment, information channels are fragmented, scenarios are diversified, and growth is not a one-time decision, which requires a massive amount of creative creative production.
Taking the simplest public account number increase as an example, when you go to launch Guangdiantong, it is usually recommended to prepare at least 5 sets of creative copywriting. What’s more, large-budget advertisers put in a variety of large-scale creative materials like bullets used in wars, the more the better.
At the same time, technology and data give advertisers the opportunity to see the insufficiency of creatives, so continuous tuning is necessary. If one creative fails, it has to be replaced and updated, which further increases the requirements for the number of advertising creatives.
In the past, traditional creative companies produced single-digit advertisements a month, but now they need to produce hundreds or thousands of advertisements. Such quantitative changes are the basis for growing creativity.
And while platforms provide the tools for efficient creativity, scaling creativity is still difficult. More worryingly, if everyone uses tools to replicate ideas, will there be a cookie-cutter situation? What’s more, those blockbuster textbook-level “big ideas” are unlikely to be replicated.
Secondly, in a growth context, creativity may be limited.
We see that many classic advertisements do not sell goods themselves, but tell a spiritual core. This kind of advertising creativity that is not oriented to immediate growth is often memorable. In a longer period of time, it is definitely a powerful tool for brands to reach emotional connection with consumers.
However, this kind of creativity seems to be gradually withdrawing from the center stage due to the untestable growth effect. Creativity is subjective, growth is objective, and the difficulty of judging creative value makes advertising people who need to report upwards go to cold numbers.
Growth creativity has obvious gains for performance advertising, but in brand advertising, the difficulties are particularly obvious. How do creatives dance with the shackles of “growth”? So far, there is no perfect answer.
Keep your faith, even if it costs you everything
Of course, the biggest challenge is still at the practical level.
Using technical means to link content ideas and data-driven efficient growth is certainly a good way to realize growth ideas, but most creative people currently do not have the technical insight and application ability.
In some teams, traffic buying and selling and growth ideas are actually in charge of different teams, and the effect can be imagined under the separation and cooperation.
Shen Jiaqi, Managing Director of Accenture Interactive Greater China, clarified the new competency requirements for creative people: “Creative people must understand business very well, they need to capture the rapid changes in consumer demand and scale effects through multiple dimensions, and then really help Drive business growth.”
This is probably not an iteration that can be completed overnight.
Going back to the question posed at the beginning – how does the advertising and marketing industry dance with growth? Can the short-term and long-term effects of marketing ideas be balanced? Are traditional creatives going to be subverted?
The answer is not unique. The general trend of creativity moving closer to growth is irreversible, and whether the proposition of “growing creativity” can ultimately be realized depends on the improvement of creative people and the transition of the overall thinking of the advertising and marketing industry to overcome the difficulties together.
An excellent marketer can not only “read” the information in the data, but also carry out a round of perceptual understanding, and then use creativity to grasp the direction of the content.
After the content is delivered, it will continue to optimize the direction of the next content according to the data fed back by the platform, and enter a new cycle.
In this marketing environment where the weight of information flow advertising is getting higher and higher, Mantou Business School has reached in-depth cooperation with a large number of universities. Combining the high-quality resources of both parties in the field of digital marketing and rich experience in education and training, the online course “Information Stream Advertising Practical Elite Training Camp” is launched, which is specially designed to cultivate rational and emotional marketers.