PUBLIC RELATIONS
In the creative age , analytics and creativity must coexist
By Irene Mbonge
Marketers and communication professionals are not strangers to disruption . In fact , many pride themselves on being disruptors in their own right , challenging the status quo and navigating this new normal .
As the coronavirus outbreak evolves into the most disruptive force we have faced in modern times , marketing and PR professionals are working tirelessly to help brands confront a new , unprecedented reality . Amid such rapid change , it has never been more important to stay on the pulse of the current climate . For the C-suite , this means gathering real-time data , uncovering new behaviors , rethinking goals and success , and finding and creating new insight-driven perspectives .
While the amalgamation of creativity and analytics might not make sense to a traditional marketer , I am of the opinion that the two can exist symbiotically . Creativity is part of the origin story of marketing . It is in the breakthrough ideas that have always underpinned bold , imaginative campaigns .
The last revolution in marketing was all about the fusion of creativity and data analytics . What is new today is partly the addition of purpose , the statement of a goal higher than just ringing up the next transaction .
Purpose can vary widely , as long as it is true to what the brand ultimately stands for . Additionally , purpose must be intrinsic to what the brand ’ s narrative is . On the other hand , the speed and granularity delivered by analytics is far more powerful when integrated with innovative , breakthrough creative ideas and programs .
Creativity starts by thinking and dreaming it , by opening the aperture to new ideas and approaches to delight customers . The discipline comes from making sure the customer is always front and center . Creativity is what gives rise to new campaigns , new products , innovative ways to serve consumers , and more .
The addition of granular analytics can unleash creativity more effectively to drive deeply personalized customer interactions using iterative approaches . Analytics helps marketers make decisions at a faster clip by using marketing and communication sensors to monitor changes in consumer behavior and make budget reallocations .
“ Marketing and Communication leads are now viewed as the CEO ’ s “ go-to ” growth partner . Standing at the frontier where customer needs meet organizational capabilities , Marketing and Communication leads are uniquely positioned to draw on all functions across the organization .”
Creating moments that are meaningful for customers requires analytical precision to discover customer intentions , interests , and unmet needs . At a time when companies are generating massive quantities of data , however , creativity serves as the anchor for marketers to determine which insights matter most and to focus their efforts there .
In my view , marketing leaders today have an opportunity to lead , shape , and drive the growth agenda . They can take advantage of this opportunity by integrating creativity and analytics - across the full spectrum of marketing activities . Already , the most successful marketers are deftly using the precision and rigor of analytics to anticipate and satisfy customer needs , guided by energized creative approaches .
On a practical level , winning in this next-normal world means orchestrating functions , across the organization and partnerships in the extended ecosystem , based on a richer understanding of customer wants and needs . In most companies , marketers are positioned to take this on with both internal and external relationships . Indeed , CEOs are increasingly depending on their marketing and communication leaders to deliver growth . As marketers take on this expanded growth mandate , the most successful are willing to make fundamental changes to position themselves and their organizations to thrive in the post-pandemic environment .
Marketing and Communication leads are now viewed as the CEO ’ s “ go-to ” growth partner . Standing at
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