Why do you need creativity in marketing communication?
The fundamental purpose is to improve the efficiency of information dissemination! The core scenarios that need creativity to improve communication efficiency mainly include two aspects: One is when the information to be conveyed is unfamiliar to the target audience. For example, the selling points of many brands involve a lot of technical expertise. If these information is directly disseminated, the effect will be greatly reduced. At this time, we need to use creative thinking to "decode" and re "encode" these information. The second core scenario that requires creativity to improve communication efficiency is: When the information to be transmitted is too homogeneous in the whole industry. Products with homogeneous functions are easy to cause the same information to be spread. At this time, it is necessary to interpret the tension of the brand or product through creativity. For example, find emotional connection points and endow brand with emotional connotation; Accumulate brand image by telling stories; Or simply from the product dimension, carry out various creative packaging deduction. This also explains why some brands do not need too much creativity in marketing promotion. Their marketing communication, on the surface, is very straightforward. Because these brands or products themselves are already the biggest highlight of marketing information. There are aesthetic dividends on the outside and differentiated selling points on the inside. Therefore, there is no need for too much creative packaging in communication. It is only necessary to make accurate crowd and contact points through data decision-making, and then show the products to the audience through the consumer scene with a sense of substitution.
When planning a wave of activities, many brands are excessively pursuing novel and creative ideas. For example, the most typical thing is to do what is the latest fire; When someone makes a screen painting work, the brief given to the agency becomes "this activity, we need to screen painting, and we need to circle". What is done in this way is often the core message that the creative surface is greater than the brand. This actually involves the topic of "marketing is an investment". As far as investment is concerned, we can see from the stock market that short-term speculation may make you make a lot of money overnight, but you may lose all of it the next day. Those who can really make money are those who are long-term minded. The same goes for marketing. Real effective marketing is to find a core idea and repeat it on this basis. It is the best strategy to deepen this creative point and really reach the consumers' minds. The reward of waiting time is the best strategy. Since marketing is a long-term investment, it is wise to talk less about creative ideas and more about long-term strategies. 1. Don't start from the creativity itself. The purpose of creativity is to improve the efficiency of information dissemination, but it is not a necessity for marketing. For some information with strong communication power, do not put a creative package on it, which will only dilute its original communication power. 2. Talk less about creative ideas and more about long-term strategies. Marketing is an investment from which long-term attention can benefit. The brand needs to hold a big move, and then repeat it constantly. Waiting for the return of time is the best strategy.
