Transforming Objective Data into Creative Marketing

Marketing is a vast and often hectic subject. This becomes even more disconcerting when you remove the analytic aspects and use words like "creative". Nevertheless, creative marketing campaigns are at the heart of your success. Without them, you can not afford to reach your audience and engage with them.

What is creative marketing, though? How should your analysis strategy work in this regard? How do you get objective marketing data to create creative marketing campaigns? Very often, it is an afterthought, when it represents 80% of the success of your campaign.

This can be a daunting challenge, and not everyone is up to it. This requires transforming objective data into a story format that draws on the subjective point of view of each consumer, putting information through the filter of creativity to develop stories, emotion, and a full campaign for your mark.

What kind of goal marketing? the data is there?

Perhaps the most important step here is to lay a solid foundation. To do this, it is important to understand the types of objective marketing data that can and should be used. Of course, there are some, including demographics of your market and information on customer satisfaction. However, there is much more than that.

Not only are there different types of objective marketing data, but there are many dimensions to understand and focus on. For example, different data points that paint a complete picture … as the length of the video being viewed is an important parameter, but you also need to focus on other dimensions, such as the version of the creative in question and the context of the creation itself.

The challenge organizations face is that too often, creative collaterals are seen as a dimension, while they have multiple dimensions that go far beyond mere "clicks". A single video contains intrigues, characters, arches of history, reveals, reversals, CTA, sound and produces emotions. All these parameters affect and also depend on the emotional state of the viewer.

Why are you still thinking creatively as a one-dimensional data point?

What is creative marketing?

It's tempting to group all marketing activities under the title of "creative marketing", but that's incorrect at best and silly at worst. You can not equate impromptu calls to an AR / VR experience, even if both are technically marketing forms.

So, what is creative marketing, then?

At most basic, we can define it. as a marketing initiative involving a more complicated process than just "plug and chug" for the right reasons.

The important thing is to create the right user experience to extract the ideas or actions you want to achieve. In the end, everything is about the user.

From Analysis to Exploitable Marketing Prospects

Turning reliable data into a creative and successful marketing initiative may seem like an oblique process from the outside. However, every creative marketing campaign must follow concrete steps.

Collect Your Data

The first step is to collect your data. This will form the foundation upon which all other decisions and actions are based. What type of data do you need to have on hand? Who is your audience? What does your ideal client want? How will they use creative information? The final product should be a briefing note that clearly describes your business objectives and the gaps that currently prevent you from achieving them.

Create a Brand Story

All creative marketing campaigns are in fact stories. . You can not do that if you miss a brand story. It is essential that your business has a compelling story that explains why you do what you do and what sets you apart from the competition. Without this, you will encounter many problems that will ultimately hinder your efforts.

Without a convincing brand story, CxO is left to take the lead in making faith-based decisions in what it believes to work, rather than relying on information factual. of analysis and an emotional framework to guide him. The strategy is distorted by so-called expert recommendations, new tools and features that may not be relevant to your goals at all, and brilliant objects that lead to analytic strategies that are totally different from the real world. reality.

Make sure your brand story runs smoothly. Mediums

The history of your brand can not afford to be centered on the medium. It must be average agnostic. In other words, it should flow smoothly across all media, from blog posts to interactions on social networks, through video narration.

It goes against the age-old advice to choose a medium and to stick to it. Certainly, some psychics may not offer you value. However, this is not the case for all. A good creative strategy takes into account the different platforms that work for your organization, as well as your audience, and builds them simultaneously.

Why not start small? In simple terms, when you create a customer journey, your audience needs multiple points of contact. It's best to create your story all at once, rather than fragmenting it and waiting to see if it works. If you take this position, it will fail. What does its job, is the creation of the entire stream, not just one element.


At this point you should have essential information at hand. You know who you have to reach. You know how you intend to do that. You even know what story you want to tell. Now is the time to think about how you want to communicate your message.


When the decision on the method of communication is made, it is time to execute it. Once you have a good idea, you need to make it happen. Be sure to budget the creative talent you need to execute your creative marketing campaign. For many creative writing campaigns, a production specialist, such as a video marketing expert or a team of creative designers, can help you make your dream come true. Let's be honest here. If you have not spent most of your career developing and writing stories, you will need to hire the best talent you can afford.

That's what it looks like at the highest level.


Develop a robust analytics strategy and obtain actionable insights that inform your creative marketing efforts. Collect your data. Decide what story you want to tell. Determine how your story will unfold, then bring it together and bring it together with the talent you need to bring the story of your organization to life.

The opinions expressed in this article are those of the guest author and not necessarily those of the author. Marketing field. Associated authors are listed here.

About the Author

Producer and Creative Director Allen Martinez founded the Noble Digital agency and has implemented branding and performance campaigns for B2B and B2C startups such as: Plated, Fundrise and Telesign, as well as large companies such as: Coca-Cola, In-Bev, Subway, Nestle, AT & T , Anheuser-Busch, Quest, Hilton Hotels, Burger King, Univision, Yamaha, Miller Lite, Proctor & Gamble, McDonald's, Heineken, Orbitz and Wrigley. Martinez used Noble Digital as a platform to implement what he has learned for many years in the service of Fortune 500 companies and reverse-engineered these powerful frameworks to launch and resize startups. financed and growing companies.

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