WHY STRATEGIC CREATIVE?
Advertisement campaign and marketing strategy without creativity is like car without fuel or a job without salary. Advertising can never be effective until it is appealing. If we wish to make an impact of our brand or product on consumer’s mind until we don’t have strategic creative advertisement we won’t be able to do so. There are innumerable players in the market already who advertise their product so there are lots of options available for the consumer to choose. Because there are already many options available in the market consumers won’t give a look towards your campaign unless it is unique, creative and attractive. Creativity carries with it taste, geography, culture, time gender, age etc… for example an advertisement campaign for old age pension program can be appealing to a particular age of people and be annoying to younger generation.
Today, digital marketing and advertising is all about SEO, SEM, PPC and SMO but the one thing which they are missing is creativity and innovations. We can make all possible efforts to generate traffic and can make audiences to reach our store but if we can’t convenience them or convert them into clients then it would be waste of time, resources and money. So, creativity is the important in advertising which plays a major role in attracting the Audience to take a look at the message.
Strategic creative helps in the following ways:
Introducing new product or new feature in the product: increasing sale is not the only goal of strategic creative in advertisement. Introducing the new product or introducing the new feature introduced in existing product to the audience and announce about it to attract the large number of audiences. If your advertisement is creative enough and strategically pitched, the audiences will automatically get attracted towards your product.
Competing with the others in the marketplace: There are more than one or similar products available in the market. Advertisement is like a hidden war because each producer would want to tag his product superior as compared to the other competitors and would want to attract more audiences. Each competitor spends money to gain the largest number of users in the market. Only if the given advertisement campaign is creative enough and strategically sound to make it different and unique from its competitors, it can make an impact on audiences mind.
Maintaining the same position in the market for a long period: Mere promotion is not enough from a long term perspective. Positioning of the brand in marketplace and consumer mind space helps in long term brand recall. Here, in order to arrive at right positioning strategy comes into play. Creative derived on the right strategic foundation is more likely to work compared to just another creative piece.
Delivering the Product Goal or the Company’s Message: Sole purpose of advertising is not promotion of a brand or a product. It has several other objectives. Sometimes company does not have a new product or feature to deliver. The companies use its creative advertisement ideas to deliver its new philosophy or even would like to remind the audience about their philosophy. Even here, strategic creative will catch the right eyeballs and emerge effective.
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