Creativity in Marketing

transcript

Creativity in marketing

Dr Elvira Bolat MIDM, FHEAebolat@bournemouth.ac.uk@Elvira_MladyCheck my latest project: digitalmebu.worpress.comRead my latest publication: https://www.researchgate.net/publication/309417412_Regular_Articles_Businesses_and_mobile_social_media_capability

©DrElviraBolat

– the art of persuasion

©DrElviraBolat@Elvira_Mladydigitalmebu.worpress.com

@Elvira_Mladydigitalmebu.worpress.com ©DrElviraBolat

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@Elvira_Mladydigitalmebu.worpress.com

@Elvira_Mladydigitalmebu.worpress.com ©DrElviraBolat@Elvira_Mladydigitalmebu.worpress.com

PRODUCTPEOPLEPLACE

PROMOTION

Creativity in marketing – the art of persuasion

& matter of survival!

CONNECTEDGOOD

US anti-bullying charity Champions Against Bullying

PRODUCTPEOPLEPLACE

PROMOTION

PROMOTIONPRODUCT

PEOPLEPLACE

Traditionally Marketing Communications……

©DrElviraBolat

What is Marketing Communications……?“the means by which a supplier of goods, services, values and/or ideas represents itself to its target audience with the goal of stimulating dialogues,

leading to better commercial or other relationships.”

(Egan, 2015, p. 4)

PRODUCTPEOPLEPLACE

PROMOTION

PRODUCTPEOPLEPLACE

Creating BUZZ before you have

Hierarchy of effects models

AIDA (Strong 1925)

Influence Model !

Source: adapted from Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.

Step1? Communication tools?

Step1. Message

• An idea about how to creatively and persuasively communicate a brand message to a target audience

• A message has to have an appeal - an idea that motivates an audience to respond

•Simple•Has legs: can cater to difference audiences or media or versions•ROI: relevance (reactive), originality (proactive) & impact (incorporate STORY)

•Simple•Has legs: can cater to difference audiences or media or versions•ROI: relevance (reactive), originality (proactive) & impact (incorporate STORY) +•Data-driven!!!!!

#RuleYourself

Connection with Emotions & Senses!

HappinessSurprise

Inspiration

• Martin Lindstorm: the senses influencing consumers• Creating a stronger bond• Sensory marketing – sensory branding – replying to the following

questions:1.How many senses are relevant & being utilised in your marketing

campaign? 2.What unique impressions could you add that would enhance the

products and services you offer?

1. Sight

2. Smell = Olfaction= memory

3. Taste = consumption

©DrElviraBolat

4. Sound = Audition

5. Haptics = Touch“59% of consumers prefer their Coke in a glass bottle”

How could you engage Senses?How could you create a Multi-sensory

experience?How could you evoke emotions?

… try to do it with tech/ digital

1. Data – informed creativity, decisions (i.e. segmentation) 2. Analytics! – to redefine your customer base & find

advocates, create communities3. AR and VR, 360 degree videos (check Aurasma!) 4. SEO – yes but more + promote via Tabola and Outbrain5. Native Advertising6. Video (mobile and SOCIAL)!

from the Fortune 500 companies to start up businesses

Social Media

Top interest for all business

Social Media landscape

Social Media – Global Mapping

46 minutes / day

27 minutes / day

Social Business – UK ….

Few Tips for Social Media use in Business

1. Social fragmentation &

diversification

Social Media footprint – planned approach

2. Treat your Social Media audience/user as actual people

AUTHENTICITY

ENGAGEMENT

3. Leverage KOLs

Anastasia Moraites – BU Students, fitness and perfecting your body adviser: @anastasiamfitness https://www.instagram.com/anastasiamfitness/

When it comes to HENRYs,

KOLs are Crucial!

4. Content that “sticks” – use PISD content formula

ASPRATIONAL

ATTRACTIVE

Visual (Augmented Reality), humor, …. STORY (Real-time – Relevant)

What sticks?

Story … narrativelarge or small – all do it!

Who is Hero?

Consumers?Employees?Other Stakeholders?

• Create value (i.e. information, entertainment, assistance)• Call to action• Concise• Use images (videos!) and #

PISD content formula

5. Content Only? + INCENTIVE

• Use tools to leverage relationships• LISTEN

• Incentive = Exclusivity

“Make the Offer They Cannot Refuse!”

6. What can’t be measured, can’t be managed

Social Media metrics mostly used • Hits/view• Followers• Replies/comments/likes• Organic buzz…..• …..• …….• Conversion rates • Acquisition costs

A SM metrics framework

What metrics do really matter?• Volume (Salience and Valence)

• Engagement (Sentiment)

• Conversion (SMROI)

Where to START?

Start with DATA! Emerging business ideas in 2017…

‘hygge interior design’ ‘jive classes’

‘craft gin’ ‘craft beer’ … ‘beer delivery’

‘gourmet food’ ‘vegan’ ‘cycling companies’

Creativity in Marketing

Education