{"id":922,"date":"2016-08-19T12:28:25","date_gmt":"2016-08-19T12:28:25","guid":{"rendered":"\/\/www.perfectfools.commmmm\/?p=922"},"modified":"2016-08-19T12:28:25","modified_gmt":"2016-08-19T12:28:25","slug":"avoid-a-world-where-data-and-insight-terminates-creativity","status":"publish","type":"post","link":"https:\/\/www.perfectfools.com\/avoid-a-world-where-data-and-insight-terminates-creativity","title":{"rendered":"Avoid a world where data and insight terminates creativity"},"content":{"rendered":"

At Cannes Lions this year there was a sense of creativity under threat with tech talk dominating the agenda from VR and AI to IoT and drones.\u00a0 But technology is the medium not the message and marketers will not go the way of chimney sweeps and UK MEPs just yet.<\/p>\n

With so many customer touchpoints it\u2019s too easy for a great campaign to go unseen.\u00a0 Buzzsumo claims that three quarters of content doesn\u2019t get viewed or shared, is that the fault of the machines or the humans?<\/p>\n

Touchpoint optimisation<\/strong><\/h6>\n

From the doormat drop to the brand in the hand physical experience, POS, outdoor, mobile platform and the new wave of messaging apps such as Snapchat and Firechat the ecosystem of platforms and tools, or touchpoints has grown exponentially, which requires a new way of planning and targeting.<\/p>\n

To get the chemistry right requires a deeper understanding of the business goals and consumer touchpoints than most agencies dive into, whereas many brands fail to combine media platforms and strategy into the heart of a campaign.<\/p>\n

So how do you plan for touchpoint optimisation?\u00a0 We think it\u2019s a mindset rather than a science, a technique that marries creative, data and technology.<\/p>\n

    \n
  1. The obvious, but often overlooked in favour of a big idea or tactic, is to identify a client\u2019s business challenge and wrap it with a team that understands the issues.<\/li>\n
  2. Understand the real brand story.\u00a0 This isn\u2019t what the brand says about itself but what loyal customers say about it.\u00a0 Any deviation from the simple truth will alter the tone of voice and alienate the core.<\/li>\n
  3. \u00a0Map out all of the brand's potential media channels from social to staff, unearth the influencers and establish why that channel should be used.
    \nWe\u2019re getting somewhere, we have a true picture of the brand\u2019s vision and the audience that relates to it.\u00a0 Data and insight got us to this point.<\/li>\n
  4. Now let\u2019s get creative, not tactical. How can the vision and story play out across the owned and non owned channels.\u00a0 Work creatively back from the influencers - command and control creative won\u2019t work.\u00a0 Be relevant and micro tailor the message if necessary.<\/li>\n
  5. \u00a0Review all the touchpoints and plug the gaps.\u00a0 Ensure that content is tailored for each channel and that the platforms are integrated.\u00a0 Then split test the creative and invest in the best performing.<\/li>\n
  6. Try something new. It\u2019s what keeps us ahead of the competition. Mix in new platforms as part of the solution. Innovation is often one of the top three core values cited by most companies, but can they substantiate that claim? Most can\u2019t.<\/li>\n
  7. Community management. We live in an age when ad platforms emerge and grow faster than clients can keep up.\u00a0 Badly targeted advertising - or badvertising - is a threat and consumers can troll ads, so effective monitoring and coordination between teams is vital.<\/li>\n
  8. \u00a0Real time evaluation.\u00a0 Social is now and next, so take advantage of live campaign performance data. If one variation of a post is receiving more clicks, likes or shares then flex the budget.<\/li>\n<\/ol>\n

    Touchpoint optimised campaigns are highly-tuned engines and, as any good mechanic will tell you, just by listening one can get a feel for future performance.\u00a0 If something doesn\u2019t sound right then review the data.\u00a0 If the problem persists then innovate and create a solution.<\/p>\n

    Put it into practice<\/strong><\/h6>\n

    Design-led headphones brand Urbanears recently epitomised this approach with the Limited Sweat campaign for its Hella range.\u00a0 The work saw special-edition headphones put up for sale drenched in the sweat of inspiring influencers from dance, fashion, music and sport.<\/p>\n

    Content was tailored for each tastemaker\u2019s audience and their own personal ecosystem was mapped out.\u00a0 The influencers became the media and the brand\u2019s touchpoints became their touchpoints, the audience was in control but the brand was aware of every action.<\/p>\n

    Wybrowa Vodka\u2019s Pathbreaker app is a similar story. Vlogger Jon Paul Piques was drafted to test the app and create a film in his style.\u00a0 Views topped half a million within days without any ad budget.<\/p>\n

    For Urbanears we asked ourselves why should we use this platform and what is its purpose.\u00a0 This insight led to the integration of touchpoints creative outcomes.<\/p>\n

    It's time for the creative industry to fight back and show how data and insight can complement creativity, not terminate it. This is what will differentiate the brands of the future to those that rely on backwards looking data to steer their campaigns.<\/p>\n

    - Ann Yst\u00e9n, CEO<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

    At Cannes Lions this year there was a sense of creativity under threat with tech talk dominating the agenda from VR and AI to IoT and drones.\u00a0 But technology is the medium not the message and marketers will not go the way of chimney sweeps and UK MEPs just yet.<\/p>\n","protected":false},"author":1,"featured_media":927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts\/922","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/comments?post=922"}],"version-history":[{"count":0,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts\/922\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/media?parent=922"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/categories?post=922"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/tags?post=922"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}