Traditional creative work is being eclipsed by digital channels that are data-literate and focus on linking their work to bottom line returns.
So, how can we prove the value of creativity? Firstly, we need to compare apples with apples. Technology platforms such as email, marketing automation, and social platforms are media channels and focus on efficiency, which has risen to the top of priorities, thanks to digital’s capability to deliver immediate numbers.
The thirst for analysis has affected marketers’ priorities in ways that are not necessarily for the good of their brand, their top line and, ultimately, their bottom line. The outcome is that it has relegated more traditional brand-building efforts further down the list of things that marketers get to do because it’s too difficult to measure in the short-term and prove the value of it in the long run.
This e-book explores:
- The creative topic within B2B marketing
- How being more creative can lead to far better marketing ROI
- Why creative ideas in B2B need to be BIG and LONG.
- Why you need to avoid cliches!
