What do you do if your Creative Strategy is not adapting to the evolving digital landscape?

First and foremost, determine if your Creative Strategy is aligned with your business strategy. Then, remember the three most important aspects of a well-defined, successful strategy are: • The message(s) • The packaging • The distribution To simplify, what are you saying to your audience, what does it look like and how are you getting it to your market(s)? If all three elements in this formula are not working together in perfect balance, you will likely be underwhelmed by the results. In closing, a creative strategy is only as good as your audiences acceptance and response.

Revamp and adapt! 🔄🌟 Conduct market research 📊🔍, embrace digital trends 📱💡, and innovate your strategies 🚀🎨 to stay relevant and competitive! 💪🌐

In my experience, when a creative strategy isn't connecting as hoped regardless of placement, I keep two things in mind... 1. A strategy is about connecting to an audience or audiences, not digital platforms or media channels. So, first, we make sure the strategy is based on engaging them, tying the brand's purpose to the audience's passions. An authentic, inspired strategy is about knowing people and fitting into their lives. 2. Second, we dive into the digital platforms: re-evaluating based on the audience. Re-examining creative approaches that are most intriguing. And we're constantly adapting creative to see what connects. Kind of real-time A-B concept testing. Overall–work to know the people & provide the most intriguing content.

First is to align your creative strategy to the business objectives and strategies, then define your target audiences. Only then you can adapt to the relevant and necessary digital landscape for smooth execution.

Assess Reality: Begin by thoroughly evaluating your present creative approach and its connection with the digital landscape. Assess the efficiency of your current techniques, channels, and messaging for reaching and engaging your target audience online. Identify any gaps, flaws, or lost opportunities in your strategy. Recognize the realities of a changing digital landscape and the necessity for adaptability in order to remain relevant and competitive.

Early in my career I heard the words 'one-stop shop' over and over again. How can there be 'one-stop shops' when people now tend to specialise in one area or another. An example of the benefits of one-stop-shop today: a buyer's advocate helps would-be-buyers to buy a house. But, typically, the helper is not a lawyer, nor is he or she a builder, and so on. Even if the help included a builder, would that builder be expert in all areas and types of construction, or would the builder specialise in, say, small brick homes on slabs? I wonder how many people can see the extra power with a 'one-stop-shop.' Why do we have to deal with many organisations?

Gather Insights: Gather insights into emerging trends, consumer behaviors, and technological advancements shaping the digital landscape. Leverage data analytics, market research, and consumer feedback to gain a deeper understanding of evolving preferences, platforms, and content consumption habits. Stay informed about industry best practices, competitor strategies, and success stories to glean valuable insights for enhancing your creative strategy.

When (in 1979) I came up with the idea of advertising new homes on TV some on the team said, 'Why, no-one else is doing it.' I replied, 'That is my point. We developed a short 10 second ad, got the magnificent voice (for 20 years roughly) of the fabulous Gus Mercurio, and boy did it pay off. Just an example, the very first day following the advertisement on Friday late during second movie, I got a result the next day. Over 100 groups of people turned up to consider buying from us. I, myself, sold 5 new homes, contracts done and all, on that rather long day. There is so much more one can say about this but new ideas, good ideas, well-thought out, and bold in nature can change a company overnight.

Ideate boldly: Adopt an innovative and creative mentality as you brainstorm new tactics for responding to the changing digital landscape. Encourage brainstorming sessions and ideation workshops to produce daring and innovative concepts. Discover innovative content formats, storytelling strategies, and interactive experiences that appeal to digital audiences. Challenge traditional thinking and be willing to experiment and take risks in your creative approach.

Test quickly: Test your new creative concepts and methods quickly to get real-time feedback and insights. Use A/B testing, user testing, or pilot programs to check assumptions and iterate on ideas quickly. To analyze the efficiency of your testing, use key performance indicators such as engagement, conversion rates, and brand sentiment. Iterate based on the outcomes and tweak your technique incrementally.

Implement changes: Make improvements to your creative plan depending on the insights and lessons learned from testing and experimenting. Launch new advertising, content projects, or digital experiences that reflect your altered strategy. Ensure seamless integration across all digital touchpoints, such as websites, social media, email marketing, and mobile apps. Communicate adjustments internally to ensure that team members and stakeholders understand the revised plan.