Here's how you can infuse your creative process with data-driven insights.

This content provides a smart approach to the creative process in marketing. Start by gathering relevant data before diving into creativity. Include demographic information, consumer behavior analytics, and engagement metrics from past campaigns. Analyzing this data helps identify patterns and preferences within your target audience. For example, if a particular age group responds positively to video content, focus on developing video assets. Use this information to inform, not stifle, your creative decisions. In my experience, analyzing engagement metrics revealed that our target audience preferred interactive content. This insight led us to develop more interactive campaigns, significantly boosting engagement and conversion rates.

With data in one hand and clear goals in the other, dive into a brainstorming session like a mad scientist. This is your chance to mix what the numbers are whispering with bold, creative ideas that could dazzle your audience. Encourage wild thoughts and offbeat concepts – think outside the box, or better yet, throw the box away! The insights you've gathered act as your trusty map, guiding your creative journey to ensure you're hitting the right notes with your audience. Let the data shape your brainstorm, ensuring your innovative ideas not only stand out but also align perfectly with your campaign goals. It's all about blending science and creativity to craft marketing magic!

Regardless of medium or style, baking in storytelling techniques is a universal requirement if you want your content to perform. Trends can shift, preferences can change, but the human desire to see the world through stories is biological and eternal. While the data you've gathered earlier on influences the script and the message, HOW the message is being spoken is almost fixed: original state --> inciting incident --> conflict --> resolution --> new state. Your product is therefore the tool the protagonist uses to resolve the conflict. The new state is the brand promise. Follow this and you won't go wrong :)

O trabalho de mensuração e análise de resultados precisa ser contínuo e pode ter prazos diferentes, de acordo com o escopo do projeto. Para cada necessidade e fase, estabeleça rotinas de monitoramento, sejam elas diárias, semanais, mensais, semestrais e até anuais. A partir disso, podemos: 1) avaliar se o objetivo está sendo alcançado; 2) fazer ajustes, se necessário; 3) refinar processos e abordagens; 4) orientar seus esforços de marketing para o alvo correto.