July 19, 2019
Creativity in marketing – the secret ingredient you’ve probably not considered
In today’s era of mobile-first communication, the ways in which we consume is evolving faster than ever before. We’re exposed to hundreds of media messages every day, making it increasingly difficult for marketers to cut through the clutter. However, it also provides endless opportunities to create more exciting and revolutionary ways to tell stories and engage our audiences.
Those that have it will use money in an attempt to get a leg up on their competition. But, those that are most successful are the ones who use creativity to increase their exposure.
Creative marketing is the generation and execution of communicating unique messages in an inventive way. This allows a message to be remembered, leading to higher brand recognition and consequently, increased sales. Creativity is the secret weapon to outsmarting, rather than outspending, your competition. In today’s media landscape, it’s more important than ever to stay ahead of the game, understand the needs of your target audience, and provide them with the solution they’re after.
So, what’s this secret ingredient, you ask? Mind Mapping. Before writing it off as something you just remember doing in school, take a moment to think about how your brain works. Once you get a spark of inspiration, you tend to find this sparks off various related trains of thought, sending you into a creative whirlwind in your mind. A Mind Map works in exactly the same way – it’s just gives you a structured space to document these ideas.
Read on to discover how you can become more creative with your marketing to make a lasting impact in the marketplace.
How to generate creative marketing ideas
One key challenge for all marketers is being able to continuously come up with original and captivating ideas. Mind Mapping is a great way to generate creative and innovative campaigns you may have never otherwise considered. By using keywords, color coding, and imagery to trigger associations in your brain, the unrestricted essence of a Mind Map will ensure you arrive at some of your best, most creative ideas yet.
Beginning a Mind Map is exactly the same as how you would begin any creative thinking process; you start with an initial seed of an idea, then allow your brain to explore various trains of thought that stem from this. With a Mind Map, you’re simply documenting every thought so nothing is lost in the jumble of ideas inside your mind. And it’s just one of these thoughts, no matter how fleeting or small, that may be the key to your next great campaign.
It may be beneficial to map out the most important and relevant marketing strategies to your business so you can see all the possible directions you can take. Remember: with Mind Mapping, all ideas are valid and a vivid imagination is encouraged. So, for example, you may want to map out all the possible marketing channels that you could utilize and the specific content each of those might include.
The next step would then be to take one of these branches (perhaps a channel or platform you are yet to experiment with) and expand upon this covering all the possible ways in which you could use this channel. Make sure to do some research to further fuel your ideas. What are your competitors doing? What kind of marketing trends are you seeing? Mind Mapping allows you to connect seemingly unrelated concepts, which could produce those all-important lightbulb moments of inspiration.
How to execute your creative marketing campaign
Now you’ve spent the time generating creative ideas, don’t let them go to waste. Creating a campaign checklist or step-by-step plan will ensure you action all the aspects of your campaign.
The most economical and efficient way to execute a marketing campaign is to produce content that can be repurposed across multiple platforms. By utilising your most valuable content in the best way possible, you’ll be able to make the most of the time and money you’ve spent on creating it. This will also ensure your campaign has a strong and consistent message. Whilst not all content will be suitable for all platforms, it’s important to understand that a well-rounded campaign will need to incorporate multiple marketing tools so that you can target customers from all angles and platforms.
By breaking down all the various stages of your marketing project within a Mind Map, you’ll ensure no aspect is forgotten. Structuring your campaign plan in this way will enable you to consider all aspects of the marketing strategy as a part of one bigger picture. It’s also a great way for you to keep your team involved in the process, so they can add their own ideas. Collaboration aids creativity and Mind Maps provide a quick and easy way for you to build on each other’s ideas and expand them into something more.
Don’t forget about mobile
It’s no surprise that mobile is changing the nature of consumerism, but its impact on the creative and marketing industry is significant. With up to 70% of web traffic coming from mobile devices, being able to adapt your marketing campaigns to suit these devices is crucial. It’s important to understand which devices your audience are using and ensure your creative efforts are achieving the desired effect.
Mobile is changing the behaviour of consumers interacting with them. Truly creative and meaningful marketing ideas will not only capture people’s attention, but keep them immersed and engaged in the creativity of the campaign. Therefore, taking the time to conduct research into the devices your audience is engaged in will prove invaluable when brainstorming and planning your creative campaigns.
“We’re living such busy lives that if you really want to break through with an idea, you really have to understand the context of where you are [communicating] that idea, so you have to be really platform-specific.” — Adam Kerj, Chief Creative Officer, Accenture Interactive
By introducing Mind Mapping to your marketing team, you’ll be able to expand your thinking to reach new, unique levels of creativity. It will also help you utilize your resources in the best possible way to make your marketing campaign really stand out from the crowd.
Ready to maximize your team’s potential and implement your strongest marketing strategy yet? Ayoa combines Mind Mapping with Task Management and instant messaging, so you and your team can plan and track your campaigns from start to finish. Discover more here or sign up for free.