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Why unlocking creative insights data is so important for digital campaign success

30-second summary:
Creative data analytics has removed the guesswork from marketing communications, leaving marketers with the ability to not only analyse past campaigns but to predict the success of future ones, even before spending money and testing them on platforms such as Facebook.
Research shows that marketers are sitting on a goldmine of data but are yet to fully embrace its benefits, despite an overall acknowledgement in its ability to increase ROI.
Competition in the digital space is increasing, which is driving up the price of digital advertising, putting pressure on the creative to perform at a higher level. Statistical evidence shows that creative has the power to influence customer purchasing decisions, allowing them to cut through the noise of the increasingly oversaturated digital market.
Marketers have access to tools that can help them to significantly strengthen the creative in their campaigns through the use of AI and creative intelligence data. Marketers must understand that AI will not take away the human touch from their creative but instead will work to enhance it by unlocking a valuable framework that can be used to guide their creative output.

The digital revolution has shifted the fundamentals of the marketing sphere, causing businesses to radically rethink their marketing strategies and replace guesswork with exact science. American merchant, John Wanamaker was famously quoted as saying “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
This quote rang true for decades after Wanamaker’s death in 1922 but over recent years, digitization has given marketers the keys to unlock the science sitting behind their communications, including the creative aspect of their campaigns.
Where before, getting performance-based creative insights was purely based on gut instinct and guesswork – or complicated A/B testing – ever-changing consumer behavior trends and an oversaturated digital market mean that, now more than ever, advertisers need access to data that can help guide them through the creative process to better understand what specifically is creating impact, and what isn’t.

Wasted data
Despite these opportunities, it is clear that marketers are yet to embrace the full extent of their data, with research conducted by Datasine showing that four in every five marketers are wasting approximately one third of their data and an overall total showing less than half of all valuable marketing data actually being used.
This is despite marketing professionals universally acknowledging that harnessing customer data more effectively would increase ROI on future campaigns by at least 19%. This becomes even more polarizing as we see brands fiercely trying to weather the storm brought on by COVID-19, fighting to hold their position in the market by anticipating the needs of their customer.

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Increased competition in a digital world
The rise in popularity of platforms such as Instagram, Snapchat and TikTok demonstrates the importance of visual in the digital world, emphasizing the need for marketers to show innovation through their creative.
This is made even more crucial as brands fight for space in an increasingly oversaturated market, with many consumers experiencing ‘ad fatigue’ as they are exposed to as many as 10,000 ads per day.
As well as growing market competition, the cost of digital marketing is also increasing. Facebook revenue jumped by 22% this year, showing the rise in competition.
Cost per click (CPC’s) and cost per acquisition (CPA’s) are getting progressively higher, at the same time as we are seeing reductions in the click through rate (CTR’s), brought on by competition from brands, fighting for the top slots.
This comes at a time when consumers are calling for brands to invest in new storytelling approaches. This noisy online space means that creative needs to work even harder to cut through to its target market and the pressure on ROI continues to bear down on advertisers. As more of us move towards a digital way of life, there are no signs of this slowing down.
Importance of creative analysis
While many marketers use data analytics to measure the performance of the campaign, they are only doing so at a surface level. Monitoring the performance of campaigns needs to go beyond just the placement, the copy or the format.
Creative, and the impact of it, can be turned into data to help unlock more learnings about what works and what doesn’t for a brand and in such a visual world.
Creative can make a significant difference to the ROI on a campaign, in fact, according to Nielsen, 56% of the ROI is attributed to creative, as well as 70% of the ad performance, according to Google. This is why it is crucial for brands to understand how and why creative works for their audience in order to succeed.
Data challenges for marketers
There is a lot to be gained from analyzing previous marketing campaigns and a goldmine of creative data to unlock, if this data is properly analysed, it can help brands to develop a data-driven campaign strategy. But this is easier said than done.
According to our research, while marketers can see the value data can have on their ROI, 38% don’t know what to measure and 27% are unable to measure what they want to. It is clear that marketers need accessible data to guide them through creative decisions.
Many marketers may also have been slow to embrace AI due to a fear that it will robotize their creative output and their campaigns will lose the important human touch that is needed to resonate with their target market. There seems to be a sense that AI and data analytics will remove the space for experimentation and add too many boundaries to the creative process.
Overwhelmed by an excess of unstructured data and nervousness about losing the human touch on their creative, many marketers are still struggling to see the major benefits that data analytics can bring to their campaigns.
AI and creative intelligence data
Marketers usually have a good idea around what works and what doesn’t when it comes to creative but investing in tools to help them unlock creative intelligence data allows them to make creative decisions, backed by an exact science.
All of this comes before even spending any money pre-testing ads in apps such as Facebook and waiting for their algorithms to kick in, creative intelligence data tools can score ads to show marketers which ones will likely perform the best for the brand.
AI models can extract each element of a campaign in seconds by analyzing image or text semantically, to look at content as if through the human eye. This allows marketers to cut back on lengthy and expensive testing methods and eliminate any of their guesswork.
The philosophy of ‘semantic content analysis’ is at the core of how AI and creative intelligence data can be used to analyse content. Marketers are now able to break each previous campaign’s images and text into data using computer vision and natural language processing, before using AI to help them produce and select the best creative making their campaigns more effective.
This process provides marketers with not only analysis and suggestions, backed up by evidence, but also predictions around the type of creative that will be best suited for future ad campaigns.
To do this, marketers can use a custom AI model, based on their own data. This analyses the performance of the brand’s previous campaigns to assess what works and what doesn’t, as well as giving reasons for these successes or failures. It also provides detailed insights on the target markets preferences, allowing the marketers to understand the creative that will appeal to them most.
Collaborative AI
While this type of technology is making waves in the marketing arena, we understand that marketers may be put off by the idea of handing their creative over to robots.
This should not be seen as a complete digital takeover, and while AI can be used to dissect, analyse and understand creative, as well as predicting future success of other content, the human aspect of creativity still maintains its position in the marketing sphere.
Marketers need to see AI as a tool of creative empowerment, used to collaborate with their human intuition and innovation and giving them the framework and evidence-based backing to experiment with new ideas.
Wrap up
As brands continue to weather the storm brought on by COVID-19, It may not feel like the best time to take creative risks, so, marketers must gather and learn from all the data at their disposal to make the right decisions regarding their ads in order to succeed.
With human creativity at the helm, the scientific assurance that marketers can gain from investing in creative intelligence data acts as a guiding star through even the choppiest of waters.

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This company fines its employees for going to the bathroom, considers them “lazy”

The company discounts some 60 Mexican pesos to workers who use the toilet more than once a day.
Entrepreneur’s New Year’s Guide
Let the business resources in our guide inspire you and help you achieve your goals in 2021.

January 7, 2021 4 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

In an attempt to increase productivity, the Chinese company Anpu Electric Science and Technology made a controversial decision. The company imposed a fine of 20 yuan (about 3 dollars or 60 Mexican pesos) to staff who make more than one visit to the bathroom during their workday.
The company, based in Dongguan city, Guangzhou province, sanctioned seven workers in December. To avoid problems with the law, they deducted this sum from the bonuses and not from the monthly salary of the employees. However, local authorities did not ignore the controversial measure, according to the South China Morning Post .
After investigating the facts, officials from the Dongguan Municipal Human Resources and Social Security Bureau confirmed that the rule is illegal. As well they demanded that Anpu Electric rectify the order and return the money to the penalized employees.
The company argues that going to the bathroom several times violates its internal rules. The rule grants only one bathroom visit per day and requires employees to record it with their boss.
An Anpu Electric manager explained that the policy was implemented because some employees often smoked in the bathroom. He also claimed that they abused that pretext to work less and loaf around, Guangdong TV reported.
“We are unprotected. The fact is that workers are lazy at work, ” said the manager. “The management spoke to these workers many times, but has not yet achieved a positive result .” He added that they chose to restrict employees rather than fire them because they find it difficult to hire staff.

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Of course, the strict sanction was a cause for scandal in the Asian country and divided public opinion. While many applauded the measure, the majority harshly criticized it on social media.
“I sympathize with this company. They are forced to do this, ” wrote one user on the 163.com website. “Some employees use the bathroom too long and use it frequently. Without a doubt, it will harm the productivity of the company ” .
Detractors of the controversial rule criticized the company for exploiting staff.
“To pursue high efficiency, a company must adopt ways of rewarding workers. But too much restriction and exploitation would lead workers to be pressured all the time and lose their energy and concentration, ” wrote one netizen.
What time is it? The freedom to go to the bathroom has become a luxury, ” posted a user on Weibo.
The South China Morning Post explains that it is common for Chinese employees (especially younger ones) to take as an excuse visits to the bathroom to smoke, entertain themselves with the cell phone or do anything that distracts them from their workday. You could say that this happens “here and in China”, but it is not common or acceptable to penalize it.

Business idea: Open a boutique service of scented candles

Aromatherapy has gained popularity, as it is one of the most natural and effective options to counteract some disorders such as stress.
Entrepreneur’s New Year’s Guide
Let the business resources in our guide inspire you and help you achieve your goals in 2021.

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Why?
Despite troubled perfume sales in 2020, the fragrance category as a whole has seen growing interest as consumers take advantage of scents for wellness at home, according to CBS Insights .
Interest in aromatherapy and fragrances has risen to record levels in 2020 as global uncertainty surrounding the pandemic has prompted consumers to seek aromatherapy as a form of personal care and stress relief.
The manufacture of scented decorative candles has become a good business due to the low cost of production, but there are few stores dedicated to the sale of these products. Currently the main points of sale are department stores and decoration stores.
On the other hand, aromatherapy has gained popularity, as it is one of the most natural and effective options to counteract some disorders such as stress, insomnia, fatigue, headaches and depressive symptoms.
How?
The business is focused on a medium-high socioeconomic level, so you must find a place in an exclusive area. Tourist spots are an excellent option too.
The decoration and atmosphere of the store is of the utmost importance in order to create an atmosphere of relaxation. You can use wooden shelves well organized by color, aroma and size of candles. This is key to creating a boutique atmosphere.
Try to have as much display as possible with all kinds of decorative candles with different sizes, shapes, smells, and colors.
You even have the possibility of making decorative arrangements with candles, flowers, sand, stones and everything that your imagination can contribute.
For this type of business you don’t need a lot of publicity, but you can launch a small campaign in women’s and / or decoration magazines.
Examples of success

Infographic: 5 steps to overcome the January slope

During the first month of the year, most should buckle up. Follow these tips to stabilize your economy and start the year well.
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This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

The ideal thing for your economy would be not to collapse the budget with the end of the year holidays and avoid making unnecessary purchases. But, if you already did, now you will have to be more careful with expenses during the rest of the year; Above all, deal with your debts and prevent them from becoming an irreparable “headache”.
For this reason, we recommend you start by making a list of all the debts that you will have to pay during 2021 and divide your salary or your earnings considering each one of them. This way you will get out faster and they will not spread throughout the year.
If you see yourself very overwhelmed and you cannot cover all your debts, go to your bank and see the possibility of extending the term of some of your payments for a few more months. That way you won’t be so tight.
Also, try this month to postpone any purchase that is not necessary or “urgent”, until you have paid most of them, otherwise you will never finish paying. In addition, here are some recommendations to overcome the January slope , both at home and in your business. Take note: