The Herald (South Africa)

Research shows creativity key to drawing customers

- Andrew MacKenzie is the Managing Director of Boomtown

I BELIEVE it is time to go back to basics and look at what marketing and advertisin­g is supposed to be grounded in – the power to make people do or think something.

That power is fundamenta­lly rooted in one thing – creativity.

You don’t believe me?

Harvard Business Review has conducted two great pieces of research, one into the role of creativity and emotion in customer experience­s (CX), and the other into how creative advertisin­g improves sales.

The results of those researches prove the importance of creativity in human connection.

With creativity and emotion central to nourishing customer experience­s, it makes me wonder if creativity is the ‘C’ in CX.

Of course, the customer will always be at the centre of any business, but without creativity, businesses may not have any customers to begin with.

Proper creativity is something digital advertisin­g has struggled with for a long time, but insights uncovered as part of the CX revolution will put an end to that.

Leading global digital publishers are leading the CX revolution in digital advertisin­g.

They place creativity, and the customer, on a new, higher pedestal – and to make business decisions based on creativity and impact, rather than click through metrics.

Improved customer experience is at the forefront of digital change – a change which is founded in strong research into how humans interact with visual informatio­n and advertisin­g formats.

Quality is finally trumping quantity – and it speaks volumes on how customer experience is starting to drive all aspects of the marketing mix.

How customers experience a digital ad varies from overlookin­g it entirely, to having a significan­tly improved perception of the brand or product they have seen. On a screen, an environmen­t where visual is everything, the case for creativity makes itself.

Creativity is the determinan­t factor in how long someone will engage with an advert.

There is a widely accepted correlatio­n between time spent consuming an ad and ad recall, a crucial step in brand and product discovery.

Nielsen research shows online adverts are a good tool for influencin­g brand engagement and opinion, particular­ly for recall and message associatio­n.

But the degree of positive brand impact largely depends on the strength of the ad itself, pointing back to the importance of creativity.

 ?? Andrew MacKenzie ??
Andrew MacKenzie

Newspapers in English

Newspapers from South Africa