These are creativity is often confronted with data (as if both were irreconcilable enemies), the truth is that it is not the latter that most stifle the flowering of ideas in the field of marketing and advertising. According to a recent global study by the World Federation of Advertisers (WFA) , the barrier that stands the most between creativity and marketing is the change-averse culture by which some brands are governed (51%) . This figure is in line with the results of another Phrasee report , according to which 92% of brands confess to playing it safe with the language used in marketing for fear of screwing up.
Data is by no means the worst enemies of creativity
On the other hand, talent within the category email list organization (23%). Excessive emphasis on data and analytics (21%) and the shift in investment towards digital channels (17%). 82% of brands agree. On the other hand. That creativity is the most powerful weapon in marketing . And 28% go, in fact, further and see creativity as an absolutely decisive factor for the success of their business. The short-termism of brands (48%). The coexistence of multiple decision-makers (44%). Budget cuts (40%) also suffocate the creativity emanating from marketing .
Creativity should be firmly embedded in marketing
Marketers assigned to brands in America Phone Number full growth report, however, a greater predisposition to give a decisive role to creativity than those who are on the payroll of advertisers whose growth is stable or who are, on the contrary, in a recovery phase. or decline. For creativity to sprout green shoots, it is also necessary to know the client inside out. And 51% of advertisers admit. Not in vain, that a deeper and more sophisticated knowledge of the customer would help them spur the creativity of their marketing actions.
