The importance of creative in advertising is very evident today as competition between businesses and brands continue to increase.
Creativity can be defined as “the use of imagination or original ideas to create something”. In advertising, it is what brings meaning to brand messaging.
People often think technology itself is the most important part in the tech world, but without creative there is no way to create meaningful connections with your customers.
It has been said that the best way to be noticed in the midst of advertising “noise” is to be compelling. And the most compelling ads are the ones that grab and maintain your audience’s attention. The rest just get lost in the eternal abyss – the internet!
Advertising without creative is like a key without a lock; one is simply not effective without the other.
Carl Van Wijk is a Creative Director, whose creativity has helped many of his clients win awards and grow more successful through creativity. With his vast experience in advertising and content creation he is a valuable asset to any future advertising campaigns.
Following are some of the points that tell you why creatives are important:
● Emotional Connection
Advertising is very similar to story telling in the sense that you have a message you want to convey to your audience. When creating content, think about how to express your message in a way that produces an emotional impact. If you can create an advertisement that customers can connect and relate to, you can gain their trust and grab their attention. Not only does this “storytelling” approach allow a connection between the brand and the client, but it also is a transparent way to reveal the brand's values. This emotional reaction gives your audience something to feel and remember your brand by.
● Brand recognition
Providing value to your customers by creating meaningful connections through creative in advertising is one way to create brand recognition. Consumers are more likely to resonate with an ad if it is something they can relate to or if it is relevant to their interests. Companies can create an established brand this way; by providing meaningful, relevant and consistent ad creative to their target audience.
When creating a story for your brand, your main focus should be on emotional impact. Emotional impact is crucial in order to create human connection. People are more likely to resonate with your brand if they can relate to it in some way. Not only is storytelling a way to connect with your customers, it also paints a clear picture of your brand by guiding the reader along through your journey, leaving fewer unanswered questions. Creating a story for your brand also enables the ability to retain customers. After people recognize your brand and can create a connection with it, they are more likely to keep your brand on top of mind. This becomes a strategic framework in your marketing plan.
● Increase engagement
Ad effectiveness is optimal when great creative is matched with great targeting, enabled by the latest technology and data tools. It may seem obvious, but reaching a large number of consumers with advertising is critical to the success of a campaign: only consumers exposed to an ad can be influenced. If creativity in an ad can spark excitement and relevance to the consumer, they are more likely to be engaged.