038 - The biggest opportunity in media that right under our nose

1* The biggest opportunity in media that right under our nose

Despite the challenges in the market right now, brands continue to seek new levers to unlock growth, whether that's a new channel to test, an adapted strategy to launch or a technology to introduce.

But often the biggest lever to pull is close to home, its obvious importance is well known. And that’s creative.

Evidence continues to flood in that reinforces the need to invest in better creativity.

A new piece from Kantar research reiterates the impact creativity can have not only on brand metrics but overall business impact.

Shifting average creative to great creative, can yield an increase in ROI by 30%.

A route course to the problem is, we marketers don’t truly understand our customers, or certainly not as much as we think.

This piece from Anastasia Leng, touches on “The Empathy Delusion”.

This is a well-constructed intelligent reminder of the shortcomings of creative oversight, and the missed opportunity for insight-driven creative - this is a fantastic read.

2* Is your content helping or confusing your customer

When you strip it back, how helpful is your content?

What role does it play?

Is your content geared towards striking an emotional cord, an ever-growing requirement for your content strategy? Or is it to help educate a buyer not ready to buy, or is it simply engineered to get them over the finishing line to buy your thing?

Contents' role varies dramatically by brand, the objectives of their advertising, and the focus on the product/service.

But one thing your content must do is have an associated goal that triggers an action.