Digital technology has been adopted rapidly over the last few years. These changes prompted advertisers to shift their ad spending away from traditional options and towards digital ones, according to a report by eMarketer, with increases in retail media networks and streaming TV. How can brands consistently develop compelling, high performing creative? This blog post will explain.
Reasons Why Creative Experimentation Is Critical for Success
1 – To Evolve Alongside Customer Behavior Changes
The marketing activity ecosystem is changing. Today, customers are gaining an increasing amount of control over the way they see and interact with brands.
Huge changes in the way consumers make purchase decisions have shed light on a new reality for brands, where consumers are moving from a reactive position to a proactive one. These changes are creating the need for marketers to adopt a more participatory role in the customer’s journey.
2 – To Gain a Competitive Advantage
Today’s digitally-based world requires marketers to make meaningful connections through engaging content, which can be shared and distributed. This is the only way to create a competitive advantage.
In addition, the growing influence of millennials has resulted in a shift in the traditional customer relationship. This has created a new marketing paradigm that marketers must respond to in order to survive.
3 – To Get Noticed
The digital era has clearly changed the way that consumers interact with brands. In addition, the increased use of mobile devices has led to a spike in the amount of media being consumed by this same group. This has created a high degree of clutter and noise, making it virtually impossible for brands to be noticed.
4 – Experiment to Drive Long-Term Success
The challenge with campaigns and content that are not tested frequently is that they can become stagnant and do not keep up with consumers’ changing behaviors, attitudes, and preferences. Marketers need to embrace experimentation to discover the right balance between what is tried and what succeeds.
5 – Creativity and Originality Help Build a Brand
New campaign ideas, engaging content, and fresh brand experiences are critical for creating connections. This helps build a brand and a better relationship with consumers.
6 – Eliminate Inefficiencies
A key benefit of experimentation is that it eliminates certain inefficiencies. For example, it eliminates the ‘repetitive’ testing and ‘repetitive’ failures that can occur when you are unable to find a successful formula.
7 – Build Brand Recognition
It’s all about the brand. And experimentation helps you gain exposure, build a strong brand, and create a connection with your customers. You can be seen as the brand that provides new and interesting content with engaging, creative, and innovative ideas.
Experimentation is critical for creativity and competitive advantage. But, it’s also critical for long-term success and building the brand. Digital technology has created a high degree of clutter and noise. The only way to rise above the competition in order to be noticed is to constantly test new ideas and ensure that your content and creativity are evolving alongside customer behavior and attitude changes. This will help you increase brand, engagement, and conversion and ultimately drive long-term success.
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