Despite trends of leading marketers to place data on a pedestal above all else, high-quality creativity continues to lead brand strategies.
A Nielsen report revealed that good creativity remains the most important factor in predicting campaign success: it is responsible for 47% of sales lift, ahead of reach (22%), branding (15%), and segmentation (9%).
Undoubtedly, data plays a key role. Data enables better targeting and personalization, ensuring that the right content reaches the right people at the right time. Data analytics help marketers create growth cycles by clearly defining what works and what doesn’t. But thinking of marketing with the stereotypical divide of creativity and data is simply wrong. Creativity doesn’t stop when measurement and metrics begin. While marketers must embrace data, there is ample room for a creative mindset with marketing data.
One outlet for this creativity is what we call martech orchestration. This includes the orchestration of campaign and customer data to shape the customer experience using each application in your marketing technology stack. Marketing technology orchestration is an incredible opportunity to flex creative muscle using valuable data.
Simply put, marketing technology orchestration is an opportunity to treat data as a creative medium. When done well, this becomes an extension of the brand by supporting extraordinary customer experiences.
CX-centric martech orchestration
In isolation, each martech application automates a small part of the customer experience. Marketing automation handles campaigns and attribution, advertising platforms drive lead conversions in CRM, ABM platforms power highly targeted messaging, and so on.
Separately, these applications serve their purpose. Together, they become a playground for creativity. Teams gain the power to design automated journeys that delight customers and leave a powerful brand impression.
The marketing technology stack is constantly expanding. While many platforms include integrations with one or two applications, they typically stop there. As marketing teams add more applications, creative ideas involving data stumble over the lack of integration and the need to perform every marketer’s least favorite activity: endlessly exporting and importing CSV files.
The need for centralized and intentional integration management becomes apparent very quickly. An enterprise automation platform with robust integration capabilities can unify your martech stack so that it works cohesively. Your marketing team can then design creative sequences with automated digital events and experiences to guide your customers through their experience with your brand.
Create magic with experiential design
We can all learn from Walt Disney, who was one of the original masters of leveraging unobtrusive technology to create magical customer experiences. With marketplace technology automation, you too can use Disney’s sense of magic as inspiration to design creative brand experiences.
Paving the way with creative data-driven marketing practices.
The key is to think of data not just as an analytics dashboard or metric, but as something that can be orchestrated across your marketing applications and used to create dazzling automated customer journeys. Marketing automation opens up a whole new realm of experiential design with ample room to innovate and be creative to take your marketing approach to the next level.
Source: Adobe Blog